A Little About Me

I’m an established design leader with close to a decade of experience. I oversee diverse interdisciplinary teams, fostering relationships with both designers and stakeholders to establish design practices that people want to work with and be a part of.

I approach both design and leadership with a focus on people, establishing empathy for the people who make and the people who use the products my team brings to life. Throughout my career I’ve collaborated with a diverse set of brands including Emirates, Stripe, and Aliph Capital, leading design teams to create insight led, human-centred experiences that ensure both business and user needs are met. My UX practice combines product design, service design, design thinking, research and experience strategy, all with a relentless focus on the end user.

My most recent role was Director of Product Design at Pvotal Technologies, leading a team of 12 product designers, researchers and graphic designers.


Interviews & Publications

https://home.supermoney.com/does-amc-take-apple-pay


What I'm Reading

📚 Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire

📚 How Capable Leaders Navigate Uncertainty and Ambiguity

📚 How to Put Your UX Roadmap to Work

📚 Future Software Should Be Memory Safe

📚 The 14 pains of building your own billing system.

Portfolio

Case Studies & Animations

Case Study
PayPal Digital Wallet
Case Study
Fintech - BuyNowPayLater
Case Study
POS & Inventory Mgmt
Case Study
Underdog - Mobile App Feature Proposal
Advertisement
3Rein Applciation Advertisement
Motion Design
Underdog - Mobile App Feature Protoype
Motion Design
Motion Design - Parallax Effect
Case Study
Finance Tracker
Motion Design
Motion Design - 3D Prototype
Case Study
Smart Home Automation
Motion Design
VR - Game Dashboard & Chat
Motion Design
Motion Design - 3D Card Rotation

Blog

Discover the world of design with In Focus articles

My Approach

Problem Solving

I adopt an iterative and adaptive process that thrives on the "build to think" method, guided by insights from user data.

Validation Methods

I base decisions on user engagement often employing moderated and unmoderated usability testing and a bevy of alternate uxr methodologies in my toolbox.

Guided by Insights

Design direction is shaped through user insights, imaginative thinking and the exploration of potential design opportunities.

Ever-Evolving

I believe that design work is never truly finished, continually evolving in response to user needs and business goals.

Customer-Centric Focus

A main focus for designers lies in empathizing and comprehending user behaviors and needs in all phases of the process.

Strategic Communication

Carefully crafting visual and narrative elements to convey a cohesive message while practicing inclusion with cross functioning teams.

Team Building Expertise

I've built design teams with a combination of specialized core skills and a versatile range of secondary abilities, alongside a culture of creative collaboration, is a fundamental aspect of an outstanding team.

Flexible Project Management

Project sprints are often of a temporary nature, comprising specific tasks with flexibility in the teams work day. I empower my team through clear scope and communication enabling them to independently succeed in their solutions. Divergence is a core principle to the double diamond approach.

Recognition and Appreciation

I highly value peer recognition based on the data-driven assessment of the excellence and measurable impact of our solutions fostering a culture that appreciates and acknowledges the tangible contributions made by our team members.

Process Snapshot

The User-Centered Design Process is an iterative and cyclical approach, with feedback loops at each stage. It promotes empathy for users which in turn leads to designs that are intuitive, efficient, and satisfying to use. This methodology not only improves the quality of the end product but also increases user satisfaction and, ultimately, the success of the solution and business.

Process Image