2025 - Now
Multiverse - Director of Experience
- Apprenticeship platform for tech, data and AI careers.
- Built Multiverse's Design function from the ground up inside the Tech org - hiring 8 very strong candidates (incl. a Research Manager from Meta and a Product Design Manager from Carta and to Staff from Meta + Wise) and growing to a team of 20 across Product Design, Research, Brand, Design Systems and Accessibility.
- Built an AI-native design culture: Claude Code 101 sessions, Figma Make jams, hybrid designer-developer roles, AI-assisted design system prototyping workflow.
- Deployed the first known agentic VPAT accessibility programme - 1 engineer, 13 PRs, 22 production fixes, 50% of WCAG 2.1 AA backlog cleared with zero squad capacity (vs. industry standard 4–6 people at $10k+).
- Led a full AI first brand refresh using an AI-readable design system with semantic tokens, AGENTS.md rules and self-serve tooling. SLAs dropped from 5 days to under 2 hours. Set to launch end of year.
- Established Multiverse's first Voice of User function and CSAT audit programme - a continuous insight loop into senior leadership for the first time.
- Established first ever fully staffed Agentic Design System Team. Published the company's first AI led competency framework across Design & UXR.
Design Leadership
AI-Native
Team Building
Design Systems
Accessibility
Brand
2023 - 24
Cleo - Interim Head of Design
- AI-powered financial assistant app helping Gen Z manage their money.
- Scaled the design team from 8 to 20. Pitched and won budget for the company's first ever Design Systems squad. Led the IA redesign that cut the app's tabs from six to four, and rolled out CSAT & UX Quality standards across 17 squads.
Design Leadership
Team Scaling
Design Systems
UX Strategy
2019 - Now
- My own coaching practice for designers and design leaders.
- Coaching designers and managers from Amazon, Monzo, Figma, Google, Meta, IDEO, IKEA, Lloyds, and more. A self-coaching syllabus built on lean loops and continuous delivery - helping designers find their voice, grow influence, and prototype their careers like they would a product.
Coaching
Founder
Career Development
Public Speaking
2021 - 23
- Web3 infrastructure for trading physical assets on the blockchain with legal certainty.
- Led the design direction for a breakthrough Web3 legal innovation: digital passports for physical assets. Directed pitch deck and fundraise narrative - a 4,700% increase in follow-up VC calls and a £550K bridge round. Found product-market fit with B2B high-value assets and tripled the enterprise pipeline.
Web3
Design Leadership
Brand
Fundraising
2020 - 21
GfK - Interim Head of Design
- Global consumer intelligence and market measurement company.
- Scaled the design team from 5 to 15. Established the first ever UXR team. Trained 30+ PMs and 15 designers in hypothesis-driven design and seeded product trios across the org. Shipped gfknewron 1.1 - the first paying client in two years.
Design Leadership
Team Scaling
User Research
Coaching
2019 - 20
Playdeo - Product Design Manager
- Interactive video studio creating playable stories on mobile.
- Contract role leading product design and managing a team of four on an interactive video platform.
Product Design
Team Management
2015 - 18
Meta - Senior Product Designer
- Social technology company behind Facebook, Instagram and WhatsApp.
- Built and launched Creative Hub - a WhatsApp / Instagram / Facebook advertising mockup tool - from alpha to acquisition by Ads Manager over three years. Improved Ad ROI by 30%.
Product Design
0 → 1
Advertising
2015
Ustwo - Senior Product Designer
- Independent digital product studio - creators of Monument Valley.
- Contract role launching the Barclays Mobile Banking design guidelines.
Product Design
Mobile
Banking
2013 - 14
Belua - Founder & Director of Design
- Early Web3 consumer product, covered by TechCrunch.
- Co-founded an early Web3 product (covered by TechCrunch), running design end-to-end across brand, product, and pitch.
Founder
Web3
Brand
2012 - 13
Barclays - Senior Visual Designer
- British multinational bank.
- Contract role on the Barclays Mobile Banking app.
Visual Design
Banking
2010 - 12
- The world’s largest independent design consultancy.
- Contract role at Pentagram's New York studio across product and brand engagements.
Product Design
Brand