I solve product problems
with evidence, not opinion

I'm a senior UX and product designer, working across mobile apps, tech products and public sector services that ordinary people rely on every day. I run the research myself, sit with real users in testing, and keep designing until the numbers move, conversion, completion, retention, revenue, whatever the team is being measured on. I work close to engineering, look after the design system as we go, and treat every release as something to measure and learn from.