I design meaningful, accessible digital experiences — where strategy meets craft, and clarity meets emotion.
Design lead with 10+ years transforming complex enterprise challenges into user-centred, high-impact digital products. Specialising in narrative-driven UI that balances emotional engagement with exceptional usability across GDS-compliant GovTech (65M+ users), B2B SaaS, and Fortune 500 AI adoption programmes.
As a Hands-on designer, I can rapidly visualise concepts into prototypes, leading end-to-end design from research data and information architecture through high-fidelity UI and delivery.
Expert in design systems, visual hierarchy, typography, and accessibility standards—confidently presenting to C-Suite whilst mentoring design teams and championing UX best practices across agile, cross-functional environments.
Creating a product that delights the user and enhances their usability is my passion.
My UI/UX digital skills, and graphic design art director background, enables me to work autonomously as well as collaboratively, integrating stakeholder feedback into cohesive design narratives whilst driving continuous improvement through user journey mapping, usability testing, and iterative refinement.
I'm an innovative, driven self starter, growing ideas and collaborating with all skill sets to learn more about their needs, to work as one and improve the product.
Recent Impact & Scale
• Transformation: Led UI/UX for UK Government's highest-traffic digital service (2.2B+ COVID-19 interactions, 65M users)
• Revenue/Funding: Designed AI care platform presentation securing £1.5M Innovate UK funding (top 2% nationally, 20/20 score)
• Adoption: Increased Fortune 500 AI/Copilot adoption from 23% to 78% across 30,000+ employees, boosting productivity 70%
• Efficiency: Reduced NHS Scotland clinician onboarding by 75% through simplified IA and compliant mental models (8,500+ professionals)
Awards & Recognition
• GovUK NHS Gold Standard Award – User-Centred Design Excellence (2020)
• Cognitive Accessibility Award – 90% Comprehension Improvement (2021)
• Qualified Career Coach – Leadership & Development
Coaching qualification
Career coaching and development Qualification achieved, and Practised for 2 years
Core Competencies
Core Expertise: Product Strategy, AI/ML Interface Design, Design Systems Architecture, Cross-functional Team Leadership, Stakeholder Management, Accessibility Compliance (WCAG 2.1, GDS Standards), User Research & Usability Testing, Information Architecture, Design Operations, End-to-End Product Design, defining product look, feel and user engagement.
Core Expertise: Product Strategy, AI/ML Interface Design, Design Systems Architecture, Cross-functional Team Leadership, Stakeholder Management, Accessibility Compliance (WCAG 2.1, GDS Standards), User Research & Usability Testing, Information Architecture, Design Operations, End-to-End Product Design, defining product look, feel and user engagement.
Technical Skills
Design Tools: 5+ years Figma (Expert), Sketch, Adobe CC (Expert) Illustrator, InDesign, Prototyping (Expert), GDS (Expert).
Design Tools: 5+ years Figma (Expert), Sketch, Adobe CC (Expert) Illustrator, InDesign, Prototyping (Expert), GDS (Expert).
Collaboration: 5+ years Miro, Jira, Confluence. Methodologies: Agile, Scrum, Design Thinking, Lean UX, Mental Models, Working with user researchers, to identify user needs from a service and use that information to inform and iterate design decisions.
Research & Analytics: UserTesting, Competitor Analysis, Conversion Optimisation, Google Analytics.
Clients
Throughout my career, I have had the pleasure of working with a great range off clients including:
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