About me


I have worked with many global digital agencies & consultancies, producing award-winning customer-centric experiences for over 14 years. I apply design thinking methodologies by working closely with stakeholders and customers to create solutions that take into account human values, business needs, and technological feasibility.

Joining Odecee in 2015 from the UK, I applied my experience to shape and grow the UX/UI & Visual Design capabilities of the organisation, producing industry-leading experiences. I have been responsible for the creative direction as well as the growth of designers through mentorship and training. My role also includes active/leading involvement in design responses for new and existing customers.

Brands I’ve worked
Cognizant, Odecee, ANZ, NAB, Etihad Cargo, Sigma Pharmaceuticals, CoreLogic, Gucci, Dolce & Gabbana, Lacoste, The British Academy of Film and Television Arts (BAFTA), Paul Smith, Virgin Media, Luminar, ECB, Surrey Cricket, Myla, Zoological Society of London – ZSL, Christina Aguilera, P&G, BSKYB, Your Local London, IQX Enterprises, Tower Homes, Circle Anglia, Scalextric, Hornby, Action for Blind People(Accessibility centric).

Visual Design, UX/UI, Design Thinking, User Journeys, User Personas, Wireframing, Prototyping, Responsive web design (Tablet, Mobile, Tablet), Application Design, Art Direction, Photography, Typography

Experience Overview

Australia and New Zealand Banking Group Limited (ANZ), is the third-largest bank by market capitalisation in Australia.

Tasked with improving the onboarding process at ANZ Bankers Desktop Tribe and The Contact Center Cluster, I worked closely with stakeholders and Tribe members to explore what it meant to be part of ANZ, the pain points and the delightful moments they experience during the onboarding. We explored different ways to simplify onboarding.

  • Facilitation of design workshops
  • Concept creation of digital artefacts and stakeholder reviews
  • Liaising with digital printers to produce the agreed artefacts

Etihad Cargo is a division of Etihad Airways, the national airline of the UAE. They offer customers a range of cargo services that span their international route network and aircraft fleet.

  • Facilitation of workshops with applied Double Diamond process
  • Production of wireframes and high-fidelity visual design – Desktop & Mobile
  • Delegation of tasks to achieve successful on-time delivery
  • Exploration of future state ideas – apple watch tracking, member portals

Livewire, powered by Starlight, is a program dedicated to meeting the needs of young people aged between 10-20 living with a serious illness, chronic health condition or disability.

The challenge was to design a responsive experience from outcomes uncovered by the UX Research team. Working closely with Livewire, we collaborated, and art directed a rich and engaging portal site that encouraged children to sign up and participate with other members. The site has seen a large increase in its user base and continues to grow and expand with our future state recommendations.

  • Supported the Experience Design team in requirement capturing and user interviews
  • Ideated current and future state solutions that would better aid and encourage children participation on the platform
  • Delivered high-fidelity designs for desktop and mobile

National Australia Bank is one of the four largest financial institutions in Australia in terms of market capitalisation, earnings and customers.

NAB was in the process of reimagining the Mobile Internet Banking Experience with the support of our User Experience team. I was asked to supplement the team for a 2-month period to bring to life the research and wireframing so that they could be better articulated to the business.

  • Worked alongside the UX lead to visualise wireframe prototypes to high fidelity solutions
  • Ideated, reiterated and reimagined problems uncovered during testing

Sigma is a full line wholesale and distribution business to pharmacy. It is also the owner of Australia’s best-known pharmacy retail brands: Amcal Max, DDS, Amcal and Guardian.

Paring with a Lead UX, workshops were undertaken with SME’s over a 6-week engagement. It began with deep diving the current problem statement. Utilising Double Diamond, we worked through a series of workshops to discover, define, develop and deliver a proposal to take to tender. During the 6-week engagement, we worked closely with B2B and B2C customers to test solution proposals and high-fidelity designs.

  • Stakeholder Management
  • Production of wireframes & high-fidelity design concepts
  • Production of go-to-market proposal packs
  • Workshop participation and facilitation

CoreLogic is the leading property data, information, analytics and services provider in Australia and New Zealand with growing partnerships throughout Asia.

CoreLogic’s ask was to translate the current customer offering from iPad to mobile native. Working with the SME and product owners in Sydney I explored the current tablet-only offering, its strengths, weaknesses and customer pain points. Through a variety of facilitated workshops, we uncovered the problem statement, defined the business requirements, customer needs and technology limitations, whilst effectively uncovering additional opportunities for current and future improvements.

Low fidelity wireframes were created, tested and refined and finalised into high-fidelity solutions. Working with a team of developers, we delivered the defined MVP.

  • Mapped the existing tablet only experience and transferred to native IOS mobile devices
  • Highlighted usability concerns and future state considerations including Apple watch integration
  • Successfully translated the Australian app to New Zealand

E.ON Energy is one of the UK’s top gas and electricity suppliers.

The challenge was to understand the multitude of customer journeys that affected migration from one product to the other. In this instance moving and old meter to a smart meter setup. Working closely with the customer and the existing UX team, we produced a series of wireframes and high-fidelity concepts to test with customers and would ultimately form a 6-month long pilot test.

  • UX/UI & High-fidelity user experience design
  • Testing and validation of concepts
  • Working with SME’s and stakeholders
  • Production of delivery assets UX & UI

Virgin Media plc is a British company which provides fixed and mobile telephone, television and broadband internet services to businesses and consumers in the United Kingdom. … The company was formed in March 2006 by the merger of NTL and Telewest, which created NTL: Telewest.

Initially contracted to help Virgin Media with BAU UI and graphic design work, I was asked to lead Virgin Media’s Creative & User Experience project to bring an outdated services website into a modern responsive customer-driven solution.

Working with Developers and Business Analysts, I produced a series of wireframes based on business and customer insights. Wireframes were tested and validated, and creative direction explored.

A series of components, style guides, design principles, and pattern libraries were established, resulting in a successful launch that ensures an increase in product and service sales.

Sky, formerly BSKYB is a telecommunication company that serves the United Kingdom. Sky provides a host of television and broadband services, fixed and mobile services to consumers and businesses. It’s the UK’s largest pay-tv service with over 11 Million customers

The challenge was to redesign the MySky web portal that was outdated and lacking fundamental features. The complexity with this particular project was the lack of stakeholder buy-in and therefore lack of participating in workshops. The solution had to be cost-effective, easy to implement and resolved the customer pain points.

Through careful stakeholder management, and ample repour building, I was able to uncover insights and pain points both the business and customers were facing. Reworking the customer journeys, implementing feature changes, and remapping the site architecture proved to dramatically improve customer dropouts whilst simultaneously increasing customers service upgrades via the portal.

This ultimately led to reinvestment from the business to reimagine the complete portal experience.

IQX Enterprise is a specialist software application for the recruitment industry it has been designed to enable organisations to increase productivity, improve efficiency, empower consultants and to speed up your company’s business processes.

I was contracted by IQX Enterprises to refresh their brand and redesign their website. The challenge was uncovering the business values and defining a brand that res0nated with the organisation and the market.

Working with the company CEO’s I explored a variety of creative directions, exploring logotypes, fonts, colour palettes before finally establishing its new digital online presence.

  • Brand creations – Logos, Typography, Tone of Voice
  • Responsive website UX and UI
  • Email campaign Generation
  • Custom Illustration

Critical Mass is a full-service digital experience design agency. Headquartered in Calgary, Canada with offices around the world. Clients include Gucci, Rolex, Nissan and many more.

Having won some major work with Gucci, Dolce Gabbana and Lacoste, I was contracted to help lead with the creative direction and produce work across all three clients in the London Office.

  • Creative Direction and execution on digital campaigns
  • Support the wider design team
  • Support with asset production

Other Media is a full-service digital agency with a focus around user experience and application design. Founding HyperIsland they grow user experience talent in the UK, Sweden and Singapore.

Starting as a Junior Designer in September 2009, my roles and responsibilities were few. This was to quickly change when I became the only visual designer in the company. I was soon thrust into client proposals winning clients such as BAFTA, Paul Smith, Luminar Nightclub Group, ZSL and many more. I was promoted to Mid, then to Senior. My responsibilities increased and became responsible for hiring new design team members, liaising with clients and producing award-winning design work.

Amazon.co.uk Is the UK online retailer and marketplace of American company Amazon.com INC. Originally started as an online book store, it soon expanded and is now the world’s biggest online retailer.

I joined Amazon.co.uk as part of my University degree placement year. My role at Amazon was to create enticing and visually attractive graphic design media; emails, site banners, campaign takeovers. I was overseen and directed by the more experience lead designer.