Senior experience designer working in the messy middle of products.
I'm currently a lead UX designer at Sainsbury's. I work best where logic has drifted, decisions are unclear, or constraints are shaping the wrong outcomes. Most of my work is about helping teams make sense of complexity and move forward without unnecessary noise. I prefer to listen, map, and fix the part that matters.
What I focus on
- Clarity in messy spaces: I map what's actually happening, surface the real constraints, and help teams see the shape of the problem so we can make grounded decisions.
- Steadying teams under pressure: When things get noisy or uncertain, I stay calm. I help teams focus on what matters and keep decisions moving without drama.
- Practical decision-making: I avoid big reinventions unless they're needed. I focus on the next clear step and the part that unlocks progress.
- Fixing the part that matters: I don't redesign for the sake of it. I look for the part of the flow that's actually causing friction and fix that first.
Produced work for
- Adobe
- Autodesk
- Levi's
- Panasonic
- Epson
- GSK
- Valneva
- PETRONAS
- Pitney Bowes
Collaborated with teams at Microsoft and Accenture.