I'm a lead UI designer and systems thinker with 20+ years shaping distinctive digital products and scalable design systems. I bring clarity and governance to complex interfaces, building systems that both humans and AI can work with, and partnering closely with engineering to deliver cohesive, high-quality product experiences.
My career in London started at a small web design agency called Clockwork Web. We were based in a squalid office with no windows on Newman Street, just off Oxford Street. It wasn't glamorous but it was thrilling – being paid to do something that was then experimental and ahead of the curve.
Since those scrappy early days I have worked at BBC Online, lastminute.com, and for many agencies permanent and freelance. I've seen the industry change dramatically: the crash of 2001, the gradual renaissance, the rise of big tech, increasing professionalism followed by the homogenisation of the process, and latterly the rise of AI.
In August 2025, I started a new role at J.P. Morgan Markets after five and a half years at TotallyMoney. During my time there, as the UI principal in the product design team, I was given the freedom to completely overhaul the product's visual design and to architect and build a sophisticated design system from scratch.
The key to longevity in this industry is a willingness to adapt. Embrace change: to tools, devices, ways of working, strategies, people and priorities.
I'd describe myself as a design systems expert, visual transformation specialist, practitioner, individual contributor, creative, mentor and coach.
The tools I prefer to use in my workflow are: Figma, Zeroheight, Claude, Notion, Miro, Slack, Lottielab and After Effects.