Let's design the future

I live and breathe innovation. What fascinates me is the interaction between people and technology, how this is evolving every day and the possibilities it creates.

As a Design Lead I make these possibilities into products.

With a degree in Industrial Design and 11 years experience in Digital Design my aim is to close the gap betweeen the physical and digital, providing a holistic product experience.

In 2016 I finished 3 years working with Google and I'm now a Design Lead at ustwo in London. Give me a shout on Email or LinkedIn, I’ve always got time for a chat.

This is what I do

I'm a generalist and proud. Product Design to me includes User Experience, Art Direction and UI Design.


This is how I work

I can't give too much detail on projects due to confidentiality, but here's a look at my process with some teasers along the way.

For full case studies please contact me.


Who are they? Meet them and listen to them. Create personas and stories. What matters to them? Be focused and define a clear product vision which meets their needs.

Example: Google Careers
When we were briefed with redesigning the Google Careers website, we started by talking to, and working with Googlers to really get under the skin of how they think.


The insight was very simple; Googlers work really hard to solve problems. This led me to write the philosophy and tag line.


Answers aren’t found.
They are built.
They are crafted and coded. Hacked and patched.
Answers are engineered.

Some will be good, some better.
They can come from a person, a team or even a machine.

Answers can come from anywhere.
All you need is a question.

Google Careers
Bring questions. Build answers.


This simple thought, that answers are built not found, had a dramatic effect on the product we were creating, from user experience to tone of voice.



Start in full-on dream mode. Imagine anything is possible. Research, prototype, test, repeat and move on to the next idea.

Example: Google I/O Installation
I was researching the idea of 'hidden in plain sight' for an installation at Google I/O and came across the process of screen polarisation. Seeing huge potential in the idea I hopped on Gumtree, made some calls and picked up an old LCD screen. By the next morning I had a working prototype.


Not pretty, but it was a proof of concept which demonstrated the power of the idea and ultimately became reality at I/O. Get in touch if you'd like to see the final product, it’s awesome and was called 'truly spectacular' by one of the Google VPs.


Map the journeys, wireframe the experience, prototype, test, repeat.

Pen and paper is still my go-to method for for mapping journeys and wireframing, although increasingly I'm using prototyping tools to rapidly test user flows and interaction patterns. I think this new workflow is a real game-changer for designers.


Example: Roundly
In 2015 a friend and I released Roundly, a list app with a focus on time. It started life as a spreadsheet followed by wireframes then a clickable prototype.



How should the product feel? Sometimes I like to imagine who the product would be if it were a person. A quirky friend? A polite concierge? What would they wear? How would they speak to you? Create mood boards, style sheets and copy guidelines.

Example: Roundly
When we designed Roundly we wanted it to feel zen-like to use, but we also gave ourselves the challenge of creating an app that was recognisable from across a room. This led us to embrace a bold colour palette. The style is functional as well as beautiful, with the colours changing as you get further through a list.



When you combine the UX design with the tone and style, magic happens. The product springs to life, in all its useful, usable and beautiful glory. This is where the visual design stuff happens; Interface design, interaction design, component design, pattern design, motion design, design design.

Example: Project X
My most accomplished project to date, I designed this product from the ground up with one other designer, working closely with the team at Google. It involved UX, UI, interaction design, prototyping, user testing and working with front-end and back-end developers. It also gave me the opportunity to visit some of the most cutting-edge teams at Google HQ in Mountain View. Please get in touch to hear more about it.


Example: Inshoyo
I was challenged with designing an insurance app that was simple, useful and appealed to a young user. With a product like this I start with the core functionality and only introduce new elements when they are needed.


Example: Roundly
Our final product is unique and beautiful. It has over 10,000 downloads and some great reviews (it was previously called Percentify).


Of course design is never finished. By the time the product has shipped, feedback will be coming in and I'll be working on the next version.

Let's design the future

If you're building an innovative product and looking for a designer to work with you to take it to the next level, please get in touch. I'm open to contract and permanent positions in the UK and abroad.