As a Creative & Strategic Product Design Leader with nearly two decades of design and implementation expertise, I bring a proven track record of over a decade in successfully transforming legacy systems and building new SaaS platforms from the ground up into high-performing solutions. My experience spans diverse sectors, including HR & Payroll, Education, Hospitality, Accountancy, and Performing Arts, with some exposure to Machine Learning (ML). I'm passionate about creating user-centric products that drive tangible business value and foster sustainable user experiences.
My Expertise and Approach
Specialising in SaaS product design and strategy for over a decade, my focus is on understanding both user and business objectives to deliver solutions that address core challenges. My approach integrates creative problem-solving with strategic planning, encompassing functionality, usability, and alignment with overall business goals. I'm a strong proponent of Sustainable UX, focusing on minimising resource usage and optimising interfaces, processes, and user journeys for enhanced efficiency and a reduced environmental footprint. My design philosophy emphasises creating solutions that are logical, effective, practical, straightforward, and aesthetically pleasing and highly usable. My background in front-end development further enhances my ability to bridge the gap between design and implementation, ensuring seamless and cohesive user experiences.
My Problem-Solving Philosophy
I believe in building robust 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 deliver value for both end users and businesses. I'm passionate about developing effective solutions that are also empathetic and considerate of wider social implications.
Strategic Vision and Implementation
A key strength lies in my ability to quickly grasp the "bigger picture," combining creative vision with strategic foresight. With a keen eye for detail and a deep understanding of the broader context, I can envision project potential from the outset. This strategic insight allows me to guide design, branding, product development, and process improvements effectively. My strong listening and observational skills enable me to deeply understand nuances and gather critical insights, translating stakeholder ideas into innovative and practical solutions aligned with long-term project goals.
Collaboration and Leadership
I thrive in collaborative environments, working effectively with diverse teams including users, clients, researchers, designers, developers, and sales & marketing professionals. My varied experience fosters empathy and facilitates alignment across different perspectives, creating productive working relationships. As a co-Creative Director at Consider This, I co-led the creative direction of various projects, delivering innovative and impactful solutions. My direct experience collaborating with sales and marketing teams provides invaluable insights into user pain points and business frictions, ensuring the development of truly user-centric and market-ready solutions.
Versatility and Adaptability
My experience across freelance, design agency, and start-up environments demonstrates my adaptability to both niche and diverse industry settings. I'm known for delivering high-quality work with quick turnaround times and clear communication. My experience in sectors such as HR & Payroll, Education, and Hospitality has provided me with a broad understanding of user needs and business challenges, allowing me to approach problems from multiple perspectives. My strong front-end development skills further enable effective communication and collaboration with development teams, leading to smoother project execution.
Commitment to Accessibility and Sustainability
I'm a strong advocate for both accessibility and sustainability. I have actively led initiatives to meet accessibility standards and implement best practices, ensuring inclusivity for all users. Understanding the broader impacts of design, I'm committed to creating solutions that are inclusive and considerate of wider social and environmental implications.
Proven Experience
Throughout my career, I have successfully delivered over 200 websites, 60 web applications & SaaS platforms, and 80 branding projects. Approximately 25% of these projects were managed from start to finish across multiple industries. This extensive track record demonstrates my ability to handle diverse challenges and deliver impactful digital solutions.
My Motivation
My primary driver is enabling the success of others. I find immense satisfaction in providing straightforward yet impactful solutions that help individuals and businesses achieve their goals. I'm committed to continuous learning and deeply value understanding the unique needs of each client and colleague, ensuring my contributions are both impactful and aligned with their goals.