I help organisations design digital products and services that meet the needs of their users and customers. 

I've been working in the digital design industry for over 25 years. I live in Cardiff, but have also worked in Bristol, Swindon and London.


Strategy & Planning

  • Product Strategy
  • Service design
  • Brand Strategy & CX
  • Roadmaps & Prioritisation
  • Stakeholder Engagement

Discover & Define

  • In-depth Interviews
  • Contextual Inquiry
  • Personas & Empathy Mapping
  • Task Analysis & Journey Maps
  • Experience Architecture

Ideate & Prototype

  • Sketching & Co-creation
  • IA, IxD & UI Design
  • User Flows & User Journeys
  • Rapid Prototyping
  • Axure & Coded Prototyping

Test & Evaluate

  • Usability Testing
  • A/B Testing & MVT
  • Accessibility
  • SEO & Content Audits
  • Data & Analytics



Contract UX Lead

May 2020 to present

My current role is to lead the design of self-serve journeys for a utility company based in the South of England. This involves working with other consultancies and an in-house team, all working remotely during lockdown.

Principality Building Society

Contract UX/UI Designer

Jul 2018 to Apr 2020

I’ve helped introduce UCD and HCD/Design Thinking into Principality’s digital transformation programme. My main task has been to support the redevelopment of their online banking services.


Senior Experience Designer

Aug 2017 to Jul 2018

As part of Nationwide’s Mobile & Digital Experience team, I worked in a scrum team tasked with improving the provision of help and support on their website and other digital channels.

Office for National Statistics

Contract UX Designer

Nov 2016 to Apr 2017

This was a subcontractor role working for Equal Experts on a project for the ONS. The development team was a mix of ONS staff and colleagues from Equal Experts. The project successfully passed its Alpha phase assessment with GDS in March 2017.


Contract UX Designer

Jan 2016 to Nov 2016

ADP’s Bristol office is an R&D hub where the main focus of the work is developing HR and HCM web applications for the European and Middle East markets. This was an Agile environment and I worked with the Scrum teams to iterate and improve their products.


Senior Design Consultant

Aug 2015 to Jan 2016

Kagool are specialists in Sitecore and my role was to work with clients to ensure that they can use it to deliver effective customer experiences. This was a broad-ranging UX role where I was responsible for strategy, research, planning and design.


Senior UX/UI Designer

Feb 2015 to Aug 2015

I was hired by in Feb 2015 on a six month contract to turn Carfused into a live web site within a couple of months. Working closely with product owners and development teams, led the design of the product from inception to delivery, launching in May 2015.


Experience Planner

2013 to 2015

Working in both the Bristol and the London offices, my job was to design for experiences that went beyond the client’s expectations. Behavioural economics and design psychology were key inputs into the work. Clients included EE, Barclays, Post Office and Ryanair.


Lead Designer

1999 to 2013

As leader of the design team, my role was to ensure that all solutions were designed to the highest standards. Work included award-winning projects for private and public sector clients such as Chiltern Railways, London Midland and The Welsh Language Board.