Download a PDF of my Curriculum vitae from Dropbox

I have 17 years experience creating award-winning designs for digital services, placing user needs at the heart of all my work and following user centred design methodologies. I am experienced in both designing for the web and mobile apps, using a mobile/content first approach always ensuring that users are at the centre of the design process.

I normally work as part of a multi-disciplinary agile team and am skilled at communicating with board level executives to deliver services that meet the needs of users and satisfy the goals of the organisation.

My approach is to gather actionable insights from user research, sketch out ideas with the team members then prototype in HTML, testing and refining ideas further based on user research. The primary focus of this work is always to check assumptions as quickly as possible.

I am an experienced facilitator who can moderate usability testing, workshops and co-design sessions. I have led design teams, coached and mentored designers and user researchers.

I have had articles on design and prototyping published in Design Week and .Net magazine.



  • Ethnographic fieldwork and contextual inquiry
  • User and stakeholder interviews
  • Competitor analysis and heuristic reviews
  • Identifying and communicating user needs
  • Planning, undertaking and analysis of usability testing, reporting findings back to the team and stakeholders
  • Using analytics (Google, Clicktale) for formative research to inform design decisions


  • Personas, experience maps, mental models & user journeys
  • Prototyping in many different forms, most often HTML
  • Wireframes and sitemaps from sketch to high fidelity presentation documents

Technology, tools and standards

  • Code collaboration tools such as Git & GitHub
  • Coding semantic HTML5 & CSS3 for prototyping
  • Prototyping in HTML
  • Omnigraffle, Sketch (bohemian coding), Adobe Illustrator and Photoshop
  • Planning, prioritising and delivering using lean, agile and waterfall methodologies
  • Working closely and collaboratively with developers, researchers, content designers, testers, project managers and scrum masters
  • Writing for the web, accessibility and web standards

GOV.UK specific

I have a thorough understanding of:

  • The GOV.UK Digital service standards
  • GOV.UK prototyping kit
  • GOV.UK design system

I have worked as design assessor on HMRC digital service assessment panels. Assessing the design of HMRC's digital services against the GOV.UK service standards.

HM Revenue & Customs

Senior Interaction Designer (contract)

August 2015 - December 2017

HMRC Design System

I lead the design of the HMRC Design System. Answering a brief set by the Chief Digital Information Officer & Director of Digital Delivery to make digital services that HMRC delivers more consistent with each other and the services of other Government departments.

Working as part of a small team consisting of a Content Designer, 2 Frontend Developers and a Delivery Lead I planned and carried out a discovery into Design Systems inside and outside of government.

During discovery, I identified that the Government Digital Service (GDS) was starting a similar project. I recognised many opportunities to collaborate with GDS on research and design activities, building a collaborative relationship with the Design System team at GDS.

The project grew to encompass many other government departments. I started weekly calls across government to share knowledge and support between departments and worked closely with GDS to transform this group into a cross-government working group to curate and maintain the Design System.

This project is still ongoing at HMRC, GDS and across government.

View the Design System project in my portfolio.

Child benefit digital service

I worked on the discovery phase of the Child benefit service. Collaborating with a junior User Researcher, mentoring them and carrying out much of the user research in tandem. We conducted contextual enquiry in potential users homes and took insights from this research and mapping these on and as-is experience map. We used this experience map to identify user needs and opportunities to meet these needs.

During discovery, I also worked with business analysts to understand the business processes planning likely changes to meet the needs of users and the business.

View this project in my portfolio

Personal tax account

I started my time at HMRC working with other designers and researchers as part of an agile team on the Personal tax account. I Helped the team deliver to tight deadlines and coordinate with designers outside of the core team who were working on services that formed part of the personal tax account, ensure a consistent experience across the account.

Initially, I created a master prototype so everyone could collaborate.
I helped the team manage senior stakeholder expectations and champion user needs in sometimes difficult circumstances.

Virgin Money

Senior User Experience Designer

October 2013 - August 2015

I lead the design team on an agile project to design and prototype a mobile-first version of the Virgin Money website based on the needs of our customers. I was responsible for setting the design direction, ensuring the design meets the needs of Virgin Money customers and that the team follow user-centred design methods. A process that was new to Virgin Money.

A notable success for this project was to implement user research sessions ever Friday to meaning that we could provide stakeholders from a range of product areas with rapid feedback of how their products were used and perceived by customers online, resulting in changes that increased revenue generated by these products.

The tools and techniques I have used to achieve this include; ethnographic research through diary studies, research with contact centre staff, competitor analysis, facilitating business needs workshops, analysis of Google analytics of the current site, heuristic review of the current site, sketching, rapid HTML prototyping, weekly usability testing, creation of common design patterns and standards.


Senior User Experience Designer

July 2010 - October 2013

My role as a Senior User Experience Designer at TH_NK involved defining user experiences through digital interactions and interfaces. This included; facilitating design workshops to ensure that user needs were identified and understood by clients and project teams, communicating designs to clients and project teams, influencing senior stakeholders and clients on the importance of user-centred design.

J.K. Rowling's Pottermore Shop

"The only place to buy the Harry Potter eBook's and Audio Books."

Working with the Pottermore senior management team I was responsible for creating initial concepts of the experience, creating wireframes, prototypes and iterating designs based on feedback from usability testing. The launch of the Pottermore shop was described in the press as ‘publishing’s beetles moment’. Selling £1M of digital Harry Potter books in the first 3 days.

Channel 4 - The Utopia Inquiry

Nominated for 6 awards including Dadi and BIMA.

J.K. Rowling's - Platform design - Book 1

Launching with over 10 million users accessing the site on the first day.


User Experience designer

May 2009 – July 2010

As the companies first User Experience Designer I helped the founders shape the companies experience design process, mentoring junior designers in user centred design and best practice.

Visa Mobile Alerts, concept mobile App

A concept iPhone app for Visa, working with product owners and businesses analysts I worked to establish a concept iPhone app for users to check their visa balance.

Freelance User Experience Designer

March 2008 – May 2009

I worked directly with a number of small business and other freelancers collaboratively designing and building websites for these clients.

ARC Online

User Experience Designer

March 2003 – May 2009

ARC Online designed and build an extranet for National Rail Enquiries over a period of 7 years. I was involved in the planning, research and development of the extranet. This included working directly with stakeholders at National Rail Enquiries and their contact centres.

I shadowed users (contact centre advisors) then iterated the design based on insights gained from this research.

As a result of the project National Rail Enquiries saw the quality scores of their contact centres increase considerably.

Clockhouse Design


2002 – 2003

During my time at Clockhouse Design, a small design studio. I worked on a variety of graphic design and branding projects for clients ranging from independent holiday companies to Delta Airlines.

Freelance Designer

2000 – 2002

During this time I worked for a number of agencies designing and authoring shockwave presentations for CDs and DVDs.

Education & Qualifications

Interaction Design, with Bruce “Tog” Tognazzini

A two-day course at the Nielsen Norman Group User
Experience 2004 Conference

BA (Hons) Product Design (2:2)

Sheffield Institute of Art and Design
1997 – 1999

BTEC Product Design

Kingston College of Further Education
1995 – 1997

Contact Details

Mobile: 07876 441 836