SYSTEMS LOADING
I've been in design since 2012. Came up through agencies covering everything from NHS campaigns to car advertising, taught myself to build for the web as it evolved, and ended up in product design for regulated financial services. I care about lateral thinking and fixing what's actually broken, not making things look polished.
Rescuing advisor productivity by transforming a bloated platform rollout into a high-density Intelligence Workspace.
Impact
60% Reduction in Click-Depth
Decoupling a legacy database to build a self-serve analytics platform for directors, eliminating developer bottlenecks.
Impact
100% Self-Serve Reporting
Designing an AI-assisted review tool to cut compliance bottlenecks in adviser file checking.
Impact
40% Reduction in File Review Time
Untangling a legacy insurance sourcing flow to get advisers from application to offer faster.
Impact
35% Faster App-to-Offer Time
Optimising compliance workflows to handle a 196% surge in monthly promotion uploads.
Impact
36% Reduction in Duplicates
Impact
Lead Conversion Increased by 45%
Designing a multi-bank aggregator app for people juggling multiple accounts across UK and Nigerian banks.
Status
Live Prototype
Impact
60% Increase in Online Bookings
Impact
45% Increase in Online Orders
I grew up in a small village and got into art early, the way a lot of people do. What shifted things was foundation year, when I found David Carson's work and realised design was about thinking, not decorating. I went to De Montfort University, came out into agencies, and spent years working across very different problems: charity campaigns, NHS communications, automotive advertising. I learned the craft and I learned how to think about things I hadn't encountered before.
The move into product was gradual. As the web evolved I taught myself to build for it, which meant I could see the gap between what designers hand over and what developers actually need. That ended up being useful. I moved into product design for regulated financial services and have spent the last several years leading design across adviser workflows, compliance tooling, and management information reporting. When the work needed it I got into the codebase. I know enough VB.NET and C# to have a real conversation with engineers rather than guessing at constraints.
Where I want to get to is lead or head of design, somewhere I can shape how a team approaches design problems rather than just solving them individually.