Who am I?
I’m a UX leader who believes that great design doesn’t start with pixels, it starts with people.
Ethos
I’ve spent my 17+ year career helping organisations solve complex problems by leading with empathy, strategy, and collaboration.
I thrive at the intersection of vision and execution, guiding teams toward big-picture outcomes while staying deeply connected to the work itself.
Approach
I lead by example, combining strategic UX leadership with hands-on research, design, and prototyping.
Whether I’m mentoring a team, running stakeholder workshops, mapping journeys, or diving into usability testing, I’m always focused on creating experiences that drive measurable impact, for users and for the business.
Principles
What sets me apart is a “practice what you preach” approach.
I don’t just talk about user-centred design, I live it, from discovery to delivery. Outcomes, not outputs, drive me, and I believe the best UX work happens when we create clarity from wrangling complexity together.
Strengths
My strengths lie in solving messy, ambiguous problems and enabling teams to think differently.
I’m logical, organised, and quietly tenacious, with a deep appreciation for the details that turn a good experience into a great one.
After hours
Outside of UX, I’m a craft beer enthusiast.
…drawn to the same things I love in experience design: thoughtful creation, meaningful stories, and bringing people together through shared moments.
Growing raw ingredients
Organically growing my own hops for over a decade, nurturing each plant with care, patience, and attention, discovering how these acts shape flavour each harvest.
Crafting recipes from scratch
Exploring the character of malt, hops, and yeast to create distinctive flavours, learning how they sing together without ever needing anything else.
Brewing craft beer
Applying what I’ve learnt from commercial brewing at a nano scale, refining technique, consistency, and creativity, one carefully crafted batch at a time.