Designing
for users.
Accountable
to the business.
Over nine years across startups, Flutter Entertainment and JD Group. I work upstream — shaping the brief before the design begins, and holding the commercial thread through to delivery.
Introduced real-money cross-sell into a free-to-play product. 20% CTR. £1.5m additional revenue across a 14-day test.
Reframed the brief from optimisation to architectural redesign. CTR from 18% to 32%. Weekly revenue from navigation journeys up from £125k to £205k.
Challenged the brief before accepting its constraints. Reset the scope conversation, sequenced delivery around customer journey criticality. Live across two markets without drop-off.
Identified a systemic language-resilience failure nobody had briefed. Rebuilt 17 components and embedded localisation into the QA process before 12-market rollout.
How I work
Built to Repeat
Most design processes are checklists. This one is a way of thinking — built to work upstream, across teams, and at pace. Ten designers have worked to it across two organisations.
Open to
the right role.
Looking for Senior and Lead Product Design roles where design has genuine influence and the work connects to real outcomes. Permanent or contract.
Get in touch →- Senior or Lead · IC or player-coach
- Product-led culture with design at the table
- Complex, high-traffic digital products at scale
- Manchester hybrid, or remote with occasional office days
About
Senior designer.
Strategic lens.
I didn't start in design. Recruitment came first, then UX, then nine years of platform-scale products across two of the UK's biggest digital businesses. The non-traditional route turned out to be useful.
More about me →Published · 2026
Designing with AI:
Prompt Thinking
for Product Designers
A practical guide to integrating AI into a design workflow without losing the craft, written for working designers navigating the shift.
Read on Amazon →