Capabilities
Focusing on elevating design from a functional discipline to a strategic advantage.
With over 17 years of experience spanning design, strategy, and leadership, my skill set encompasses both creative expertise and operational know-how. I bring a holistic approach to product design, blending creativity, strategy, and people management to deliver meaningful outcomes for users and businesses alike.
Below, I’ve outlined my key areas of expertise, tools I use, and additional knowledge that enhances my ability to create impactful, innovative solutions.
User experience and brand experience design.
My expertise in user experience (UX) ensures seamless, intuitive interactions that meet user expectations while driving business goals. At the same time, my background in brand experience design ensures that every touchpoint feels authentic, cohesive, and memorable.
Key strengths in this area include:
Creating end-to-end user journeys that balance functionality and delight.
Designing brand experiences that reflect a company’s vision, voice, and values.
Crafting multi-channel experiences that ensure consistency across digital, in-store, and print touchpoints.
Design and business strategy.
Design is a powerful driver of business success. My strategic approach combines design thinking with business acumen to align creative outputs with organisational goals. I excel at bridging the gap between user-centred design and measurable business impact.
Key capabilities include:
Partnering with stakeholders to define product roadmaps and priorities.
Aligning design strategies with business objectives to maximise ROI.
Creating design frameworks and principles that scale alongside business growth.
Visual design, UI design, and design systems
Crafting visually compelling and functional interfaces is a cornerstone of my skill set. I specialise in UI design that brings clarity, usability, and aesthetic appeal to digital products. My work with design systems ensures consistency, scalability, and efficiency across teams and platforms.
What I deliver:
High-fidelity UI designs that combine pixel-perfect precision with user-centred functionality.
Comprehensive design systems that standardise components, styles, and interactions.
Visual storytelling through design that connects with users on an emotional level.
UX research and development.
Understanding users is foundational to creating impactful products. I leverage research to uncover insights, validate assumptions, and guide design decisions, ensuring the final product truly resonates with its audience.
Key activities in this space include:
Conducting user interviews, usability testing, and surveys to gather actionable insights.
Mapping customer journeys and building personas to inform product design.
Collaborating with data teams to integrate qualitative and quantitative research findings.
Team management and executive design leadership.
As a Head of Product Design, I lead by empowering others. I focus on building high-performing teams by developing skills, fostering collaboration, and creating an environment where designers thrive.
Leadership highlights include:
Scaling teams through strategic hiring, skills mapping, and training coordination.
Aligning cross-functional teams (design, product, and engineering) to achieve shared goals.
Representing design at the executive level to advocate for its strategic importance.
Design coaching and mentorship.
Mentorship is one of the most rewarding aspects of my career. I believe in guiding others to unlock their full potential, whether they’re early in their career or seasoned professionals looking to grow.
Key contributions in this area include:
Offering personalised coaching to help designers develop their skills and confidence.
Guiding team members in defining career goals and mapping out growth plans.
Championing diversity and inclusion within teams to foster innovation and creativity.
Graphic design and advertising.
While my focus is on product design leadership, graphic design remains a true passion. As a side gig, I collaborate with outdoor and adventure sports brands, helping them elevate their presence through print and digital advertising, and brand strategy. I bring years of experience in crafting bold, high-impact visuals that connect with audiences and reflect the spirit of adventure.
If you're looking to refine your brand, create compelling campaigns, or bring your vision to life, I'd love to help. Get in touch using the contact form and let’s discuss how we can work together on your next project.