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.
Since starting my career in London as a junior web designer 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.
Starting in early 2020, I spent five and a half years at a consumer fintech called TotallyMoney. 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. I left for J.P. Morgan Markets in August 2025.
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.