About me

'm a Senior Product Designer who helps organisations solve complex product challenges through research, strategy, experimentation, and delivery.

Over the last decade, I've worked across SaaS, fintech, insurance, retail, and education, leading initiatives that improve customer experience, increase conversion, and enable teams to deliver products more effectively. My work spans the entire product lifecycle—from discovery and user research through to product strategy, design, validation, implementation, and optimisation.

I specialise in bringing clarity to complex problems. By combining user insight, business objectives, and technical constraints, I help teams identify the right opportunities, align stakeholders around a shared vision, and deliver solutions that create measurable impact.

I work closely with Product Managers, Engineers, Data Scientists, and senior stakeholders, facilitating workshops, leading research programmes, validating concepts through testing, and translating insights into scalable products and services.

Whether redesigning customer journeys, building enterprise platforms, establishing design systems, or shaping AI-enabled workflows, my focus remains the same: solving meaningful problems and delivering outcomes that benefit both users and the business.

Selected outcomes:
- Increased conversion by % through experimentation-led redesigns
- Improved progression to quote stage by %
- Reduced purchase journey completion time by %
- Accelerated delivery through scalable design systems and component libraries
- Designed and launched Cairn, an AI-powered workflow platform supporting product teams
- Influenced product strategy and roadmap decisions through research, testing, and cross-functional collaboration

Ian's work

The Guardian £1.4m pitch win for Seat campaign

British Airways / The Bahamas website

Awarding-winning, multi-platform Kia campaign - 'The Power to Surprise'

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