What I do

I create meaningful connections between brands and their audiences by designing products and services that are relevant to real people. My approach is grounded in user-centred design, combining research, strategy, and design thinking to craft seamless digital experiences that drive engagement and conversion.

With over 15 years of experience designing B2C mobile experiences, I specialise in UX/UI design, interaction design, and conversion optimisation. I take a hands-on approach to end-to-end design, from understanding user needs and business goals to delivering high-quality, accessible, and technically seamless solutions. My work is rooted in collaboration — partnering with cross-functional teams, developers, and stakeholders to ensure every product I design is both user-friendly and commercially effective.

Since 2010, I’ve worked in the UK with leading retail and financial brands such as Net-A-Porter, Mr Porter, Moss Bros, Sainsbury’s, Habitat, Uswitch, and Lloyds Banking Group. I have deep expertise in e-commerce, fintech, and mobile applications, leveraging data-driven insights to enhance customer journeys and drive business growth.

For the past three years at Foolproof — a global digital product and brand studio — I’ve led design initiatives for AXA, SITA, Faactum, Suzuki, and Sky Mobile. From launching new mobile insurance products to optimising conversion funnels within SAFe Agile environments, I help brands build scalable, high-performing digital products. My focus is always the same: to deliver design with rigour, impact, and attention to detail.

I believe the best outcomes come from open, cross-functional collaboration — where every voice is heard and design is treated not as decoration, but as a strategic asset. Alongside delivery, I’ve mentored junior designers, helping them grow their understanding of what great product design means — not only in terms of visual craft, but also usability, strategy, and intent. To me, design leadership is about creating the conditions for others to thrive. And I’ve seen first-hand how much can be achieved when that culture is in place.

My working knowledge of HTML, CSS, JavaScript, PHP, and CMS platforms means I can engage meaningfully with engineers — translating design intent into feasible, scalable implementation. This technical fluency fosters smoother handovers, stronger collaboration, and more cohesive outcomes.

Equally, I place great importance on understanding a brand’s values and tone of voice. My appreciation for brand guidelines helps ensure the work I deliver not only solves user problems but also expresses the brand clearly and consistently across every touchpoint.