Hands-on design director who builds products people actually use — redefining what human-centred design means when AI is in the room.
I work across Product and Service design — which means I can fix the screen and the system behind it.
Product design
The best product design happens at the intersection of user needs, business goals, and technical constraints. I've spent 12 years living in that overlap — and I have the shipped products to show for it
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I’ve led the redesign of the subscription checkout flow, increasing conversions by up to 30%
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I've enhanced readability and saved countless trees by redesigning Enel's Energy bill for both digital and print channels
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I contributed to the delivery of UK’s most successful banking apps, achieving a 5* star rating
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I won a Lovie award with the redesign of the Times and Sunday Times iPhone app
Service design
With my service design background, I work at the level where the real complexity lives — across journeys, organisations, and the processes that connect them.
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I enabled Enel to grasp the business opportunities arising from the deployment of the new generation of Smart Meters
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I improved customer care efficiency (and avoided a few calls) by enabling customers and advisors to be on the same page
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I’ve helped a heritage brand connect with the Gen Z audience by defining an engaging content strategy that echoes its values
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I shaped the future of physical retail for Orange by collaborating with a global team of researchers
