About Me


Originally from London, currently based in Sydney. I hold a Masters degree in Graphic Design, an MBA and I currently lead a team of talented UX Designers within a media setting building cutting edge digital products.

My professional experience solving problems through design spans 17 years and I get to wear many different hats: UX Designer, Visual Storyteller, Communications Consultant, Product Strategist & Design Thinking Ambassador.

I have worked in a multitude of environments including – lean startup, corporate, freelance, agency, product, working in lots of different team setups from remote international consulting, strictly agile to co-designing with clients.

The process I follow covers opportunity identification, concept development, user testing plans, testing, interviews, high fidelity design through to team and delivery management.

My philosophy is that a holistic approach to design yields the most efficient and human centred solutions. Of course I seek perfection for the user, but feasibility and moving in a forward momentum is the name of the game.

Design is not simply what visually makes us go ‘ahh’ it is also how we identify problems worth solving and how we take non-designers on a journey that reveals an elegant and often unexpected solution.

I have achieved this time and time again through collaborative workshopping techniques with teams as diverse as wearable tech to commercial sales. Design Thinking is for everybody!

An ability to craft outcomes from unclear situations through analysis and synthesis is central to what I do. Developing a strong design philosophy is key to creating robust design systems that tell a clear story and truly innovate change.


My Process

01 Hunt & Gather

Finding the edges of the problem through workshopping and discovery techniques at this early stage is invaluable as it uncovers insights that will become useful throughout. In order to innovate it is important to be free of prescriptive expectations for the outcome. In the case of existing products, one great way to guard against this is to conduct content audits and to explore analytics to get a divergent view of the project potential and in the case of new products, in-depth competitor analysis.

02 UX & Design Strategy

Creating a design philosophy that is focused on human-centred principles helps create structure within the project. Using a mix of methodologies such as personas, information architecture, affinity mapping, prototyping, card sorting, contextual enquiry, experience map, heuristic review, questionnaire, interviews, journey mapping and wire-framing assists in crafting products that have resonance with the user. They also give structure to decision making and managing stakeholder expectations.

03 Concept Development

I work as a consultant and guardian of the design processes by using my skills as a visual storyteller. Communicating complex and abstract ideas in ways that others can assimilate is priceless when gaining confidence in a project that has an unclear resolution. This may be through analysis, synthesis and presentation of different types of data that in themselves are confusing. Finding patterns and connections is where the magic starts happens and non-designers are grateful for a new lens with which to perceive progress.

04 Socialise & Test

UX is of upmost importance, however so are the needs of the business. Understanding cross-departmental goals, kpis and workshopping problems with the wider organisation is essential to the tracking of a project. Being a design thinking consultant I am often in a unique position to get insight into areas of the business previously hidden. This is important to identifying potential threats to the project and to identify any needs for change management. Design thinking skills are ideal to help navigate and facilitate these challenges.

05 Sharpen & Refine

This stage is reserved for refining interaction patterns, ensuring that responsive designs systems are functioning and working closely with technical teams to ensure that in addition to desirability and viability that the solution proposed is feasible. In addition it is also important to conduct regular usability testing to improve interactions and continually validate assumptions. Depending on the nature of the project this is the stage where real work might commence in creating a compelling brand identify.

06 Rinse & Repeat

A lean, iterative and agile approach is favourable for seeing results quickly with minimised risk; even in the largest of organisations. However it is still essential to closely manage the process to ensure momentum is maintained, also being a consistent ambassador for good user experience and ensuring that incremental improvements are made is important to positive tracking. Continuous mentoring of the team is also important to ensure they are empowered to advocate and manage the design direction.

Brands Experience

I’ve had the privilege of working with some of the most recognisable brands in the world. My approach involves developing a deep empathy with their values and histories to help them achieve meaningful outcomes and measurable results. Here is a small selection of those brands.