Twenty years in digital design and more than a decade shaping complex products and services from evidence through delivery.
I work hands-on while influencing cross-functional decisions, reusable service patterns and product direction across policy, operations, security and engineering. My work includes identity-verification patterns adopted across more than 30 government services, restructuring nearly 3,000 content items at Chambers and measurable service outcomes across insurance, health and financial services.
Research: product discovery, generative and evaluative research, mixed methods, stakeholder and user interviews, contextual inquiry, surveys, call listening, analytics, usability testing, card sorting, tree testing and qualitative synthesis.
Design: product and service strategy, journey mapping, service blueprints, information architecture, user flows, interaction design, design systems, wireframes, prototypes, responsive design, accessibility and inclusive design.
Experience
BubblefishUX
Independent Product & Service Design Consultant, Founder
Independent consultancy delivering research-led product, service and UX design. I embed as a senior individual contributor or working lead, owning research and carrying evidence through service definition, interaction design, prototyping, validation and delivery.
Healthy Working Wales · Lead UX Designer and Researcher · 2023–2024
Led staff workshops and employer interviews, then used journey mapping, card sorting and tree testing to redesign the service structure. Four prototypes were iterated through fortnightly usability testing, reaching 86% first-click success and 85% task success.
Veygo by Admiral · Senior Product Designer · 2021–2022
Combined call listening, analytics, support-team workshops, interviews and usability testing to redesign claims, subscriptions, mobile and support journeys. The changes contributed to 23% fewer customer-service calls.
HMRC identity verification · UX Lead · 2019–2021
Led inclusive research, interaction design and service design for reusable identity verification. Translated evidence into cross-service journeys and interaction patterns with policy, security, operations and engineering teams. The approach was adopted across more than 30 services and user satisfaction increased 122% year on year.
Help to Save / GOV.UK · Senior UX Designer · 2016–2018
Used analytics, heatmaps, interviews, usability testing and rapid prototyping across HMRC, NS&I and Atos. The service met GDS standards, reached 91% user satisfaction and received three Financial Services Forum Awards.
Chambers & Partners · Lead UX Researcher and Designer · 2018
Led research and design for the move from paper-led publishing to a digital product. Analysed 500 survey responses and restructured nearly 3,000 content items through global card sorting. Primary-goal conversion increased sevenfold.
UXInsights.ai
Lead Product & Service Designer, Founder
Lead product and service design for asynchronous AI-moderated voice interviews. Designed the implemented workflow across research goals, study setup, recruitment, participant interviews, traceable synthesis and reporting, working with engineering on edge cases and product priorities.
Lebara Mobile
Senior UX Researcher and Designer
Led research and design across payments, top-up, shopping, account dashboards, forms and digital support, using analytics, competitor evidence, interviews and usability testing.
Tristar Worldwide
Lead UX/UI Visual Designer, Director Designate
Led an international digital and corporate redesign across the UK, Hong Kong and USA. Established brand guidelines and a consistent customer experience. The work received a ProDriver Award bronze.
Earlier design leadership
Creative Director, Senior Design Manager and UX/UI roles
Led designers and delivered digital products, e-learning, campaigns and interactive media for organisations including PlayStation, PwC, Madrid Council and the Spanish Ministry of Education, Culture and Sports.
Education and selected training
Advertising and Public Relations, C.E.S. Villanueva · Digital Media, Trazos School of Arts · GDS Interaction Designer training · Qualitative Research Methods, University of Amsterdam · Human-Computer Interaction, University of San Diego