I work at the intersection of design, technology, and human behaviour, helping organisation make sense of the fast changing world using any creative method at my disposal. From design research to systems thinking, from business strategy to proposition design, I use whichever tool is best suited for the problem at hand. I work with senior stakeholders, peers, and my team to establish a clear vision and a roadmap of how to get there.
Design quality management
Client: National Highways
Industry: Public Sector, Infrastructure
Role: Design Lead
Partnering closely with the Head of Design, I directed the strategic planning and delivery of an ISO 9001 compliant design quality management system, scaling organisational design maturity while leading a multidisciplinary team within scope, time, and budget. The framework quickly scaled across all new design projects, embedding critical safeguards and quality controls where none previously existed. By institutionalising best practice as our standard operating blueprint, the system reduced delivery risk, elevated work quality, and replaced ambiguity with audit-ready operational rigour.
Future of service campaign
Client: Salesforce
Industry: Misc.
Role: Production Lead
As production lead for a joint Deloitte and Salesforce agentic AI campaign, I directed the creation of an immersive 360-degree experience, interactive prototypes, and event collateral for the Salesforce World Tour 2025. Despite initial internal pushback, I successfully aligned key stakeholders through one-on-one advocacy to greenlight original, on-site 360-video field research to ground the experience in authentic user empathy. The delivered campaign garnered strong client acclaim and converted an initial investment of a few hundred thousand pounds into a multi-million-pound deal pipeline.
One IPO digital transformation
Client: Intellectual Property Office
Industry: Public Sector, Innovation & Technology
Role: Research Lead
Supporting the client’s Head of Research on a high-profile public sector transformation, I led 18 researchers across four workstreams, transforming low morale and delivery gridlock into operational success. I overhauled the research operating model by condensing 50 fragmented user types into six actionable archetypes, deploying lean unmoderated testing to curb participant fatigue, and establishing a centralised repository to turn insights into traceable delivery actions. This strategic intervention restored team culture, drove three consecutive passed Service Assessments, achieved an 80% insight-to-action rate, and yielded a 16-point increase in aggregate UX benchmarking scores.