Strategy in the morning, pixels in the afternoon
The teams I've led ship work you've probably used. The designers I've grown now run teams of their own.
My approach is unfashionably hands-on. Twenty years in, I still wireframe, still prototype, still sit in on research — because teams trust leaders who can do the work, and decisions get better the closer they're made to it.
Currently exploring how AI can amplify human creativity — building with agents, subagents, and skills in Claude Code, and shipping side projects with every LLM I can get my hands on.
Logos I'm allowed to mention
Where the 400+ came from
Lead Instructor
General Assembly
Developed and delivered UX design curriculum, helping 200+ aspiring designers launch their careers in tech.
Lead Tutor
The Guardian London
Taught user experience and digital design principles to 200+ professionals across media and publishing.
What's on the turntable
The brief I give every team
“Solve a real problem, simply. Let the research argue, let the humans decide — and ship it better than last time.”
Grow people, not just pixels
I build teams that argue well, challenge assumptions, and outgrow their job titles. Promotions are my favourite deliverable.
Design is a business tool
Craft that doesn't move a number is a hobby. I align the work to real objectives so nobody has to defend the design team's existence — including me.
Humans first, dashboards second
Every decision starts with the people behind the screen — their needs, their frustrations, and the things they'd never write in a survey.
Perfect is a direction
Not a destination. Great work comes from testing, learning and refining — and from knowing when version three beats version perfect.
Don't take my word for it
Let's work together
A role, a project, or a strong opinion about design you need to get off your chest — my inbox is open for all three.
