Work experience

1. Freelance Service Designer | Remote | March 2026 – Present

   I lead early-stage service design, proposition validation and digital experience work for new ventures.

   • Apoapsis Group | June 2026 – Present

     I am helping a drone survey specialist position technical mapping and inspection services for non-specialist buyers. The work includes testing the proposition with prospective clients and designing the website.

   • SmartMooV | March 2026 – Present

     I am leading service design for a mobile advertising marketplace, validating the business model with advertisers and fleet operators, and shaping the brand, service proposition and website. View the SmartMooV case study.

2. Tesco | Welwyn Garden City, UK

   Senior UX Designer | June 2022 – September 2025

   I led the end-to-end design of Tesco’s taxonomy automation system. The MVP achieved 99.2% categorisation accuracy and reduced manual effort by approximately 72%, removing an operational constraint ahead of Marketplace’s launch. View the Tesco case study.

3. Experian | London, UK | Remote

   User Experience Lead | November 2021 – April 2022

   I contributed to the marketplace platform’s UX strategy, focusing on how consumers found and compared personalised financial products.

4. Money and Pensions Service | London, UK

   User Experience Lead | October 2019 – November 2021

   I led discovery and UX strategy for the Pensions Dashboards Programme, developing segmentation-based personas, experience goals and a three-year roadmap. I also led the end-to-end user experience for Money Navigator, a finalist in the Digital Leaders Impact Awards. View the Pensions Dashboards and Money Navigator case studies.

5. BT | London, UK

   Senior UX Designer | January 2018 – October 2019

   I led the UX track of BT Enterprise’s transformation programme, building a shared design system and interaction model across its product portfolio.

6. TalkTalk | London, UK

   Senior UX Designer | May 2016 – December 2017

   I designed and refined patterns and components for TalkTalk’s internal framework, reviewed work against WCAG 2.0 AA standards, and ran user testing to guide improvements.

7. CareerBuilder | London, UK | Remote

   Senior UX Designer | March 2015 – March 2016

   I led discovery and product validation for CareerCoach using personas, rapid prototypes and A/B testing. The MVP recorded 250,000 monthly visitors and was later integrated into CareerBuilder’s core platform as Career Insights. View the CareerBuilder case study.

8. HostelBookers | London, UK

   Seven years across three roles | June 2007 – July 2014

   • Design & UX Manager | May 2012 – July 2014

     I led end-to-end design and development for high-traffic products, managed the design team and redesigned the main purchase path.

   • Web Design Manager | June 2011 – May 2012

     I managed the design team, stakeholder relationships and creative marketing work, keeping user needs central to the team’s decisions.

   • Lead Designer | June 2007 – May 2011

     I set the creative direction for the company’s brands, defined visual guidelines and managed junior and mid-level designers.

9. Early Career | 2001 – 2007

   Provided a range of design services for small businesses, managed IT infrastructure, and worked as a multimedia designer on CD-ROM applications.

   • Freelance Designer | 2003 – 2007
   • IT Manager | 2002 – 2004
   • Multimedia Designer/Programmer | 2001 – 2002