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About

Two decades turning evidence into product direction.

I turn ambiguous, data-heavy product problems into validated direction — before engineering investment, not after. That approach wasn't decided in advance. It was built, one capability at a time, across six distinct phases of practice.

Career timeline

Six phases, each adding a new dimension to how I design, lead and deliver.

  1. 01 Agency Craft & range

    Early client-facing work across consumer and business products, building the foundational design craft and the range to move between very different problem types.

  2. 02 Retail Evidence over opinion

    Where the evidence-led discipline began: hypothesis, test, measure, iterate — using behavioural data and experimentation to settle arguments that used to be settled by opinion.

  3. 03 Travel Complex, high-stakes journeys

    Designing across a complex ecosystem of interconnected systems — flights, hotels, car hire and dynamic pricing — where live availability, constantly shifting inventory and third-party APIs all had to hold together under a high bar for customer trust.

  4. 04 Enterprise SaaS Systems thinking at scale

    Moving from single flows to entire systems — complex dashboards, maps, data-heavy platforms and design systems built to stay coherent as products and teams scale.

  5. 05 Principal Product Design Influence over hierarchy

    Leading discovery and strategy at organisational scale — shaping product direction, raising design quality, and mentoring, through influence rather than direct authority.

  6. 06 AI Accelerating judgement, not replacing it

    The current phase: as AI accelerates research, prototyping and delivery, my role increasingly becomes the curator — directing, validating and orchestrating the output, while judgement remains the thing no model can replace.

Capabilities in practice

Six capabilities that repeat across every engagement, in different combinations depending on what the problem needs.

01

Discover & validate

I design global research programmes combining interviews, surveys, moderated usability labs, remote testing, workshops and prototype validation. I translate fragmented qualitative and quantitative evidence into clear product opportunities.

02

Shape strategy & direction

I turn ambiguous business problems into prioritised product direction, business cases and evidence-based roadmaps — working across Product, Engineering, Research, Data and Commercial teams to balance desirability, feasibility and viability.

03

Design complex products

I design data-heavy dashboards, maps, operational workflows and customer journeys across desktop and mobile. My work spans enterprise SaaS, supply chain platforms, high-volume ecommerce and omnichannel retail experiences.

04

Experiment & optimise

I combine behavioural analytics, heatmaps, research and controlled experimentation to test hypotheses, improve journeys and deliver measurable commercial outcomes — including 125+ A/B and multivariate experiments.

05

Lead & scale quality

I establish standards, governance and repeatable ways of working through design reviews, UX QA, accessibility, design-system adoption, mentoring and cross-functional alignment. I lead through influence while remaining hands-on.

06

Accelerate with AI

I use AI-assisted workflows, VS Code and reusable design-system components to move rapidly from insight to functional prototype. AI accelerates exploration and delivery; human judgement remains responsible for the product decisions.

Operating across B2B, B2C, enterprise SaaS, supply chain, retail, travel and ecommerce.

Brands & organisations

A selection of organisations I've helped shape over the course of my career.

By the numbers

The headline evidence behind two decades of practice.

£25M+
Incremental online revenue generated through experimentation
£0.5bn
Annual revenue represented by the travel-brand portfolio I supported
500+
Users engaged through research & discovery

*£25M+ is the attributable uplift from experimentation — not the total revenue of the organisations or products I've worked on.

20+
years designing digital products
125+
A/B & multivariate experiments
~80%
winning experiment rate
5
global regions — Europe, North America, APAC, LATAM & IMETA
500+
interactive prototypes created across my career
200+
people reached each time I present, through Digital All Hands & wider cross-functional forums
2.5×
conversion at Netflights, increasing from approximately 0.4% to 1.0%
280+
retail stores supported across Bensons for Beds, Harveys & Sofology
7 awards
including Online Retail Awards, UK Digital Experience Awards & the Travolution Award
Millions
of customers reached through high-volume retail & travel experiences
Award trophies and plaques, including the Online Retail Awards 2014 Travel & Leisure Winner plaque for Netflights, and UK Digital Experience Awards trophies for Hospitality, Travel & Retail

Recent feedback

I leave teams stronger than I found them.

The lasting change I create isn't a feature or a screen — it's a shift in how a team makes decisions, and the scaffolding that keeps that shift in place after I've moved on. I don't just produce evidence-led design. I build the systems that make evidence-led thinking the default, so it continues without me.

See how this approach plays out in practice.