A designer focused on
user experience and behaviour

– based in the UK, working with clients across the world to help brands stand out through design thinking, strategy and a collaborative approach to tailored solutions.

Wiro Agency Team 2020
Graduation 2019, First Class BA (Hons) Graphic Design


With eight years of industry know-how as a UX Designer, I practice design strategy from the user-centered perspective within the end to end product development cycle in an Agile working environment. Passionate about solving users’ problems through simple yet innovative design solutions and believing empathy and understanding are key components to creating the best user experiences. I always love to contribute to making user journeys clear & intuitive and communicating effectively with a focus on branding.

I currently work as a Lead Designer 4 days a week at award-winning ecommerce agency, WIRO, whilst managing contract and freelance business with the remainder of my time.



I practice design strategy from user-centered design perspective utilising expertise in interaction design, principles of behaviourism and persuasive decision-making. My methods allow me to engineer designs that convert visitors to customers, and guide users to complete their tasks effortlessly.

  • Customer and competitor analysis
  • User research and journey mapping
  • Information architect
  • Sitemapping
  • Scenario mapping
  • Prototyping and wireframing
  • Quantitive and Qualitative User Testing
  • Analytics measuring and reporting
  • Metric based enhancements

Creative Direction & Business Development

I work with brands and agencies to lead clear projects and creative direction through management skills. I begin with clearly identified goals and then determine the approach, process, timing, division of labor, budgets and metrics for success in order to consult on design approaches and solutions

  • Project management and strategy
  • Direct the creative process from concept to completion
  • Lead client pitches, proposals, quotes and project scopes
  • Team relationship-building
  • Manage design budgets and timelines
  • Translate business objectives into clear creative strategies
  • Review work, provide feedback to designers
  • Actively involved in staff training and placement programmes
  • Enhancement of creative processes, standards and tools
  • Troubleshoot company strategy
  • Lead review processes and workshops
  • Facilitate meetings with stakeholders



To make things I’m proud of.

To make work that I believe in, collaborate with like-minded people and make things happen. Every day something new comes along to excite and discover. I aim to turn those discoveries into something useful that can help make life fun and worthwhile.

Design is the sum of all things.

There’s no style over substance here. I bring together form and the function to create something that looks good and performs brilliantly. Simple.

Design is never final.

Don’t be precious about your work. Question things that we have just launched, or that have always existed. Whether a design is valid or not, has nothing to do with how recently that work was done. Continuing to imagine different possibilities and iterations of the user experience to craft agile products.

Always be learning.

Humans are constant works in progress that need to receive feedback in order to grow. I am always looking at ways to challenge and improve myself, which is why in my spare time I like to participate in design competitions and webinars, read blogs, dabble in new projects and attend meetups.

Words before pixels.

Design is all about communication. Before getting creative in design, I start by asking questions, articulating ideas, solving problems and laying out the solution with words.

Brands I’ve worked with

Featured brands I’ve worked with during my career, either as a direct contractor or in agency.

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