The backstory

I got into design because I was obsessed with how things work — not just aesthetically, but emotionally, functionally, commercially. That obsession led me to obtain a degree specialising in Graphic Design & Advertising where I then spent over a decade learning my craft — from working as a UX Architect and digital designer, to leading global design efforts as an Art Director at one of London’s leading agencies (iDX). There, I led design initiatives for global brands including De Beers, Ocado, Rolls Royce, and Lowe’s, helping them navigate complex transformation challenges.

That same drive eventually led me to build Dualo in 2021, a knowledge-sharing platform born out of a real pain I experienced working across disconnected teams. Dualo went on to be named a ‘Must-Have UX Tool’ by UX Collective in 2023, and is now a core tool for teams at Mozilla, Reddit, Flo Health, The Guardian, and many more.

I’ve made things that win awards. And I’ve made things that broke.

I believe that as a designer, your entire career is one long practice in adaptation. You launch things that don’t land. You rework flows after user tests obliterate your assumptions. You defend your decisions in rooms where you’ve got the least power. But every one of those moments builds resilience — and sharpens your instincts.

Thought leadership

In 2025, I gave the closing keynote at UX Insight Conference in Amsterdam, sharing a framework for cross-functional insight-sharing that’s used inside Mozilla, Reddit, The Guardian, and more. You can check out the recording of my talk below.

(I also co-authored a book on the same topic — if you'd like a free digital copy, just drop me an email).

Over the years, I’ve been lucky to work with an amazing range of organisations — from government departments to VC-backed startups, scaleups, and household names: