I am a self-taught British designer with 12+ years in user research and design. I have 3 years experience in the gaming industry. I currently live in Amsterdam  Over the years I have built new products for small businesses to large corporations. Research and data fuel my design process. I’ve worked on many significant projects that were used by millions of users. I’m a clear and honest communicator, and I’ve worked with stakeholders of all levels. My portfolio consists of websites, mobile applications for web, iOS and Android, and other digital experiences. I see myself as an all-round designer and creator. My strength lies in building new products, projects and teams. I have defined many workflows and design systems and follow a proven design and building process. I want to grow and learn, and like to work with teams of the same mentality.
Selected projects
Ancillary Services for properties, 2018–2019
Customers invest in more than just the property reservation during an average stay. We conducted research to understand customer needs and property supply. I defined a vision for a cross-platform customer experience. We launched a successful pilot in multiple countries. We optimised breakfast add-on sales to exceed our targets.
Related published articles:

Ad tech programmatic creative banner generator and design system, 2017–2018
We needed a faster, more dynamic way to create new global programmatic dynamic creative campaigns, localised and synced with the latest growing design system and brand guidelines. I co-ordinated a team of developers and aligned strategy with company directors. I defined the vision and roadmap to launch an MVP that would speed up our internal process. I created a scalable banner system and banner design system. We launched more dynamic campaigns than previously on record (1300% more) and enabled the launch of our KCT campaigns. I also designed the first official mid-funnel mobile banner campaign. Creative content was fuelled by qualitative research and the first had the highest ROI to date.

Senior Product Designer
November 2016 - Present
Amsterdam, Netherlands
As a Designer at Booking, I worked on various products, across multiple departments. I led most of the design strategy for each project in collaboration with product managers and various stake holders. I did this by facilitating numerous design sprints and conducting research using various methodologies. This helped shape and prioritise our feature sets. From MVPs to product optimisations I used a mixture of qualitative and quantitative input to inform design decisions. Our qualitative input was done through interviews, usability testing, and contextual inquiries. While quantitatively we used our internal A/B testing tool to evaluate the design's impact on metrics.
Senior Product Designer
August 2010 - October 2016 (6 years 3 months)
Bromborough, United Kingdom
I led the design strategy and front end development for a highly trafficked and profitable retail website. Heavily involved with user experience, design system, templating, branding, advertising, illustration, and digital strategy. In the early days I would also contribute to landing page content, email campaigns, and marketing communications.
“The objective is to focus on optimisation, efficiency, compatibility, and performance to continually improve the customer experience. As a team we continue to grow the business year-on-year. Our agile team is responsible for the entirety of our in-house ecommerce system. Our in-house design system continues to grow to improve how we work together and contributes to the optimisation of our customer experience.” Ltd
Founder / Designer
June 2008 - August 2010 (2 years 3 months)
Liverpool, United Kingdom
Director and Lead Designer of SME web design company Ltd. Specialising in bespoke solutions. We helped grow SMEs with our proprietary ecommerce solutions. We offered online packages based on company needs. We launched our own board game ecommerce company. Whilst there I worked on branding and UX for clients across a broad range of industries, often helping our clients understand the function of their business within a competitive online landscape.
Sony Computer Entertainment Europe
2004 - 2007 (3 years)
Liverpool, United Kingdom
Format QA at SCEE Liverpool. Games tester for AAA titles, reporting bugs into system before titles are released. As part of my personal development I was mentored by the Art Director for the in-house game studio, whilst there I learned Maya, 3D character modelling, concept art basics, texturing and UV mapping. I studied Japanese for one year and helped teach English to 8 year olds as part of summer school project in Tokyo, Japan.
United Publishing Limited
Graphic Designer
2002 - 2003 (1 year)
Liverpool, United Kingdom
Graphic designer working across multiple projects per week.
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