About Me
20+ years shaping product strategy, design systems and teams across fintech, healthcare, SaaS, eCommerce, automotive and government. Delivered £56m sales uplift at Pets at Home (+10.2% CVR), WCAG AA award-winning banking app at Santander, and +8.2% CVR across global sportswear brands at Pentland. Expert in Figma (tokens, variants, branching), DesignOps, AI workflows and end-to-end leadership.
Education
Bath Spa University 2001
BA Graphic Design (Interaction Design major)
Interactive Design Foundation 2013 onwards
UX and Product Design courses
Work & Experience
AND Digital / Alzheimer's Society 06/30/2025 - 12/21/2025
Product Design Lead
• Leading redesign of interactive dementia symptom checker for users and GP referrals, prioritising cognitive accessibility for impaired users. • Tool with potential to positively affect millions of people and their families. • Fixed high drop off in unstructured questionnaire by redesigning into bite-size, progress-tracked sections.
Toyota 04/01/2025 - 06/27/2025
UX/Product Design Lead
• Led two squads on iterative redesign of connected vehicle apps for North America market. • Built variables and component sets for semantic tokenised Figma library to accelerate dev handoff. • Reimagined power gauge UX for mobile and smartwatch, improving real-time user feedback
Freshfields 01/01/2025 - 04/01/2025
Principal Product Designer
• Led rebrand rollout to digital across 600+ global intranet sites and touchpoints. • Built Figma design library with concept testing to ensure smooth implementation and adoption. • Transformed sparse rebrand into elegant digital experience for enterprise scale