About me

I have over 20 years experience focussed on UX, UI and design thinking within advertising agencies, startups and product teams. I'm passionate about crafting beautifully designed immersive experiences, successfully leading the UX and design on products, apps and campaigns. My work is based on a deep understanding of user intention and behaviour, gained from data, user research and testing, mixed with a strong understanding of merchandising and advertising.

I'm currently interested in how products use AI, AR, VUI and Behavioural Design to trigger internal cues to build habits and behaviours, whilst reducing fiction points.

During my career I've had the opportunity to work with clients such as AOL, Autocar, BBC, Beats, Betfair, British Library, BMW, CAP, Colgate, D&D London, Debenhams, DM, Five, FT.com, Greggs, Ladbrokes, Lastminute.com, Mark Warner, Microsoft, Moonfruit, MoneySuperMarket, NHS, Nissan, Premier Inn, Premier League, P&O, Starcount, TalkTalk, What Car?, Xbox, 21st Century Fox and more.

I've also picked up an award or two along the way.

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More work and profiles


Some of the Medium posts I've found interesting...


The Quintessential Guide For Building An Unforgettable First-time User Experience

How to build an experience map

Web Crypto 101, Part 1: Basic Encryption

Questions UX Designers Should be Asking

19 Best UX Practices for Building Chatbots

Content Writing for Your Bot


Behavioural Design

Predicting Human Behavior: The Missing Third

How Do Products Tempt Us?

People Don’t Want Something Truly New, They Want the Familiar Done Differently

How to Trigger Product Usage that Sticks



Designing with AI

Everything you need to know about Neural Networks

How AI has started to impact our work as designers

The Rise of Emotionally Intelligent AI

The Non-Technical Guide to Machine Learning & Artificial Intelligence​​​​​​​



Voice User Interface Design: New Solutions to Old Problems​​​​​​​

Designing a Voice Interface: 8 Things to Know

Designing Conversational UI with Information Architecture — Part 1​​​​​​​

Designing Conversational UI with Information Architecture — Part 2​​​​​​​

Designing Conversational UI with Information Architecture — Part 3​​​​​​​

Designing Conversational UI with Information Architecture — Part 4​​​​​​​


Books I've been reading...

Product Design for the Web: Principles of Designing and Releasing Web Products​​​​​​​

Hooked: How to Build Habit-Forming Products

Financially Fearless: The LearnVest Program for Taking Control of Your Money

Sprint: How To Solve Big Problems and Test New Ideas in Just Five Days​​​​​​​

The Lean Startup​​​​​​​

In Pursuit of Excellence​​​​​​​