Taste + judgement
Design that clicks
I bring design into the decisions that shape a product. I build teams that can turn complex data and workflows into tools people can understand and use with confidence.
A broad background.
A clear focus.
I founded, grew and sold a design agency. Over 25 years, I’ve led design teams in agencies and product companies and designed for businesses including Mondra, TransferRoom and AlixPartners.
My work spans product, brand and communication. I use that range to make sure what a business promises matches what people experience when they use the product.
Making complex data useful
I led UX and product design at Mondra. We built tools that helped some of Europe’s largest food businesses see where their environmental impact came from and where they could act.
Mondra Lite asked for too much information before customers could get started. I challenged what we needed upfront and worked with Design and Product to remove steps and collect more information after sign-up. In testing, sign-up time fell from seven minutes to under one.
From system to prototype
I built an AI prototyping workflow around our design system, component library and anonymised content. It gave stakeholders working prototypes they could try and comment on.
From research to action
I led research that showed food producers’ product developers were best placed to act on the data. We refocused Scenario Modelling on their work, renamed it Product Development and redesigned how they added and swapped ingredients.
Building the team, staying close to the work
At Mondra, competing requests made design priorities unclear. I worked with Product to bring Design into planning so we could agree what each feature needed to achieve and decide which work came first.
I give designers room to own their work. When an interaction is hard to resolve, I’ll work through it with them, build a prototype or give detailed feedback so we can make a decision and move forward.