Product Strategy & Problem Framing
I help teams define the right problems, shape product direction and translate goals into clear, actionable design focus.
I connect user insight, product strategy and design systems to ship high-performing experiences across mobile, desktop and retail platforms.
10+ years leading multidisciplinary teams from discovery to launch, translating complex journeys into confident, measurable outcomes.

About
I’m a Senior UX Designer and Manager who loves turning messy, complex products into simple, intuitive experiences. I’ve worked across fintech, media and platform teams — anywhere there’s dense info, tough decisions and real users trying to get things done.
I partner with product, engineering and data teams to figure out what actually matters, set a clear direction, and ship systems that help designers move fast without losing the craft.
Right now I’m leading a 15-person design team at Entain, shaping multi-channel experiences for brands like Coral, Ladbrokes, sportingbet and bwin across web, native and retail surfaces.
Download résuméWhat I Do
I help teams define the right problems, shape product direction and translate goals into clear, actionable design focus.
I guide designers, partner with Product & Engineering, and create alignment so teams move faster with less friction.
I connect design decisions to business and customer impact, using validation, testing and data to steer work.
Contact
Want to talk about product design or a potential role? Let’s chat!