I think in structures before solutions.
I'm a Strategic Service Designer with a foundation in UX leadership and design management. I work across service design, systems thinking, innovation, and rapid prototyping to turn complex problems into clearer journeys, strategies, and ways of working.
I started in visual and UX design, moved into building and leading UX teams, and later specialised in service design and innovation strategy. That mix means I can move between the big picture and the details: understanding the system around a problem, then designing the journey, process, prototype, or tool that helps move it forward.
Most recently, at UNICEF's Office of Innovation, I worked on SPARK, a global innovation accelerator, designing its service blueprint, innovator database, and assessment tools.
I'm at my best when the problem is still messy, the path forward isn't obvious, and there's an opportunity to make the system around it work better.
How I work
Notice what's missing
From people to systems.
I look beyond the immediate problem to understand the people, processes, relationships, and constraints shaping it. Then I find the gaps, friction, and opportunities that are easy to miss.
Build the scaffolding
From idea to structure.
I turn ambiguity into something people can work with: service blueprints, journeys, frameworks, processes, tools, and clearer ways of working.
Make it tangible
From thinking to testing.
I prototype early and often. Generative AI, digital tools, and rapid experimentation help me turn ideas into something teams can see, use, challenge, and improve.
A few things I'm good at
Systems & strategy
- Systems thinking
- Service design
- Strategic foresight
- Research
Experience & interaction
- UX strategy
- UX/UI
- Information architecture
- Prototyping
Making & experimenting
- Rapid prototyping
- Generative AI
- Digital experimentation
Working with people
- Design facilitation
- Co-design
- Workshop design
- Cross-functional collaboration
Experience
Designed the service blueprint, digital infrastructure, innovator database, and assessment tools supporting a global innovation programme.
Built and led a UX function of 10+ designers across digital banking value streams serving 2M+ users.
Led design across 20+ startup and product engagements, working across research, UX strategy, product design, and delivery.
Worked across digital products, emerging technologies, and brand-led experiences.