Resume

Experience

Feb 2025 – Present

IBM Consulting places designers inside client organisations – you’re technically IBM but you’re sat in someone else’s building working on their problems.

It’s consultancy, so the projects tend to be large, complex and usually involve a lot of stakeholders with opinions.

Feb 2025 – Present

Vaping Products Duty. Fourth excise duty ever introduced in the UK. I was the Senior Interaction Designer on it from day one – every journey, every screen, every edge case.

Built the prototypes myself directly in the GOV.UK Prototype Kit, HTML, CSS, Nunjucks. Sat in the research sessions, watched real manufacturers struggle with the thing, went away and fixed it. Ten rounds of that. It went live in April 2026.

Jan 2024 – Feb 2025

BT’s billing platform for small-medium businesses hadn’t been touched in over 30 years.

I started as the only designer on it, figured out what was actually broken by running an AI analysis of 2,000 customer support calls.

The platform needed to handle everything – viewing bills, paying bills, setting up Direct Debits, comparing bills, predicting bills, managing multiple accounts across multiple sites. A lot of moving parts.

Alongside that I started building out SaaS-focused components for BT’s services as part of the Arc Design System that their consumer-facing design system didn’t cover.

Aug 2021 – Jan 2024

Gamma’s portal had 147 navigation links. Nobody could find anything. I mapped every single page – all 147 – figured out what was actually needed and what was just legacy clutter, then redesigned the whole thing with UX love. Order journeys that used to take 88 clicks came down to 15.

I also noticed the design team were all solving the same problems differently and nobody had a shared system, so I built one. That became Amethyst – a full design system built from scratch, documented in Frontify, connected to Storybook. Nine designers using it by the time I left.

Nov 2019 – Sep 2021

The tool was called BI Reporting when I joined. Nobody loved it. Reports were buried in folders that gave no indication of what was inside – you’d click in, wait, get told it was empty, go back, try another one. Over and over.

I redesigned the whole thing – navigation, report library, dashboards – and somewhere along the way it got renamed Insights, which felt more honest about what it actually did.

Also contributed to the Experian Design System while I was there, which was a decent size operation given the team spanned the UK and US.

Spent nearly two years on it. The user testing feedback at the end was pretty satisfying.

Jul 2019 – Nov 2019

Short stint but a busy one.

The website was losing customers at checkout because nobody knew if items were actually in stock until after they’d paid – then they’d get a refund email days later. Not great.

I dug into Trustpilot and Zendesk to find the patterns, redesigned the checkout flow and built out a proper account area so returning customers could get through in a couple of clicks.

Also started laying the groundwork for a design system. Trustpilot score went from 3.7 to 4.3 by the time I left.

Jun 2016 – Jul 2019

Porters were collecting and delivering medical trolleys between hospitals and cleaning warehouses using pen and paper. Eighty defects a week.

Trolleys ending up at the wrong hospitals, logs filled in wrong, the whole chain falling apart because humans were trying to remember things they shouldn’t have to remember.

I spent a day shadowing a porter to see what was actually happening, then designed a native Android app for the Bluebird – a rugged handheld scanner they already carried.

Scan the location, scan the trolleys, done. The app even handled the awful hospital signal gracefully. Defects dropped to effectively zero. Productivity went up 44%.

May 2015 – Jun 2016

UNiDAYS had a website. Students used it on their phones. The website was not built for phones. So we built an actual app – iOS and Android, both at the same time, both feeling native to their platform rather than a one-size-fits-all compromise.

I did the research, the site maps, the wireframes, the UI, all of it. Launched in time for freshers week. Hit the App Store top 25 and Google Play top 100 in the first week.

Jun 2014 – May 2015

The mobile site was just the desktop site squashed onto a phone. Nobody had really thought about it. I rebuilt it properly – mobile first, responsive, actually usable on the move.

Geolocation surfaced events near you, saved artists kept your homepage relevant, and the checkout went from a ten minute ordeal down to four taps for anyone with a saved card.

Monitored it in Analytics after launch to make sure it held up. It did. 76% reduction in processing time.

Oct 2013 – Dec 2014

Agency life. Multiple clients, always something different on the go. Responsive websites, mobile interfaces, functionality reports, site maps, prototypes.

Also started putting together component libraries and basic design system thinking for a couple of clients that I maintained – but the foundations of how I think about consistency started here. You learn to move fast and context switch constantly when you’re agency side.

Apr 2013 – May 2014

Impero sold software to schools and businesses. Two very different audiences, one brand that wasn’t really working for either.

I rebuilt it from scratch – logos, colours, typography, tone of voice, all of it. Ended up being a 34-page brand guidelines document, which back then was basically what a design system was before design systems were a thing.

Then had to actually apply it to everything – stationery, brochures, exhibition stands up to 15 metres wide, the website. Remote Manager was the product I spent the most time on. UI, icons, product branding.

Feb 2012 – Jul 2012

Designed over 400 personalised cake designs and configured the customisable text fields that let customers personalise their orders directly on the Baker Days website.

Jun 2011 – Apr 2013

Ikanos made software for a heads-up display – a wearable computer you controlled with your voice and head movements. No touchscreen, no keyboard, no precedent really.

I designed LifeBoard, a customisable dashboard for it – documents, calendar, news, video calls, all hands-free. Ended up getting a US patent on it, which still feels a bit surreal. Also designed the Pro Series – Paramedic Pro, Police Pro, Firefighter Pro – same platform, completely different contexts.

Frontline professionals who needed fast access to critical information and absolutely no time for bad UX. Announced at CES 2013. Daily Mail wrote about it.

Jan 2011 – Mar 2011

Worked on client briefs for brands including Fruli and Burton Albion FC, creating a full brand style guide covering signage, print and stadium graphics.

Jun 2010 – Jan 2012

Handled all marketing collateral – brochures, flyers, packaging and social media – including the Maxi:Cut blade range, which was distributed across over 300 B&Q stores nationwide.

Jan 2010 – Jan 2011

Worked across a varied mix of projects at this creative studio – from CD artwork and van graphics to calendar design – while getting involved in client meetings to sharpen my understanding of briefs.