Principal Product Designer focused on strategic systems thinking, design operations, and the intersection of AI and human decision-making.
Sharing learnings about design systems, product strategy, and the craft of building digital products.
Why Trust Must Be Designed to Drive Outcomes
A comprehensive guide to building trust through intentional design decisions, grounded in 20 years of leadership experience and focused on how designed experiences influence behaviour, decision-making, and long-term outcomes across complex products, teams, and organisations.
Get the book (opens in new tab)Deep dives into complex product challenges, strategic decisions, and measurable outcomes.
Building a unified design language that scales across multiple platforms, products, and international brands while preserving brand identity.
Redesigning Location Management, EPOS, and roaming profiles—improving operational efficiency while prioritising accessibility and colleague wellbeing.
Eight years of continuous evolution—two major platform transformations that scaled B&Q's digital channel from a small operation to a core revenue driver.
I am a product designer who thinks in systems. Over 15 years, I have moved from execution-focused product work to platform-level thinking, designing not just products, but the frameworks and tools that help teams ship better work faster.
My approach combines strategic thinking with hands-on craft. I believe the best design work happens when you deeply understand both the business context and the technical constraints. I am equally comfortable whiteboarding product strategy with executives and working closely with engineers on implementation detail.
Currently, I am exploring the intersection of AI and human decision-making, designing experiences that augment human capabilities while maintaining appropriate levels of human agency and oversight.
Token architecture, component libraries, governance models, documentation
Vision setting, platform thinking, roadmap shaping, prioritisation frameworks, stakeholder alignment
Human–AI collaboration, decision support patterns, conversation design, responsible AI, trust and oversight
Team workflows, tooling strategy, quality assurance, cross-functional collaboration, delivery enablement
End-to-end journey design, information architecture, interaction models, cross-product coherence
Design–code alignment, systemisation of patterns, implementation guidance, working with constraints
Interested in working together or just want to chat about design systems and AI? Reach out on LinkedIn.