100+
Different clients have sought my expertise, including a Fortune 500 company
150+
Projects successfully delivered
16+
Years in the game
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.
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.
Collaborate with cross-functional teams including engineering, product, and business stakeholders, streamlining agile processes to maintain design quality under tight deadlines.
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
Product design for AI-powered platform leveraging LLM technology and medallion data architecture as part of cross-functional design team.
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, not late — 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
- Ideate
How might we
Lightning demos
Sketching & exploration
Feature scoping
Prioritisation
- Define
User interviews
User research
Personas
Jobs to be done
Journey mapping
Value proposition
- 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
Adobe Creative Suite - Ps, Ai, XD
Relume
Framer & Replit
Zeplin
Storybook
Project & Team Workflow
Figma Jam
Miro
Trello
Jira
Slack
Loom
AI Tools & Automation
Claude (inc. Figma plugin)
Gemini
Adobe Firefly
User Research & Analytics
Google Analytics (GA4)
Hotjar
Maze
