Brands & partners
25 years leading digital, AI and experience design at the heart of regulated finance, global FMCG and public broadcasting — still hands-on in Figma, the prototype and the prompt window, not just the strategy deck.
I'm not a leader who hands down a brief and disappears into slide decks. I sit with the team — in Figma, in the prototype, in the prompt window — and I ship. Across regulated finance, global FMCG, public broadcasting and tier-one agencies, I've learned the fastest way to move a large organisation is to combine board-level fluency with hands-on craft: token systems I help architect myself, AI workflows I test before I ask a team to adopt them, service blueprints I still sketch on a whiteboard.
That's the model I bring to every engagement: strategic enough to set direction and win the room, technical enough to stay in the build with product, design and engineering — using whatever the latest tool demands, from design-token pipelines to generative AI prototyping.
Empathy first — qualitative and quantitative research, stakeholder interviews, field studies.
Rigorous framing — competitive analysis, journey mapping, prioritised use cases.
Agile & iterative — design sprints, token systems, high-fidelity build, shipped in production.
Learning loops — usability testing, A/B validation, continuous experimentation.
Enterprise digital transformation, board-level stakeholder navigation, cross-functional engineering alignment.
Global design-system governance, token automation (Figma / Supernova), multi-brand asset scaling.
End-to-end service blueprinting, Lean UX validation, Human-Machine Interface design, continuous experimentation.
Enterprise GenAI integration, human-in-the-loop risk mitigation, strict WCAG accessibility.
From banking-floor GenAI adoption to a 120-brand design system, an Olympic Nike activation and BBC's first streaming platform — filter by discipline below.
Led design thinking and hands-on prototyping to bring safe, human-in-the-loop GenAI to 14,000+ global staff.
Founded and scaled Diageo's global design-token system — Bedrock UI — from a single pilot to the compliance backbone for 120 brands across 180 markets.
Founded Diageo's global CX/UX practice from a 4-person team, standardising design across 40+ agencies and shifting UX from execution to strategy.
Closed the gap between granular site friction and brand-health tracking with one honeycomb measurement taxonomy across five core journeys.
Turned an analog whisky-tasting ritual into thebar.com's first D2C product — and a white-label platform for the whole portfolio.
Drove a 10–15% conversion lift across Diageo's flagship D2C platforms by pairing session-replay data with the central design system.
Brought international market leaders to London to co-design a future-back roadmap for Diageo's global B2B ordering, invoicing and financing platform.
Mapped a 10-metre physical-to-digital experience map — now permanently installed at HQ — to unlock venue capacity and cut queues.
Delivered a mobile self-service app for broadband management and Wi-Fi optimisation, replacing heavy reliance on traditional support calls.
Brought agile service design into a legacy waterfall mortgage programme, bridging in-branch advisor tools with a new consumer mobile journey.
Directed the Tokyo retail activation that introduced Nike+ Fuelband to Japan — bridging physical retail with connected wearable tech.
Built the “Hello World” prototype that secured 100% executive sign-off in Korea for Samsung's Radiant360 R7 speaker.
Set the information hierarchy for a unified HMI system across Mustang, Focus, Lincoln and F-150 — mobile, HUD and digital cluster, governed by driver cognitive load.
Managed design delivery on BBC iPlayer V1 — redefining how the UK consumes content and setting the benchmark for public-service VOD.
Brokered the 2002 Nokia contract that put Sony Ericsson display technology into the iconic Nokia N95.
Led design thinking and conversational-AI prototyping for internal Generative AI adoption, using a human-in-the-loop model to safely accelerate deployment inside a highly regulated bank.
Founded and led the global UX/CX practice; architected the Bedrock UI design system across 120+ brands and 180+ markets; drove double-digit conversion gains across D2C platforms.
Partnered with Fortune 500 retail and tech clients to translate complex business challenges into actionable service-design strategy; directed multidisciplinary teams on large-scale digital transformation.
Championed Agile service design inside legacy waterfall operations, overhauling the RBS home-buying customer lifecycle across in-branch advisor tools and consumer mobile.
Led transformative client engagements, ensuring user experience drove product definition.
Directed the integration of physical hardware and digital storytelling for immersive “phygital” innovations, including the Nike+ Fuelband Japan launch.
Project Director for Ford's Vehicle Experience and visual design system, embedding safety-critical validation into next-gen automotive HMI across HUD and multiscreen cabin displays.
Delivered V1 of BBC iPlayer, managing design teams and partners on day-to-day delivery; created interactive second-screen ecosystems unlocking BBC's archives for user co-creation.
Early career: consumer-electronics and display innovation with Samsung and Sony Ericsson — see the R7 and Sony Ericsson case studies.
BSc (Hons) Optoelectronic Engineering and Laser Physics, University of Northumbria. Certifications: Responsible AI (LinkedIn Learning), Agile Scrum Master, PRINCE2 Practitioner, Google Data Analytics Certificate (in progress).
Open to senior leadership roles in digital, AI enablement and experience design — where strategy still means being in the file with the team.