©2025
About*
I design products and systems that inspire and perform - blending strategy, craft, and curiosity to create measurable outcomes. From startup platforms to enterprise-scale rollouts, I adapt quickly, embrace new tools and lead with clarity.
Delivering with Passion
Every project is an opportunity to push boundaries, tell a story, and create something truly memorable. Let’s build the extraordinary®
Leadership
Strategic design leader focused on setting direction, aligning teams and driving meaningful outcomes. Strong on vision, clarity and collaboration, with a bias for action and high standards.
Product Design
End-to-end thinker who turns insight into outcome. Skilled in UX and product design at every stage, creating thoughtful, user-centred solutions that balance business needs with craft.
Brand
Deep experience crafting digital brand systems that scale. I bring coherence and distinction to every touchpoint - uniting visual identity, voice and interaction to build trust and resonance.
Leadership
Strategic design leader focused on setting direction, aligning teams and driving meaningful outcomes. Strong on vision, clarity and collaboration, with a bias for action and high standards.
Product Design
End-to-end thinker who turns insight into outcome. Skilled in UX and product design at every stage, creating thoughtful, user-centred solutions that balance business needs with craft.
Brand
Deep experience crafting digital brand systems that scale. I bring coherence and distinction to every touchpoint - uniting visual identity, voice and interaction to build trust and resonance.
Field Work
(RE® — 04)
©2025
Highlights
My expertise ensures every project is executed with precision and creativity. Full CV available on request.
Hurtigruten Expeditions
Design Director
Built and led the in-house design function for Hurtigruten Expeditions. Hired and embedded UX, research and systems design capabilities. Delivered a 590% engagement uplift from redesigned destination templates and increased web sales by 50% year on year through combined redesign and rebrand initiatives.
Product design leadership
team building
function design
Poppins
Product Design Lead (contract)
Led UX strategy and delivery across multiple client products, including Toddle, Care 4 Kids, Sensate and Smarthub. Directed the redesign of Toddle, Australia’s leading childcare comparison site, resulting in a 47% increase in total enquiries and a 168% increase in phone leads. Delivered new search, map and account features, consolidated underperforming listings to reduce drop-off, and launched “My Toddle” to retain logged-in user activity across devices.
Product design
UX craft
data-driven optimisation ag
HSBC
Design Director (contract)
Developed and rolled out a global campaign toolkit adopted by 40+ markets and localised across 70+ languages. Collaborated with international research teams, delivered prototypes and test campaigns, and aligned brand, marketing and tech stakeholders to streamline campaign workflows.
Product design
global toolkit
campaign scale
Farfetch
Design Director (contract)
Co-led design for Farfetch’s Store of the Future, blending online and in-store touchpoints into a connected luxury retail experience. Designed the interactive mirror and shop floor toolset, prototyped in a full-scale concept store, and presented live at FarfetchOS - contributing to a £400m valuation increase and generating global press coverage.
Product design
innovation
prestige retail experience
Capabilities
(RE® — 05)
©2025
Core Skills®
From digital design to branding, I bring your vision to life with precision and creativity
From Insight to Outcome
From Insight to Outcome
From Insight to Outcome
Lead with Vision, Deliver with Purpose
Lead with Vision, Deliver with Purpose
Lead with Vision, Deliver with Purpose
Design leadership & team building
eads high-impact design projects with clarity and influence, repositioning design as a strategic partner.
Design leadership & team building
eads high-impact design projects with clarity and influence, repositioning design as a strategic partner.
Design leadership & team building
eads high-impact design projects with clarity and influence, repositioning design as a strategic partner.
Strategy, vision & influence
Brings structure to ambiguity, sets direction, and aligns stakeholders to measurable outcomes.
Strategy, vision & influence
Brings structure to ambiguity, sets direction, and aligns stakeholders to measurable outcomes.
Strategy, vision & influence
Brings structure to ambiguity, sets direction, and aligns stakeholders to measurable outcomes.
End-to-end product & UX design
Delivers seamless multi-platform experiences, skilled in data-driven optimisation and multi-modal design. Turns complexity into clarity.
End-to-end product & UX design
Delivers seamless multi-platform experiences, skilled in data-driven optimisation and multi-modal design. Turns complexity into clarity.
End-to-end product & UX design
Delivers seamless multi-platform experiences, skilled in data-driven optimisation and multi-modal design. Turns complexity into clarity.
Brand & systems thinking
Builds scalable design systems and bold brand identities that deliver coherence across markets.
Brand & systems thinking
Builds scalable design systems and bold brand identities that deliver coherence across markets.
Brand & systems thinking
Builds scalable design systems and bold brand identities that deliver coherence across markets.
Process design & delivery
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
Process design & delivery
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
Process design & delivery
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Integrates AI tools into workflows for faster iteration, prototyping and exploration across platforms and devices.
AI-augmented design
Integrates AI tools into workflows for faster iteration, prototyping and exploration across platforms and devices.
AI-augmented design
Integrates AI tools into workflows for faster iteration, prototyping and exploration across platforms and devices.
Featured Stack
(RE® — 05)
©2025
Daily Stack
Favourite Tools
My favourite stack includes Figma, Adobe and other cutting-edge technologies to ensure seamless and dynamic design execution.
Figma
PRO
Figma is the central workspace for design collaboration, wireframing and systematised UI development. It anchors shared documentation, feedback loops and design reviews.
Adobe CC
PRO
I use Adobe Creative Cloud for more expressive brand and motion design needs. Photoshop is used for image treatments, Illustrator for iconography and After Effects for motion prototyping.
Framer
I used Framer to build this site. I aim to use it more to build high-fidelity prototypes where transitions, gestures or logic are essential to communicating the product story.
ChatGPT
Essential thought partners for writing, ideation and reframing problems. Accelerate tasks like drafting copy, synthesising research or stress-testing ideas. Claude is especially helpful with code.
ChatGPT & Claude
Essential thought partners for writing, ideation and reframing problems. Accelerate tasks like drafting copy, synthesising research or stress-testing ideas. Claude is great at code.
Midjourney
I use Midjourney for rapid visual exploration, especially to define mood, art direction or storytelling elements in the early phases of design. 20K+ images generated and counting.
Let's Work Together
(RE® — 07)
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide
Available Worldwide
©2025
About*
I design products and systems that inspire and perform - blending strategy, craft, and curiosity to create measurable outcomes. From startup platforms to enterprise-scale rollouts, I adapt quickly, embrace new tools and lead with clarity.
Delivering with Passion
Every project is an opportunity to push boundaries, tell a story, and create something truly memorable. Let’s build the extraordinary®
Leadership
Strategic design leader focused on setting direction, aligning teams and driving meaningful outcomes. Strong on vision, clarity and collaboration, with a bias for action and high standards.
Product Design
End-to-end thinker who turns insight into outcome. Skilled in UX and product design at every stage, creating thoughtful, user-centred solutions that balance business needs with craft.
Brand
Deep experience crafting digital brand systems that scale. I bring coherence and distinction to every touchpoint - uniting visual identity, voice and interaction to build trust and resonance.
Field Work
©2025
Highlights
My expertise ensures every project is executed with precision and creativity. Full CV available on request.
Hurtigruten Expeditions
Design Director
Built and led the in-house design function for Hurtigruten Expeditions. Hired and embedded UX, research and systems design capabilities. Delivered a 590% engagement uplift from redesigned destination templates and increased web sales by 50% year on year through combined redesign and rebrand initiatives.
Product design leadership
team building
function design
Poppins
Product Design Lead (contract)
Led UX strategy and delivery across multiple client products, including Toddle, Care 4 Kids, Sensate and Smarthub. Directed the redesign of Toddle, Australia’s leading childcare comparison site, resulting in a 47% increase in total enquiries and a 168% increase in phone leads. Delivered new search, map and account features, consolidated underperforming listings to reduce drop-off, and launched “My Toddle” to retain logged-in user activity across devices.
Product design
UX craft
data-driven optimisation ag
HSBC
Design Director (contract)
Developed and rolled out a global campaign toolkit adopted by 40+ markets and localised across 70+ languages. Collaborated with international research teams, delivered prototypes and test campaigns, and aligned brand, marketing and tech stakeholders to streamline campaign workflows.
Product design
global toolkit
campaign scale
Farfetch
Design Director (contract)
Co-led design for Farfetch’s Store of the Future, blending online and in-store touchpoints into a connected luxury retail experience. Designed the interactive mirror and shop floor toolset, prototyped in a full-scale concept store, and presented live at FarfetchOS - contributing to a £400m valuation increase and generating global press coverage.
Product design
innovation
prestige retail experience
Capabilities
©2025
Core Skills®
From digital design to branding, I bring your vision to life with precision and creativity
From Insight to Outcome
Lead with Vision, Deliver with Purpose
Design leadership & team building
eads high-impact design projects with clarity and influence, repositioning design as a strategic partner.
Strategy, vision & influence
Brings structure to ambiguity, sets direction, and aligns stakeholders to measurable outcomes.
End-to-end product & UX design
Delivers seamless multi-platform experiences, skilled in data-driven optimisation and multi-modal design. Turns complexity into clarity.
Brand & systems thinking
Builds scalable design systems and bold brand identities that deliver coherence across markets.
Process design & delivery
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Integrates AI tools into workflows for faster iteration, prototyping and exploration across platforms and devices.
Featured Stack
©2025
Daily Stack
Favourite Tools
My favourite stack includes Figma, Adobe and other cutting-edge technologies to ensure seamless and dynamic design execution.
Figma
PRO
Figma is the central workspace for design collaboration, wireframing and systematised UI development. It anchors shared documentation, feedback loops and design reviews.
Adobe CC
PRO
I use Adobe Creative Cloud for more expressive brand and motion design needs. Photoshop is used for image treatments, Illustrator for iconography and After Effects for motion prototyping.
Framer
I used Framer to build this site. I aim to use it more to build high-fidelity prototypes where transitions, gestures or logic are essential to communicating the product story.
ChatGPT
Essential thought partners for writing, ideation and reframing problems. Accelerate tasks like drafting copy, synthesising research or stress-testing ideas. Claude is especially helpful with code.
Midjourney
I use Midjourney for rapid visual exploration, especially to define mood, art direction or storytelling elements in the early phases of design. 20K+ images generated and counting.
Let's Work Together
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide
©2025
About*
I design products and systems that inspire and perform - blending strategy, craft, and curiosity to create measurable outcomes. From startup platforms to enterprise-scale rollouts, I adapt quickly, embrace new tools and lead with clarity.
Delivering with Passion
Every project is an opportunity to push boundaries, tell a story, and create something truly memorable. Let’s build the extraordinary®
Leadership
Strategic design leader focused on setting direction, aligning teams and driving meaningful outcomes. Strong on vision, clarity and collaboration, with a bias for action and high standards.
Product Design
End-to-end thinker who turns insight into outcome. Skilled in UX and product design at every stage, creating thoughtful, user-centred solutions that balance business needs with craft.
Brand
Deep experience crafting digital brand systems that scale. I bring coherence and distinction to every touchpoint - uniting visual identity, voice and interaction to build trust and resonance.
Field Work
(RE® — 04)
©2025
Highlights
My expertise ensures every project is executed with precision and creativity. Full CV available on request.
Hurtigruten Expeditions
Design Director
Built and led the in-house design function for Hurtigruten Expeditions. Hired and embedded UX, research and systems design capabilities. Delivered a 590% engagement uplift from redesigned destination templates and increased web sales by 50% year on year through combined redesign and rebrand initiatives.
Product design leadership
team building
function design
Poppins
Product Design Lead (contract)
Led UX strategy and delivery across multiple client products, including Toddle, Care 4 Kids, Sensate and Smarthub. Directed the redesign of Toddle, Australia’s leading childcare comparison site, resulting in a 47% increase in total enquiries and a 168% increase in phone leads. Delivered new search, map and account features, consolidated underperforming listings to reduce drop-off, and launched “My Toddle” to retain logged-in user activity across devices.
Product design
UX craft
data-driven optimisation ag
HSBC
Design Director (contract)
Developed and rolled out a global campaign toolkit adopted by 40+ markets and localised across 70+ languages. Collaborated with international research teams, delivered prototypes and test campaigns, and aligned brand, marketing and tech stakeholders to streamline campaign workflows.
Product design
global toolkit
campaign scale
Farfetch
Design Director (contract)
Co-led design for Farfetch’s Store of the Future, blending online and in-store touchpoints into a connected luxury retail experience. Designed the interactive mirror and shop floor toolset, prototyped in a full-scale concept store, and presented live at FarfetchOS - contributing to a £400m valuation increase and generating global press coverage.
Product design
innovation
prestige retail experience
Capabilities
(RE® — 05)
©2025
Core Skills®
From digital design to branding, I bring your vision to life with precision and creativity
From Insight to Outcome
Lead with Vision, Deliver with Purpose
Design leadership & team building
eads high-impact design projects with clarity and influence, repositioning design as a strategic partner.
Strategy, vision & influence
Brings structure to ambiguity, sets direction, and aligns stakeholders to measurable outcomes.
End-to-end product & UX design
Delivers seamless multi-platform experiences, skilled in data-driven optimisation and multi-modal design. Turns complexity into clarity.
Brand & systems thinking
Builds scalable design systems and bold brand identities that deliver coherence across markets.
Process design & delivery
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Embeds efficient, insight-led ways of working; strengthens flow, QA and collaboration across functions.
AI-augmented design
Integrates AI tools into workflows for faster iteration, prototyping and exploration across platforms and devices.
Featured Stack
(RE® — 05)
©2025
Daily Stack
Favourite Tools
My favourite stack includes Figma, Adobe and other cutting-edge technologies to ensure seamless and dynamic design execution.
Figma
PRO
Figma is the central workspace for design collaboration, wireframing and systematised UI development. It anchors shared documentation, feedback loops and design reviews.
Adobe CC
PRO
I use Adobe Creative Cloud for more expressive brand and motion design needs. Photoshop is used for image treatments, Illustrator for iconography and After Effects for motion prototyping.
Framer
I used Framer to build this site. I aim to use it more to build high-fidelity prototypes where transitions, gestures or logic are essential to communicating the product story.
ChatGPT
Essential thought partners for writing, ideation and reframing problems. Accelerate tasks like drafting copy, synthesising research or stress-testing ideas. Claude is especially helpful with code.
Midjourney
I use Midjourney for rapid visual exploration, especially to define mood, art direction or storytelling elements in the early phases of design. 20K+ images generated and counting.
Let's Work Together
(RE® — 07)
©2025
Contact Now
Contact Me!
Let’s create something amazing together! Reach out I’d love to hear about your project and ideas.
Available Worldwide