About me
I craft strategic, visually compelling digital experiences that drive impact and engagement
“I find joy in making things that just work.”
I always had a profound interest on how people interact and use digital technology. Captivated by complex yet practical products such as smartphones and computers. A lifelong passion for design, coupled with an education in technology, created a unique blend of interests in assisting people. Helping them without them knowing someone’s got their back.
Throughout my career, I’ve had the privilege of working with renowned brands, collaborating with incredibly talented individuals, leading exceptional teams – and most importantly – resolving numerous user problems.
I grew into a T-shaped designer and honed my skills in every aspect of product design, but always on the lookout for new practices, tools, and processes to stay ahead of the curve. Leading teams and projects is my bread and butter, but I’m hands-on when it’s needed. Highly strategic, but will also spot an inconsistent border radius. Comfortable working with complex end-to-end journeys, multi-platform experiences, and design systems. I’m really good at bridging between stakeholders, by speaking the research, design, UX, development, and product language – and aspiring to learn business more.
What I do
UX strategy
Without clear direction it’s hard to navigate. I can help to develop a UX strategy that focuses on improving the overall customer journey, optimizing interactions, and ensuring that the product/service meets user expectations.
UX strategy
Without clear direction it’s hard to navigate. I can help to develop a UX strategy that focuses on improving the overall customer journey, optimizing interactions, and ensuring that the product/service meets user expectations.
UX strategy
Without clear direction it’s hard to navigate. I can help to develop a UX strategy that focuses on improving the overall customer journey, optimizing interactions, and ensuring that the product/service meets user expectations.
Usability audits & research
Where are the opportunities for improvement? I can perform comprehensive UX audits to identify usability issues within existing products and provide recommendations for improvements that enhance user engagement and overall performance.
Usability audits & research
Where are the opportunities for improvement? I can perform comprehensive UX audits to identify usability issues within existing products and provide recommendations for improvements that enhance user engagement and overall performance.
Usability audits & research
Where are the opportunities for improvement? I can perform comprehensive UX audits to identify usability issues within existing products and provide recommendations for improvements that enhance user engagement and overall performance.
User journey optimization
I optimize user journeys based on customer research to eliminate pain points and frictions. Map out and prioritize opportunities, use data to build strong hypothesis, explore best practices and find useful patters, so we can find the best solutions.
User journey optimization
I optimize user journeys based on customer research to eliminate pain points and frictions. Map out and prioritize opportunities, use data to build strong hypothesis, explore best practices and find useful patters, so we can find the best solutions.
User journey optimization
I optimize user journeys based on customer research to eliminate pain points and frictions. Map out and prioritize opportunities, use data to build strong hypothesis, explore best practices and find useful patters, so we can find the best solutions.
Wireframing & prototyping
When it comes to solutions, I can create wireframes and design concepts, and rapidly develop them into clickable interactive prototypes. Beyond communicating the solution, these can be also suitable for usability testing to gather feedback before quantitative (A/B testing) and implementation.
Wireframing & prototyping
When it comes to solutions, I can create wireframes and design concepts, and rapidly develop them into clickable interactive prototypes. Beyond communicating the solution, these can be also suitable for usability testing to gather feedback before quantitative (A/B testing) and implementation.
Wireframing & prototyping
When it comes to solutions, I can create wireframes and design concepts, and rapidly develop them into clickable interactive prototypes. Beyond communicating the solution, these can be also suitable for usability testing to gather feedback before quantitative (A/B testing) and implementation.
Design systems
Don’t just build solutions! I design with consistency and scalability in mind, so my outputs are not just screens and prototypes. They are composed of system-aligned building blocks, ready to be plugged into your code. Design systems power consistent digital products, automate handover, streamline development, and guide accessibility. Therefore it’s essential for large organizations with complex digital products.
Design systems
Don’t just build solutions! I design with consistency and scalability in mind, so my outputs are not just screens and prototypes. They are composed of system-aligned building blocks, ready to be plugged into your code. Design systems power consistent digital products, automate handover, streamline development, and guide accessibility. Therefore it’s essential for large organizations with complex digital products.
Design systems
Don’t just build solutions! I design with consistency and scalability in mind, so my outputs are not just screens and prototypes. They are composed of system-aligned building blocks, ready to be plugged into your code. Design systems power consistent digital products, automate handover, streamline development, and guide accessibility. Therefore it’s essential for large organizations with complex digital products.
Accessibility
Accessibility is a foundational principle during my design process. Beyond checking your website or app for improvements, it’s important long-term to build accessible and inclusive design into the product design strategy. Existing accessibility standards (ADA, EAA) are here, and new ones might come, therefore it is crucial for businesses to be ready and compliant.
Accessibility
Accessibility is a foundational principle during my design process. Beyond checking your website or app for improvements, it’s important long-term to build accessible and inclusive design into the product design strategy. Existing accessibility standards (ADA, EAA) are here, and new ones might come, therefore it is crucial for businesses to be ready and compliant.
Accessibility
Accessibility is a foundational principle during my design process. Beyond checking your website or app for improvements, it’s important long-term to build accessible and inclusive design into the product design strategy. Existing accessibility standards (ADA, EAA) are here, and new ones might come, therefore it is crucial for businesses to be ready and compliant.
Performance evaluation
It’s important to evaluate and optimize your website’s performance. Did you know that slow load times, and unresponsiveness are the most common reasons for poor site performance and usability?
Performance evaluation
It’s important to evaluate and optimize your website’s performance. Did you know that slow load times, and unresponsiveness are the most common reasons for poor site performance and usability?
Performance evaluation
It’s important to evaluate and optimize your website’s performance. Did you know that slow load times, and unresponsiveness are the most common reasons for poor site performance and usability?
Product growth
Let’s turn success into growth! I can help you to embed product evolution into your organization’s DNA. Develop a process, so your digital product can be continuously improved based on data and feedback, while it stays consistent and scaleable.
Product growth
Let’s turn success into growth! I can help you to embed product evolution into your organization’s DNA. Develop a process, so your digital product can be continuously improved based on data and feedback, while it stays consistent and scaleable.
Product growth
Let’s turn success into growth! I can help you to embed product evolution into your organization’s DNA. Develop a process, so your digital product can be continuously improved based on data and feedback, while it stays consistent and scaleable.
Tools I use
Work experience
Design Lead
The Genius Group
2025 - Present
Head of UX
JD Sports
2022 – 2025
UX Lead
Moneysupermarket
2021 - 2022
Senior UX designer
Moneysupermarket
2016 - 2021
Design Lead
The Genius Group
2025 - Present
Head of UX
JD Sports
2022 – 2025
UX Lead
Moneysupermarket
2021 - 2022
Senior UX designer
Moneysupermarket
2016 - 2021
Design Lead
The Genius Group
2025 - Present
Head of UX
JD Sports
2022 – 2025
UX Lead
Moneysupermarket
2021 - 2022
Senior UX designer
Moneysupermarket
2016 - 2021