Experience

Lead product and design strategy for a UK based fintech platform serving over 1M users across web, iOS, and Android. Set the 18 month product vision, oversee multi-disciplinary teams, and drive commercial outcomes through design-led innovation, AI integration, and data-driven decision making. Collaborate with data science, engineering, marketing, and operations teams to scale the platform while improving efficiency and customer experience.

• Spearheading end-to-end design and development of an AI-powered personal finance platform, projected to increase monthly active users by 50% within the first 6 months post-launch.
• Expanded the platform from launch to 1M users by refining onboarding flows, optimising retention metrics, and iterating based on continuous customer feedback.
• Reduced cost per acquisition by 47% by deploying a streamlined web-based eligibility funnel and iteratively improving it through targeted A/B testing to maximise ROI.
• Delivered £1.2M in realised lending by leading decline monetisation initiative in year 1, forming strategic partnerships to monetise failed eligibility checks without impacting customer satisfaction.
• Created a design and product function that champions rapid prototyping, anonymised data validation, and continuous customer research to align features with real user needs and strategic goals.

Directed the end-to-end design vision for the product, from brand identity to complex UX and UI. Grew and matured the product team, delivered a full company rebrand, and designed/prototyped the entire iOS and Android app experience.

• Directed a full company rebrand that boosted prompted logo recognition to 30% and name recognition to 28%, increased consideration rates to 54% of aware customers (above market average), and positioned Updraft as a leader in "debt clearing" brand perception
• Partnered with leadership to define strategic product direction, shorten delivery cycles, and bring bold new features to market.
• Developed capability within design and research teams to translate complex user data into clear, actionable product strategies.

Drove design vision for a market intelligence platform mapping connections between companies, products, and industries. Collaborated directly with the CEO to define visual direction, implement scalable design systems, and embed advanced AI capabilities that delivered deeper, data-driven insights for investors and operators.

• Defined and implemented the end-to-end design strategy, ensuring scalability and consistency across all platform features.
• Implemented scalable design systems to accelerate delivery and maintain quality across product releases.

Pioneered 0-1 product development and MVP creation across a diverse portfolio of payment solutions, mental health platforms, renewable energy tools, and education products. Directed multi-disciplinary globally based teams through rapid concept-to-market cycles, working closely with engineering and product leadership to validate assumptions, test core hypotheses, and scale successful MVPs across verticals.

• Developed design frameworks and AI-assisted Figma-to-code workflows, accelerating production timelines and reducing design-to-development overhead.
• Drove the design of an award-winning, patent-pending platform, enabling software to be built at least 5× faster and at only 10% of traditional costs.
• Mentored and aligned 42 designers and engineers to work within a single design framework, teaching advanced techniques and implementation methods to ensure consistent UX/UI quality across multiple product domains.

Delivered design leadership across multiple major clients, focusing on improving digital customer experiences, accessibility, and design system scalability. Collaborated with cross-functional teams to align business goals with intuitive, user-focused design.

• Heathrow.com
  Redesigned Europe’s busiest airport website, improving navigation, accessibility, and service findability for millions of passengers.
• Lloyds Banking Group
  Designed internal DevOps tooling to simplify Azure Kubernetes setup, reducing technical onboarding time for engineering teams.
• RBS/NatWest
  Created the first structured Sketch design library for NatWest mobile banking, training design teams and securing adoption across multiple business units.

Founded and scaled a creative agency from a solo practice to a team of seven, delivering branding, UX/UI, and motion design for fintech startups and global brands. Managed client relationships, led creative direction, and oversaw end-to-end delivery.

• Developed a client portfolio spanning fintech disruptors (Youtility, Updraft), design system platforms (Zeroheight), and global brands (AVON, BWIN, PartyPoker, Karma Games, Google).
• Directed UX/UI and brand design from concept through deployment, delivering consistent quality and measurable client satisfaction.
• Enabled startup clients to secure seed and Series A funding by creating investor-ready prototypes and brand narratives that clearly articulated market opportunity.
• Mentored a team whose alumni have gone on to director and C-level leadership roles.

Delivered new mobile banking features and enhancements, ensuring usability and visual consistency across Barclays’ digital platforms. Collaborated with product managers and developers to refine customer journeys and streamline functionality.

• Designed and launched multiple mobile banking features, improving navigation and overall customer experience.
• Ensured brand and UX consistency across both Barclays and Barclaycard products.

Steered design of mobile apps and web platform for Palo Alto based VC-backed travel and lifestyle platform serving over 20M users globally. Partnered with cross-functional teams to deliver engaging, user-centred experiences that supported rapid iteration and market growth.

• Delivered high-impact iOS app design that improved engagement and retention.
• Created prototypes and interaction models that influenced product direction and supported faster release cycles.

Held creative leadership and senior design roles at Plingoo Media, PokerStars, Deutsche Telekom, Blackbridge Communications, Deluxe Digital Studios, UKTV, How Splendid, The App Business, TUI Ski, Illustrated London News, 3 fish in a tree, Greenlight, Redbird Design, and Eject.

• Delivered high-profile projects for brands including BBC, Expedia, Sony, Harrods, Channel 4, and Tesco.
• Created some of the earliest mobile and Android app experiences, adapting design approaches for emerging platforms.
• Developed scalable design systems, interactive retail experiences, and award-winning digital campaigns.