About

I've been doing this since before there was a name for it.

I was 15 when I started studying art and design, back when the discipline was broad enough that nobody really knew what it would become. I had a ZX Spectrum at home, and I was already obsessed: the games, the interfaces, what it felt like to interact with a machine and have it respond. I didn't know I was studying UX. I just knew I couldn't stop. The pleasure hasn't changed.

I'm a product designer, though that label has always felt a bit narrow. Over the years I've done brand work, marketing design, led teams, and co-founded a company. ChattyFeet was a gift brand built on the idea that grown adults have a playful side they rarely get to show. The work has always moved between disciplines, and I've come to think that's a feature, not a bug. Having worked across startups and established companies, across product and brand, gives me a different kind of context. I understand what it costs to make a decision, and what it means when the wrong one ships.

The rest of the work has always involved navigating uncertainty, not knowing exactly how something will land until it does. AI has changed the speed of that loop. I can prototype, test, and find out faster than ever before.

I'm based in London and currently available for new projects.

Download CV

The outside view.

Fresh eyes see what familiarity hides. Ask the obvious questions fast, before the obvious stops being visible.

Simplicity as discipline.

It's easier to add than to remove. Understand the problem first, resist adding until it's necessary. Simplicity isn't a style. It's what's left when you've made the right decisions.

Aesthetics as function.

How something looks changes whether people trust it, understand it, enjoy using it. But aesthetics is often the last thing considered and the first thing cut, because it's hard to measure. That doesn't make it less real. It makes it harder to defend, and more worth defending.

Data as honesty.

Before anything is built, understand what success looks like and question whether the right thing is being measured. After it ships, go back. Did it work? Why not? What assumptions turned out to be wrong? Not every project has the data needed. That's a constraint to name, not an excuse to skip the question.

Play as signal.

A problem worth solving should feel like a game worth figuring out. The best products have moments of unexpected joy in them, not cosmetic touches bolted on at the end, but something that makes people stay, come back, tell someone else. A purely functional product does its job and disappears. Delight is what makes it memorable.

Generalist by nature, faster by design.

Spending a career across disciplines, roles, and company sizes builds a different kind of thinking. AI has made that breadth more valuable, not less. The generalist who can move across design, code, and strategy and use AI to close the gaps is exactly what this moment needs.

What I believe in