user experience. customer experience. service design. strategy. human-centred design. passionate. meticulous. curious. confident. energetic.
problem solver. focused.

A bit about me

I’m an experience designer and strategist with extensive expertise in UX, CX, and service design. My work is grounded in human-centred design, business insight, and a mindset shaped by curiosity and lateral thinking. I’ve spent my career helping businesses cut through complexity—bringing clarity, purpose, and measurable value to the products, services, and teams I help shape.

My focus is always on the why. Whether I’m guiding product direction, refining user journeys, or unlocking new opportunities with AI, I lead with intent—ensuring every decision is evidence-based, customer-driven, and commercially sound. I believe great UX is good for business. It’s how you drive retention, boost conversion, and turn users into advocates.

Strategic and hands-on

While I operate confidently at a strategic level—setting direction, aligning stakeholders, and driving outcomes—I’m also grounded in the doing. I can work shoulder-to-shoulder with design teams, prototyping flows, crafting prompts, or mapping out service blueprints. I’m just as comfortable rolling up my sleeves as I am zooming out to define the bigger picture.

AI expertise that delivers

My AI work goes deep. I’ve developed and deployed AI-powered chatbots, embedded AI into operational workflows, and consulted with businesses on integrating large language models into their ecosystems. I’ve designed prompt strategies, consulted on implementation, and built custom GPT tools—several of which have been featured as Product of the Week on GPT Seek. I also completed the Ethical Issues in AI and Professional Ethics course through the University of Colorado Boulder, adding rigour to the way I approach AI-led experience design.

See my custom GPT tools in action

Thought leadership and lateral thinking

I write and speak on Inclusive UX, ethical AI, and design strategy, but it’s lateral thinking that shapes how I approach problems. I look at challenges from different angles, reframe constraints, and uncover pathways that aren't always obvious, bringing creative, often unexpected solutions into the conversation.

Lateral thinking challenges assumptions, reveals blind spots, and leads to better, braver decisions.

I believe in inclusive design, measurable outcomes, and staying relentlessly curious, with a sharp focus on what drives customer value and business growth. And it’s why clients trust me to lead high-stakes projects that deliver.

Curious how I can bring this thinking into your product? → Let’s talk

Leadership with intent

I’ve led high-performing teams in London and Sydney and have a strong track record of building alignment, creating momentum, and driving vision-led outcomes. I focus on the why behind the work—setting direction, inspiring intent, and delivering value.

I draw inspiration from leaders like Ian Spalter, Aaron Walters, and Simon Sinek—those who understand that true leadership means lifting others. Mentoring is a key part of my approach, and I get genuine satisfaction from helping others grow in their craft and confidence.

Let’s connect

If you're looking for someone who brings craft, clarity, and sharp strategic thinking to UX, CX, service design, and AI—you’re in the right place.

See how I can help

The brands

I’ve collaborated with a range of national and international brands including Qantas Frequent Flyer (Loyalty Program), Tourism Tasmania, ING Direct (UK), Virgin Active (UK), Virgin Media (UK), MailOnline (UK), Metro Digital (UK), MINI (UK), and the London 2012 Olympics.