Design that makes sense. Built for people who need it to work.
Senior Product Design Lead with eighteen years working across startups, enterprises, and regulated industries. I turn ambiguity into interfaces that just work.
Product thinking
Strategy before screens. I help teams define what to build and why — before a single pixel gets committed. Research, prioritisation, problem framing.
Interface design
High-fidelity UI with intent. Every state, interaction and edge case considered. Clear hierarchy, zero unnecessary friction, built for how people actually use things.
Validation & optimisation
Prototypes that compress the gap between idea and evidence. Usability testing, A/B frameworks, data-informed iteration — closing the loop between design and outcome.
Delivery support
Embedded in teams, not parachuted in. I work closely with engineering to ensure design intent survives implementation — component specs, QA, and post-launch refinement.
Most products don't struggle
because they lack features.They struggle because nobody stopped to think clearly about what they were actually for.
I work to close that gap — between what teams build and what people actually need. It's not a process thing. It's a discipline.
A clear process.
Every time.
Calm, methodical, built for complexity. I work closely with founders, PMs, and engineering — cutting through ambiguity and turning it into something testable.
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Understand
Get into the problem before touching a tool. Talk to users, align with stakeholders, map the real constraints. A design built on the wrong problem is just expensive noise.
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Simplify
Remove everything that doesn't belong. The best design decisions are often what you don't build. Ruthless prioritisation before the first screen gets drawn.
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Design & test
Work in high fidelity, test early, document every edge case. Handoff is clarity — not interpretation. Every state, every interaction, every failure mode considered.
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Ship properly
Embedded through delivery, not parachuted in for handoff. Feedback loops run post-launch. Metrics inform the next move. The work doesn't end at delivery.