I'm a design and product strategist with 10+ years working across complex B2B products, always at the point where user needs and business outcomes have to meet.

I started out as a practitioner: doing the research, designing the flows, running the tests. Over time my work shifted toward the harder, less visible problems: how design teams are structured, how they make decisions and how they build influence in organisations that don't naturally prioritise them.

That's where I do my best work now.

I've worked in-house and in agencies, across companies ranging from early-stage startups to global corporations, in the UK, Australia and Germany. The industries I know best are healthcare, finance, education and mobility, all of them sectors where the stakes are high and the constraints are real.

From my experience, you get senior thinking from someone who's been inside organisations like yours and knows how to navigate them.

I work with a small number of clients at a time in defined engagements with a focused brief.