Designer. Product strategist. Team builder. Currently shipping AI-native B2B products.
I've spent 18 years working at the intersection of design craft and product strategy, across agencies, startups, and scale-ups. From BBC newsrooms to customer success platforms, I'm drawn to problems that require depth of thinking, where understanding people and understanding business outcomes have to move together.
I'm a player-coach – I lead through the work, not from a distance. I work best in small, cross-functional teams where individual contribution matters. Where design isn't something that happens at the end of the process, but shapes the decisions that came before. I work across the product lifecycle – from early insight gathering through to visual craft and working closely with engineers on delivery. I've led teams, shipped solo, and done both. What matters is building products that solve real problems in ways that are both desirable and valuable, to the user and to the business.
Designing Hook's reporting system from scratch – the stopgap that revealed what proper needed to look like, the buy-vs-build decision, and how customer research shifted the framing from activity metrics to outcomes. Case study coming soon.
Designing the conceptual framework and product experience behind Hook's AI agent system – from detecting what's happening in an account to driving what happens next.
Hook was built on a simple, powerful idea: use machine learning to tell a CSM whether an account is likely to churn. It worked – until Hook's most valuable customers started asking questions a single account-level score couldn't answer.
Four years building a design and research practice from two people to thirteen, while staying close to the product. From Series B growth to replatforming, from individual contribution to org design.
An automated data-science platform powering a digital product for Carlsberg customers – automatically ingesting, cleaning and analysing multiple datasets to generate tailored recommendations in simple, human language.
A continuous 360 feedback and benchmarking tool for the world's leading retailers and their suppliers – encouraging cooperation at multiple levels in the supply chain and promoting category innovation and growth.
An iterative, customer-led approach to redefining a global loyalty programme – based on in-depth interviews with 68 people in Tokyo, Singapore, London, New York and Toronto about their travelling behaviours and relationship with Expedia.
Created tools for the BBC's team that changed their ways of working. A live prototype brought together news teams across editorial, radio, talent and live video production – allowing them to collaborate and see their combined efforts in one place.