TRANSFORMING BRANDS AND DRIVING GROWTH THROUGH VALUE-DRIVEN DESIGN
With 15 years in design, I’ve helped startups move fast and big organisations grow—working hands-on as an individual contributor and leading teams across tech, retail, healthcare, fintech, and more. I’ve led discovery, shipped complex products, scaled design systems, and brought bold visions to life.
I design with purpose, from early insight or rough ideas through to launch, iteration, and beyond.
My approach is evidence and outcome-led, that’s why I help the team shape strategy from the start, stay hands-on through execution, and anchor every decision in what creates real impact.
I connect empathy with evidence, intuition with data, and user needs with business goals.
Whether defining the opportunity, guiding the build, or improving what’s live, I focus on lasting value and products that are as intuitive as they are effective.
To create products that truly resonate, I work with teams to understand and clarify first. Together, we dive into data, user behaviour, and market signals to really get to the heart of the problem space. This depth of insight allows us to anticipate real needs, not just respond to surface requests. The result is intuitive, focused experiences that drive engagement, earn trust, and deliver business results.
Lastly, as a tech enthusiast and natural experimenter, I’m always pushing forward. I’m currently exploring AI tools like Claude, Lovable, Stitch, Aura, Bolt, and custom LLMs to transform how we research, prototype, and design—building sharper tools and faster feedback loops for better decisions and better products.