My Background and Experience
I am a Lead and Consultant Product Designer and Strategist with nearly two decades of experience in graphic and web design, and over a decade specialising in transforming legacy systems into high-performing SaaS solutions. My expertise spans various sectors, including HR & Payroll, Education, Hospitality, Accounting, and Performing Arts, with some exposure to Machine Learning (ML). I am passionate about creating products that are not only visually appealing but also functional and user-friendly. My approach goes beyond just creating fancy UIs; I focus on understanding both user and business needs, delivering solutions that address core challenges. As a strong advocate for Sustainable UX, I aim to minimise resource usage and optimise interfaces, processes, and user journeys for a more sustainable and efficient experience.
My journey in design started in secondary school at a specialist design institution, where I received comprehensive training similar to that of architects and civil and mechanical engineers. Communication design, visual arts, maths, and physics were core subjects that supported my approach to creativity and decision-making, resulting in designs that are logical, effective, practical, simple, and pleasing to see and use. Additionally, I focused on programming and web design & development, particularly in front-end development and styling, in line with my design background prior to attending university. This deep and diverse foundation has shaped my holistic approach to design, emphasising both aesthetic appeal and practical functionality. I further honed my skills at university, earning a degree in Graphics & Media Design with a specialisation in Information Design, which provided me with a robust understanding of user-centric design.
Experience in Numbers
Throughout my career, I have successfully completed over 200 websites, 60 web applications & SaaS platforms, and 80 branding projects. Approximately 25% of these projects were managed from start to finish, spanning multiple industries and sectors. This extensive experience underscores my ability to handle diverse challenges and deliver impactful solutions. I am proud of these achievements and remain committed to continuously learning and improving.
My Philosophy
I believe in the importance of building solid foundations for modular platforms and systems. My methodological problem-solving approach leverages core design principles and user-centred methodologies, including the Jobs-to-be-Done (JTBD) framework, to solve problems and add value for both end users and businesses. I am passionate about creating solutions that are not only effective but also empathetic and considerate of broader social implications. I strive to create meaningful and impactful solutions that address real-world challenges and improve user experiences.
My Vision and Approach
One of my key strengths is my ability to see the bigger picture very early in the process. With a keen eye for detail and a deep understanding of the broader context, I can envision the potential of a project from the outset. This visionary ability allows me to lead and apply this vision across design, branding, product development, and process improvements. I am a good listener and a fine observer, which helps me understand the nuances of different scenarios. By combining my creative instincts with my experience, I can develop a clear vision of what is possible and how to achieve it. My approach involves listening carefully to clients, stakeholders, and team members, and then translating their ideas into innovative and practical solutions. This holistic vision ensures that the end results are not only effective but also aligned with the long-term goals of the project.
Leadership and Collaboration
I thrive in collaborative environments, working with diverse teams including users, clients, researchers, designers, developers, and sales & marketing professionals. My experience in various capacities allows me to empathise and align with different perspectives, fostering a productive and harmonious working environment. During my time at Consider This, I co-led the creative direction of various projects as a co-Creative Director, collaborating closely with a diverse team of creatives. This role enhanced my leadership skills and allowed me to deliver innovative and impactful solutions. I understand the pivotal role of collaborating with sales and marketing teams to gain additional user pain points and business frictions first-hand, driving innovation and ensuring that the solutions we develop are truly user-centric and market-ready.
Versatility and Adaptability
Having worked as a freelancer, in design agencies, and in start-ups, I thrive in both niche and diverse industry settings. Known for my quick turnaround times and clear communication of deliverables, I consistently exceed client expectations. Whether working in HR & Payroll, Education, Hospitality, Accounting, or Performing Arts, my versatility and adaptability enable me to deliver exceptional results across various projects and industries. In addition to my design expertise, I possess strong front-end development skills, enabling me to bridge the gap between design and development.
Commitment to Accessibility & Sustainability
I am a strong advocate for both accessibility and sustainability. I have conducted presentations and sessions with teams to meet accessibility standards and implement best practices to cater to all types of users, from physically impaired individuals to power users. Understanding the broader impacts of design, I am committed to creating solutions that are inclusive and considerate of wider social and environmental implications.
What Drives and Motivates Me
What truly drives me is the opportunity to help others succeed. I find immense satisfaction in providing simple, yet impactful solutions that enable individuals and businesses to reach their goals. My motivation stems from a genuine desire to see people thrive, whether it's through innovative design, strategic guidance, or effective problem-solving. I believe that every challenge presents an opportunity for growth and improvement, and I am dedicated to offering my expertise to make a meaningful difference.
Despite my achievements, I remain humble and modest, always striving to learn and grow. I am deeply committed to listening and understanding the unique needs of my clients and colleagues, ensuring that my contributions are both valuable and considerate. My approach is grounded in empathy and respect, recognizing that the best solutions are those that are crafted with the user's needs at the forefront. It is this dedication to helping others and a passion for continuous improvement that fuels my work and drives me to excel in every project I undertake.