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MY PROCESS

I don’t have a fixed process, and I’m a bit suspicious of anyone who does. Design is creative work, and every team and problem is different, so the way I work has to bend to fit. I’ve spent years in fast, sometimes chaotic teams, which taught me to move quickly without dropping the craft. I design for the user first and stay close to engineering, rather than throwing the work over the fence. Structure keeps me focused, but the skill that matters is knowing when to break it. It comes down to one thing: solving the right problem, and building something people actually want to use.

How I work

01

Champion the user

Every decision starts with the person on the other side of the screen. I get clear on what they’re actually trying to do, and on what’s quietly getting in their way.

02

Collaborate closely with dev

Design and engineering ship together, not over the wall. I prototype, pair, and pressure-test ideas against what’s actually buildable.

03

No fixed playbook

No two teams or problems are the same, so I don’t force a template onto them. I shape the approach to fit and keep moving without letting the craft slip.

04

Structure, then bend it

Structure keeps me focused. Knowing when to break it is the part that takes judgement, and it keeps the work aimed at the right problem instead of the process.

SKILLS

What I bring across the product lifecycle, from first insight to pixel-perfect, engineering-ready execution.

20+ yearsSenior & LeadB2B SaaS · B2C · B2B2C

End-to-end product design

From data-driven discovery to pixel-perfect, engineering-ready UI, owned across the full journey.

Research & discovery

Turning messy, fuzzy problems into clear direction through structured research and synthesis.

Design systems & craft

WCAG-compliant systems and hands-on UI craft that engineers can ship without guesswork.

AI-assisted delivery

Using generative AI to research, prototype and build faster, from insight to shipped product.

Design & Craft
Owning the full journey from first insight to a shipped, supported product.Pixel-perfect, production-ready interface design down to the last detail.Designing usable, considered interfaces and the flows that connect them.Motion, states and micro-interactions that make products feel alive and clear.Scalable component libraries and tokens that keep teams fast and consistent.Functional prototypes to validate ideas and align teams before build.Low-fidelity structure to pin down layout and priority early.
Research & Discovery
Grounding decisions in real user and behavioural evidence, not opinion.Running multi-department discovery programmes to surface what matters.Structured conversations that uncover needs, goals and constraints.Framing work around the jobs users are actually trying to get done.Mapping user and customer journeys to expose friction and opportunity.Clustering raw research into themes and actionable insight.Charting end-to-end paths through a product to find the gaps.Formalising how a business actually runs before designing for it.Validating designs with real users to catch issues before launch.Narrating scenarios to communicate context and intent.
Strategy & Systems
Setting a clear design direction tied to business and user outcomes.Seeing the whole system so local fixes do not create global problems.Working shoulder to shoulder with product and engineering squads.Building with generative AI across research, design and front-end.Using AI to accelerate analysis without losing rigour.Designing to accessibility standards so products work for everyone.
Toolkit
Primary design, prototyping and design-system tool.Photoshop, Illustrator and friends for visual and asset work.Designer, Photo and Publisher for visual production.Building and documenting UI components in isolation.Component framework customised into bespoke design systems.Cross-platform app UI and front-end build (Schedgy).AI pair-programming to design and ship faster.
See it in practice