Evidence, not opinion.
Designing for users. Accountable to the business. Nine years at platform scale inside Flutter Entertainment and JD Group — now looking for the next Lead or Senior role, permanent or contract.
Alongside the search, I run the Design Maturity Diagnostic — a framework for finding out where design actually sits in an organisation.
Exhibit 01JD UP — Manchester, 2026
Case studies
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CASE 01
JD Sports — Main Navigation
Reframed the brief from optimisation to architectural redesign. CTR from 18% to 32%. £300k+ revenue uplift across a 28-day A/B test.
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CASE 02
JD Sports — Cognito: Authentication Migration
Challenged the brief before accepting its constraints. Reset the scope conversation, sequenced delivery around customer journey criticality. Live across two markets without drop-off.
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CASE 03
JD Sports — Design System: Localisation
Identified a systemic language-resilience failure nobody had briefed. Rebuilt 17 components and embedded localisation into QA before 12-market rollout.
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CASE 04
JD Sports — Product Customisation
Found a confidence gap beneath a capability problem — not a design problem, a trust problem. Resolved it with a rendering reframe and built the brand safety governance framework from scratch.
Built to repeat
The same systemic thinking behind the four lenses in the Diagnostic — applied here to how ten designers have worked, across two organisations, without losing consistency.
For hiring managers.
Looking for Senior and Lead Product Design roles where design has genuine influence and the work connects to real outcomes. Permanent or contract.
Open to opportunities Get in touch →- A lead or senior role with real design influence
- High-traffic products at platform scale — the kind where bad decisions hurt
- A culture that debates the problem before jumping to the solution
- North West hybrid or remote · open to the right setup
Doesn't need to tick every box — but the more it does, the better the fit.
The Design Maturity Diagnostic
A structured, evidence-based read on where your design function actually sits — not where you hope it is. Built on a framework shaped by nine years in design roles at two FTSE 100 businesses — including the contrast between one where design reported to the CEO, and one where it didn't.
Most organisations sit at Stage 1–2 and believe they're at Stage 3. The gap between the two is usually the most useful single finding in the report.
- A scored assessment against the five-stage Ladder above
- Findings across four lenses — structural position, decision proximity, investment signals, cultural language
- A prioritised, sequenced fix list — what to address first, and why
- A closing walkthrough with your sponsor, live
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 →Books & guides for
product designers.
Writing on AI, stakeholder work, and design leadership — including the Design Maturity Playbook, the same framework behind the Diagnostic above.
Browse the library → (opens in a new tab)