About me

I’m User-Centred Design (UCD) leader with a knack for solving complex problems and making digital services work better for real people. Over the years, I’ve had the privilege of shaping experiences across Government, Defense, Healthcare, and the private sector, helping to build intuitive, accessible, and impactful services.

I’ve worn many hats throughout my career—starting in graphic design and motion design, exploring gamification and photography, and eventually diving deep into UX, service design, and digital transformation. Whether it’s designing NHS services that improve patient journeys, leading GDS-compliant projects in public procurement, or influencing modelling and simulation & AI initiatives for the Ministry of Defence, my focus is always on creating experiences that are not just functional, but also meaningful.

As a UX leader, I’ve built and led design teams in both consultancy and in-house roles, shaping UX functions from the ground up. I thrive on mentoring and coaching designers, helping them grow their skills while fostering a culture of collaboration, curiosity, and user-first thinking. I’ve driven design strategy, stakeholder engagement, and service transformation, ensuring UX is at the heart of decision-making. Whether guiding teams through complex service landscapes or advocating for design-led approaches in senior leadership discussions, I’m always focused on delivering real impact.

I believe great design happens at the intersection of strategy, creativity, and empathy, and I’m passionate about creating digital experiences that work seamlessly for users while delivering real business and social value.