Throughout my career I've encountered the same pattern time and again, organisations with genuine intent, trying to solve real problems, but often solving the wrong version of them. My work is about finding the right version.

Every client is different, but the engagement usually takes one of two forms: either I'm embedded as a design partner in the product, or working upstream advising stakeholders to shape the right product strategy in advance of larger work streams. Which role I play depends on many factors, but is always driven by what's needed to move forwards with confidence.

Design Partner
These engagements require someone senior to own the responsibility of the design work across the product: coherence, systems, quality. I design and refine the core flows that make or break the product, set the design direction, and raise the bar on quality across everything that ships. Depending on where the product is, that often extends into visual identity, design systems, user research, and shaping the product roadmap alongside product leads.

I work closely with product and engineering, daily, hands-on in the actual work. Typically establishing and leading design squads made up of the right talent as an embedded team or within an agency side cross-disciplinary team augmenting a client existing capabilities.

An advisory role
For advisory engagements I partner with clients prior to larger scale projects or digital transformation work streams, establishing the foundations for wider programmes of work. Consulting with senior leadership, engaging external partners and frontline teams to shape product strategy and vision, build alignment and validate the business case for ongoing investment.

I lead experience definition strategy work streams, partnering closely with project, product and technical stakeholders, covering business immersion, stakeholder engagement, workshops, research, discovery and ideation, owning the work, product strategy and proposal, presenting to key decision makers to unlock funding and secure programme approval.