Senior Designer
I am a Senior Product & UX/UI Designer with 16 years agency experience, including 9 years leading creative output and 7 years as co-founding Director. I bring a strong entrepreneurial spirit and hands-on design proficiency to complex B2B, B2C and SaaS products, excelling in design systems, product strategy, and cross-functional collaboration. My approach combines strategic thinking with infectious enthusiasm for every project, using AI as a native part of my process from research synthesis and design rationale to working within AI-assisted build environments.
Outside of work, I enjoy street art, loud music, craft beer, my dogs and exploring East London.
Experience
Lead end-to-end product design for B2B, B2C, and SaaS products, from strategic planning through high-fidelity prototypes.
Build and maintain design systems in Figma, leading to 20% improvement in design-to-development efficiency and consistency across platforms.
Translate user needs and business requirements into design solutions through research synthesis, journey mapping and information architecture.
Drive Go-to-Market (GTM) and MVP strategies defining feature prioritisation and launch positioning through competitive analysis.
Validate design decisions through usability testing, stakeholder feedback and user research.
Present design rationale to C-level stakeholders through compelling narratives that secure buy-in and guide product direction.
Integrate AI tools daily into research synthesis, design rationale, stakeholder communication and build workflows, collaborating with engineering and product teams to maintain quality at pace.
Champion accessibility and design standards, advocating for WCAG compliance and user-centered principles across all projects.
History
Mockney by Nature
Freelance
Strategy & Design
Oct 2025 - Present
Designing the product experience for an AI-powered SaaS platform built on LLM technology and medallion data architecture, using Claude and AI-assisted tooling throughout the design and development workflow.
Totally Communications Ltd
Digital Agency
Senior Designer
2016 - Sep 2025
Led design for digital agency serving charities, professional services, healthcare and commercial clients. Managed cross-functional team reporting to COO.
Beef Digital
Digital Agency
Founder & Creative Lead
2013 - 2016
The Hangar 18 Creative Group
Design Agency
Founder & Creative Lead
2009 - 2014
Found and scaled two successive digital agencies, culminating in the successful establishment of Beef Digital in 2013 following the dissolution of The Hangar 18 Group.
Oversaw all P&L, business development, and creative direction for the agencies, driving revenue growth and securing a diverse client portfolio.
Led hands-on delivery of design, UX/UI, and digital strategy for key B2B and consumer clients, establishing early design systems and brand identity guidelines.
Popcorn Web Design
Design Agency
Creative Designer
2006 - 2008
Gas & Electric (formally Mutiny Communications)
Production Company
Artworker
2005 - 2006
University of Sunderland
BA 2:1, Electronic Media Design
2001 - 2004
Industry Expertise
Charities & Nonprofits
Business Disability Forum
Catch 22
Crisis
National Garden Scheme
Save The Rhino
Commercial & Professional Service
Furness Insurance Services
Judicium Education
Peregrine International
Share to Buy
Stowe Family Law
Thrive Approach
Riskhub
Vita Coco
YesRef
Healthcare & Medical
Gamcare
Marie Stopes International
NHS
We Care Group
International
Genpact
M&C Saatchi Performance
IFAC – the International Federation of Automatic Control
TXOne
Public
GOV UK
Resolution Foundation
The Wallace Collection
Wellcome Trust
Sports & Entertainment
Barbarian FC
Barnet FC - The Hive
The Totally Football Show
Process
Collaborate early — engineers, stakeholders, users in the room from day one, not at sign-off.
Questions before answers — user centred design starts with listening. The obvious answer is rarely the right one.
Design in the open — rough work shared early beats polished work shared late. Feedback on a sketch costs nothing.
Ship it, then improve — there's no perfect. Get it in front of real users, learn fast, iterate faster.
Mentor, don't direct — I give designers ownership of their work and ask questions rather than hand out answers.
Outcomes over output — I measure success by what changes for the user, not how many screens get delivered.
- Discover
Problem definition
Stakeholder interviews
Heuristic evaluation
Success metrics
Competitor analysis
Cross-market research
- Define
User interviews
User research
Personas
Jobs to be done
Journey mapping
Value proposition
- Ideate
How might we
Lightning demos
Sketching & exploration
Feature scoping
Prioritisation
- Design
User flows
Wireframes
Interactive prototyping
UI design
Design system
- Deliver
Accessibility review
Developer handoff
Analytics
Success metrics review
Iteration
Skills
Strategy & Direction
Design Vision
Leadership
Client Presentations
Workshop Facilitation
Mentorship
Strategy
Stakeholder Management
Design Operations
UX/UI & Accessibility
User Research
Information Architecture
User Flows & Journey Mapping
High/Low Fidelity Prototyping
Usability Testing
Design Systems
Web Accessibility (WCAG)
Technical Feasibility
Branding & Digital Identity
Digital Branding
Visual Identity Systems
Style Guides
Brand Guidelines
Design Language
Business Acumen
B2B/B2C/SaaS Acumen
Market Research
Customer Segmentation
Agile/Scrum
Cross-functional Collaboration
Tools
Design & Prototyping
Figma
Claude (inc. Figma plugin)
Adobe Creative Suite - Ps, Ai
Storybook
Framer & Replit
AI, Research & Analytics
Gemini
Adobe Firefly
Google Analytics (GA4)
Hotjar
Maze
Project & Team Workflow
Figma Jam
Jira
Confluence
Microsoft Teams
