Case studies
Tesco Clubcard
Growing customer value across Tesco Clubcard
Growing awareness, participation and engagement of 17.3m digital customers.
Three
Rebuilding onboarding during the pandemic
Increasing registration success 52% while reducing operational costs.
Tesco Clubcard
Scaling Tesco's home delivery subscription
Achieving 690k subscribers, 90% retention and £14m in annual sales.
JP Morgan
Reducing risk through user-centred design
Embedding design in a $1tn-per-day complex banking platform.
Virgin Red
Designing a loyalty platform for Virgin
Creating a unified rewards experience for 60+ Virgin brands.
How I work
Start with the real problem
I focus on understanding the real problem before deciding how to solve it. Whether the challenge is customer, organisational or commercial, I look for root causes rather than reacting to symptoms.
Stay close to the work
Leadership and strategy are a large part of my role, but I stay close to the customer, the product and the teams delivering it. I contribute hands-on where it adds the most value.
Make it simple
I encourage clear thinking and simple language over jargon, helping teams make sense of complexity, challenge assumptions and make better decisions together.
Develop people and teams
Building strong teams starts with hiring great people and creating the right mix of skills and perspectives. Through coaching and feedback, I help designers grow their confidence, capability and impact.
Exploring AI in Practice
Like everyone else, I'm learning as I go! I'm actively exploring how AI can support research, prototyping, knowledge sharing and team workflows, focusing on practical ways to improve quality, reduce effort and help teams work more effectively.
See this approach in practice
Credentials
Recommendations
"A leader you trust to run a team well; thoughtful, direct, and committed to doing things properly."
Chloe Smith, Head of Product Design, Tesco
"Understands user needs, accelerates consensus across organisations, and designs ideal solutions."
Seth Druck, Executive Director, JP Morgan
"A key authority on user behaviour, proposing changes with a common-sense approach.”
Darren Irish, Lead Product Manager, Three
Certifications
Interaction Design Expert, Nielsen Norman Group
BA (Hons) Human Resource Mngt, Southampton Solent
HND Graphic Design, Northbrook College