TRACK RECORD
Proven Impact
£3M+
Incremental revenue generated through strategic UX improvements
300-450%
Seasonal (golden quarter) revenue uplift YoY through design leadership
33%
Shifted from 33% to 66% online revenue in 12 months
CORE EXPERIENCE
Strategic Capabilities
I came in through UCD because that's where I could add immediate value and because understanding users is the foundation of any good product decision. But I've always been interested in the whole machine. How does the organisation actually deliver? Where are the gaps between functions? What's stopping good ideas from becoming good outcomes?
User centred design thinking
Expert in UCD, service design, information architecture with demonstrated ROI improvements of 15-450%
Design & AI Transformation
Spearheading enterprise-wide transformations across M&S, BT Financial, Argos and SeedLegals with measurable impact
Departmental Development & Mentorship
Building and scaling international design organisations, reducing attrition while fostering innovation across distributed teams
Product Operations Leadership
Leading cross-functional teams to deliver products generating significant incremental revenue through user-centered innovation
Data-Driven Decision Making
Leveraging analytics and user insights to drive strategic product decisions and optimise business outcomes
Agile & Lean Methodologies
Implementing agile methodologies and design systems at scale for rapid iteration and delivery
CURRENT POSITIONS
Director of UX Design & Product Ops
April 2022 - Present
SeedLegals London
LegalTech SaaS scale-up · ~160 people · consolidation and growth phase
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Built out the UX and product design practice, embedding design into every product & engineering team; shifting to company wide, collaborative discovery & ideation to ensure the best solution
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Drove Service Design methods (blueprinting) to identify opportunities for design and manual processes we could automate on platform.
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Switched reliance on Figma to AI prototypes alongside stories written to inform agents (as well as engineers) for speed of delivery
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Introduced strategic planning cadence, cross-functional GTM process, and delivery rhythm across product, engineering, marketing and CX; operating without formal authority over most functions
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Designed and launched, leading cross-functional delivery from concept through GTM
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new market entry into the USA
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a regulated investor marketplace product (deal flow to portfolio management)
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Co-sponsored exco-level AI-driven streamlining of internal service capabilities reshaping engineering, product and CX
Member Board of Trustees
Wimbledon Windmill Museum
November 2022 - Present
Strategic oversight focusing on digital content, website, and social media. Redesigned and refitted museum shop, doubling income for windmill maintenance. Introduced Bloomberg Connects app for remote exhibitions. Working with local business community to raise awareness and drive events.
Digital Advisor
Conduct Change
January 2017 - Present
Ongoing advisor for digital resources and online communications to support campaign-based mental health and anti-bullying initiatives.
Advisory Board Member
Mitos Relocation
January 2026 - Present
Board advisor to founder of retirement relocation consultancy.
Current focus: brand repositioning and driving AI adoption into the business.
CAREER HIGHLIGHTS
Executive Leadership Experience
UX & Design Consultant
VExD Ltd London
Freelance consulting · maternity leave cover · global retail and edtech clients
August 2020 - April 2022
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Director of Service Design (Mat leave cover) - Modern Human Design
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UX Design - Altruistiq, a SaaS startup focused on ESG metrics, in creating a prototype for fundraising and kickstarting UX team
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UX Designer - Harvard Medical for a Mental Health App in the USA
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UX Research Lead - global bank on expat money transfer behaviours and required services.
Head of Experience Design
Marks & Spencer London
FTSE 100 retailer · omnichannel digital transformation · team of 26+
October 2017 - July 2020
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Led a team of 26+ across omnichannel digital experience, operating inside a complex matrix organisation with multiple senior stakeholders and competing priorities
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Led the research and design work behind the furniture conversion redesign: new PDP pattern, and interaction design allowing a primarily offline shopping behaviour to be fulfilled online
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+16% furniture conversion (~£3m annual lift)
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Sparks loyalty revamp: +1M app downloads, +8% NPS
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CFTO redesign: +300-450% YoY growth
Head of UX
Argos London
Major UK retailer · £4.25bn revenue · digital-first transformation · team of 26+
August 2015 - October 2017
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Led the delivery of the full selling journey redesign: homepage, category, product, and checkout plus finance integration and taxonomy coordinating across engineering, trading, and commercial teams
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Central to Argos's transformation from physical to digital-first: shift from 30% to 66% online business, hitting the £250m stretch revenue target, one of the most significant retail digital transformations of its period in the UK
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Structured the team operating model to deliver at speed and scale inside a large, fast-moving retail organisation
Head of UX
BT Financial Group Sydney
Investment bank · digital wealth platform transformation · team of 30+
January 2013 - July 2015
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Led digital transformation of the wealth management platform: introduced design systems, experience-led strategy, and modular pattern libraries that reduced time-to-market and enabled consistent deployment at scaleBusiness sponsor for the introduction of Agile into a large traditional waterfall organisation — accountable for change adoption, not just design execution
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Managed a team of 30+ through sustained organisational change in an investment banking environment
Earlier career
Group Manager – Experience Design — Avanade (Microsoft Technology) London
Creative Director — SapientNitro London
Director of User Experience — Flow Interactive London
Senior Director – Product Interface Design & Testing — LexisNexis Dayton, USA
Prior positions across UK, Asia, Australia and USA — details available on request.
My footprint
International, in country experience
Who I have worked with
'If you can make things easy to use, then the world will love you'.
Making Websites Win, Karl Blanks & Ben Jesson
Conferences
2019 ECommerce Digital conference - Journey Mapping
2019 UX Roundabout, London - Agile & UX
2015 Interact, London - UX Unicorns -fables or legends?
2014 Digital Delivery - Wealth Management
2012 OzChi - Agile & UX
2012 Agile UX - Sydney