London --:--
Senior product designer, with web and brand.
I build digital products end to end.
10+ years across SaaS, health tech and fintech.
Founding or sole designer on most of it.
I design products that are efficient, effective and easy to use.
Balancing what people need, what the business wants and what’s possible to build.
With a background in both visual design and product, I move easily between aesthetics, visual communication and functionality, and take a holistic, balanced approach.
I’m a self-starter who loves building from zero, setting up systems that scale, and working closely with founders, CPOs and teams. I also build agentic workflows into my own work.
End-to-end product ownership
- I own the full user journey, from the initial problem through to ready-to-build solutions, bringing research, structure, interaction and detail into one coherent experience.
Design systems
- I think in systems and enjoy crafting components that work well together and help products scale.
- Consistency, scalability and clarity matter to me. Whether I’m building a system from scratch, as at Deck, or refining an existing one, the best systems are flexible and grow with the brand.
- In a recent contract, I built the token architecture for a custom brand nested inside a multi-level system used across three linked brands. A Claude-in-Figma workflow let me test naming and hierarchy options before committing, so decisions held up across all three instead of breaking downstream.
Agentic workflows
- I design flows that simulate real product behaviour, so teams can test assumptions, validate interactions and find edge cases before development. I build them as live prototypes from my Figma design system, using Claude, so they stay on-system.
- I work extensively in Figma, using a custom Claude-in-Figma workflow and Figma Make to explore variations, iterate faster and refine user flows.
- I use AI to speed up exploration and production. The judgement stays mine.
Cross-functional collaboration
- I believe strong products are built through close collaboration, so I work with product and engineering from the start, aligning on constraints, priorities and technical feasibility while there is still time to act on them.
How I lead
- I’ve been the only designer on most of the products I’ve built, so setting up the process was as much my job as running it. I’ve also helped engineers build a shared understanding of design decisions.
- I work closely with founders and engineers. I’ve helped shape product models in cross-functional workshops, and paired with engineering teams to adapt design systems for code, so anything awkward to build gets resolved in the design.
- I report directly to founders, CPOs and CEOs. I’m comfortable making the case for a design trade-off to the people who own the roadmap, and I ask what the business needs before I open Figma.
User testing
- I treat user testing as a decision-making tool. On emoteCare I ran moderated usability testing across onboarding, profiles and booking, and used what I saw to remove friction before launch.
- I choose the method based on the problem: moderated sessions for complex workflows, lightweight prototype tests to validate interactions, or quick feedback loops to compare directions.
- I focus on behaviour over opinion and turn findings into clear, actionable improvements. Testing, for me, is about reducing uncertainty and making sure we’re solving the right problem.
Career
- 2026 · 1st Formations, Senior Product Designer (contract). UX audit of a company formation platform, and token architecture for a custom brand inside a three-brand system.
- 2025 · emoteCare, Sole Product Designer (contract). Therapist matching, profiles and booking for a UK therapy marketplace.
- 2024–25 · Deck, Founding Product Designer (contract). Brand, first design system and monitoring workflows for an API data platform.
- 2023–24 · WInvest, Founding Designer. A 0–1 consumer fintech iOS app.
- 2022–23 · Blavity, Product Designer. Talent Infusion, a B2B talent sourcing platform.
- 2020–22 · SETL.io, Freelance Product Designer. Blockchain infrastructure for banking and data verification.
- 2017–21 · Flinks, Lead Designer. Brand, website and product design for a fintech data connectivity platform.
- Before 2017 · Freelance, Designer. Brand, web and visual design for a range of brands.
Selected work
End-to-end product designemoteCare · Redesigning therapist discovery and booking0–1 mobile product designWInvest · Helping people build financial confidence with AI0–1 brand and productDeck · Building a data-access platform’s brand and productWhen I’m not designing, you’ll most likely find me by the seafront or practising yoga.
Thank you for looking around.