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.

For the past 5 years I’ve been leading design teams enabling the good designers, that I manage, to become truly great ones. I inspire confidence, assertiveness, output quality and the ability to challenge the status quo to create products that are user focused, accessible and beautiful, whilst helping companies achieve their objectives.

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 brand’s values and tone of voice. In fact, 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.