I’ve worked with

and many more

My approach

UX Strategy

For me the greatest tool is getting an upfront understanding of the true context of a problem. Key to this is partnering closely with the stakeholders and paving the way for the UX team to do great work.

Getting context
I believe in deeply understanding the context of each problem to develop the most effective solutions. Investing in the wrong solution is costly—whether it’s solving the wrong problem, failing to meet user or business needs, or being technically impractical. By thoroughly analyzing the landscape, I ensure we stay on the right path and deliver optimal results.

Partnering with stakeholders
My key to success is building trust with stakeholders and partnering to understand each other's goals. Identifying the ideal outcomes for the business, understanding the user's true needs, and being open to a range of ideas and solutions are crucial. These all ensure that a project achieves the best possible results for the resources invested.

Design Process

Collaboration & Systems thinking
A systems thinking approach, combined with deep-dive design, and frequent collaboration, is key for great design work. Whether selecting the right photography, developing an IA, wireframing a footer, or designing a business workflow, thoughtful and collaborative design consistently enhances projects.

Double diamond & Toolkit of options
I’m a fan of the double diamond approach to UX and design, ensuring we identify the right problem before determining the best solution. Flexibility is key; with a vast toolkit at our fingertips, I prefer selecting the right tools for the problem and scope rather than rigidly adhering to a methodology.

Creative Direction

Direction style
With any project where I direct the work, my goal is to level up the team members during the creative direction process. This ensures they become more confident as practitioners, producing higher quality work and progressing strongly through their career.

Growing team members
My leadership style focuses on questioning and challenging decisions, sharing knowledge, and connecting team members with specialists or other teams. Building empowerment and autonomy is the foundation to this approach. Instead of giving direct instructions ("put this here," "make this bigger"), I encourage broader thinking ("what other techniques could help you solve this problem?" "have you considered talking to X in another team who is doing something similar"). This enables people to do their best work while continuously learning.

Management

Productivity via psychological safety
I’m a keen proponent of diversity and inclusion, and building psychological safety in teams. This approach has only been strengthened by the great work done at Google revealing that psychological safety was the biggest factor in predicting a productive team. As well as the volume of studies that confirm diversity and inclusion promote innovation and financial return. From my own experience leading teams, I have seen psychological safety lead to better performance and team health.

Team building and trust
I build team cohesion through easy going and open practices that promote trust and camaraderie, consistently demonstrating the values I advocate. By giving team members their own voice and opportunities to lead, they grow in their careers and develop into leaders themselves.

Currently working on

Managing UX Designer-Researchers, guiding strategy and providing UX creative direction across the following products

Previous projects in my current role