About me

I'm a Lead User Experience Designer with a diploma in Advertising specialising in Art Direction, with over 14 year's digital work experience in London. I have worked for start-up businesses, large blue-chip companies dealing with B2B, B2C, e-commerce, digital ad agencies, software companies and consultancies.

I fit across all disciplines and practises of the UX cycle and provide an end-to-end service from inception through to delivering the final product, utilising Lean UX and Agile methodologies.

I'm a creative problem solver, who solves problems through design and I measure my success on customer's behaviour. I lead, manage and educate clients & teams throughout my thought process through to the final designs.

My disciplines include: Inception/discovery, research/assumption mapping/hypothesis statements/personas, user flows & journeys, information architecture,

wireframing/interactive prototyping, visual design and iterative testing.

I have trained Product owners & fellow team members to function and deliver within an agile environment, utilising the lean UX model in bringing out the true nature of a product to light faster, by reducing thorough documentation and increasing the focus on building the actual product through many iterations of ideas testing it on the users. This is known as the Build, measure, learn model.


User experience design, User interface design, Product design, Interactive design, Data design, Data visualisation, Agile, Lean UX, Art Direction, User research, Assumption mapping, Hypothesis statements, User testing, Quantitative research, Qualitative research, Agile methodology, Prototyping, Wireframes, Visual Design, Web design, Adobe Creative Suite,


Agile Development, agile methodology, Art Direction, Assumption mapping, Data design, data visualisation, HTML, hypothesis statements, Interactive Design, Interactive Prototypes, Interface Design, Journey Mapping, Lean UX, Product Design, prototyping, qualitative research, Quantitative Research, User Experience lead designer, USER FLOWS, User Interface designer, user research, User Researcher, UX/UI, Visual Layout, Web Design, Web Development, Wireframes

Sector Experience

Advertising, Audio / Visual, Computing (Software), Creative Services, Design, Digital (SEO, PPC, SEM...), E-Commerce, Information Technology, Internet, Mobile, New Media, Sports, UI / UX

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On the web
Skill Level
Senior, Director
Creativepool member since 23 June 2008