Ten evidence-led capabilities, proven at scale.
Across a 20-year career spanning enterprise SaaS, supply chain, retail, travel and ecommerce, the same discipline repeats: understand before deciding, and measure before declaring success.
Directing AI without losing the craft.
A living practice, not a write-up: composing interfaces from a documented design system by directing Claude, OpenAI Codex and GitHub Copilot, checked against the same rules on every build. Roughly 60% of the mechanical work now falls to AI — I track that ratio deliberately, rather than notice it a year late.
Explore the AI Playground →Turning a promotional pallet into a profitable data platform.
A Discovery track for Brambles' Retail Promotions: buddying up with a lead UX researcher, visiting stores and interviewing stakeholders myself, and designing and building two rounds of prototyping that took activation tracking from an assumption to a capability now in active customer testing.
Read the case study →Tracking the world's supply chain, one trip at a time.
Maps, trip tracking and a scaled component system for Brambles' Supply Chain Illumination platform, covering 352 million physical assets across 300,000+ supply chains in 60+ countries.
Read the case study →Owning the dashboard, not renting it.
A bespoke, tiered dashboard system for Brambles' SCI platform, built in a few weeks so both account managers and customers could build their own, using an AI-accelerated, design-system-first workflow.
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Turning uncertainty into product direction.
A global, multi-phase research programme that turned an unproven concept into a validated product direction and business case, without committing engineering investment on assumption.
Read the case study →A consistent method for turning behavioural data into measurable gains.
125+ A/B and multivariate experiments across ecommerce, travel and retail, using the same hypothesis-test-measure method applied at every scale.
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Turning flight search into a trusted decision.
A UK travel-sector first with Routehappy: rich, trustworthy flight-attribute scoring at the point of search, a Travolution Awards finalist for Best Website User Experience. I led UX end to end.
Read the case study →Bringing the in-store sleep experience to every channel.
Bensons for Beds’ “Your Bed, Your Way” campaign: translating a staff-led showroom diagnosis into a trusted online journey.
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Knowing which mobility ideas to build, and which to leave alone.
Planning and facilitating a global, cross-discipline workshop for Brambles' DCS: twenty people across four continents, reframing a vague “do we need a mobile strategy” question into sixteen real mobility moments, assessed the same way and turned into five recommendations leadership could act on.
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Running the practice, not just the product.
What Principal means beyond the screens: organising and planning the designers’ work across SCI and DCS, the UX board and its handshake with engineering, a Design QA framework other product teams now use, a Figma standard and a source-of-truth file that feeds the AI workflow, the evidence behind the promotion, and mentoring designers, researchers, QA and writers in five countries.
Read the case study →Prefer to see the screens themselves rather than write-ups?