SELFRIDGES & CO

HEAD OF UX, DIGITAL DESIGN & CONTENT MANAGEMENT
LUXURY RETAIL  |  AUG 2016 - PRESENT

In my current role, I lead a multidisciplinary team of UX Designers, Researchers, Digital Designers, and Content Managers. I am responsible for shaping the team’s strategic direction, driving key business initiatives, and overseeing future-focused projects. Additionally, I support and foster the professional growth of my team, ensuring their development aligns with both business objectives and industry best practices.

Here are some key highlights of my contributions:

• Elevating UX Maturity: Recognising the need for enhanced UX maturity, I devised and executed a strategic plan to transition from a "Limited" to an "Integrated" model. This involved demonstrating the value of customer feedback and data analytics integration through strategically selected projects showcasing tangible ROI and increased conversion rates.
• Optimising Agency Spend: By conducting a comprehensive review of our agency expenditures, I introduced an innovative approach that enabled us to maximise our spending efficiency without escalating workload demands.
• Implementing Test & Learn Program: I spearheaded the design and implementation of a robust test and learn program, bringing testing capabilities in-house and establishing a customer panel. This initiative led to a significant increase in the frequency of customer tests, from three to twelve in the first year, while concurrently reducing overall spending. Subsequent enhancements have enabled weekly testing within the existing budget framework.
• Introducing Financial Tracking Mechanisms: To ensure fiscal responsibility and resource optimisation, I introduced a financial tracking system. This enabled meticulous management of team expenditure, facilitating adherence to budgetary constraints while prioritising investments in modern equipment, tools, training, and growth opportunities.
• Expanding Team Capabilities: Under my leadership, the UX design team experienced exponential growth from three designers to a dynamic team exceeding twenty members, possessing diverse skill sets. I advocated for the establishment of our inaugural UX Research function, empowering us to drive testing initiatives internally. Additionally, I facilitated the integration of our internal content management and creative digital design teams, fostering a collaborative environment conducive to delivering elevated customer experiences and cohesive brand-commercial interactions.
• Digital Transformation: I played a pivotal role in our digital transformation journey, spearheading the design and integration of team structures and processes conducive to agile methodologies. By introducing product management frameworks and onboarding technical resources, we successfully transitioned from ad-hoc project deliveries to regular sprint cycles, amplifying value delivery for both customers and the business.
• Team Efficiency: Efficiency has always been a cornerstone of my approach. I firmly believe that top- tier design can be achieved at scale and speed through systematic approaches. To realise this vision, I undertook the challenge of developing a pioneering design system, a first of its kind. Crucially, I ensured that key stakeholders across various business functions were actively involved, guaranteeing alignment and support not only within design but also among our partners in technology, product development, creative, and beyond.
• Coaching & Mentoring: Throughout my journey, I've had the privilege of mentoring exceptionally talented team members spanning from junior associates to middle management. Providing personalised support and guidance, I take pride in empowering them to accelerate their career progression, enabling them to step into roles that truly reflect their capabilities and aspirations.

These initiatives collectively underscore my commitment to driving innovation, fostering team growth, and delivering exceptional customer experiences at Selfridges & Co.

POW XD

MANAGING DIRECTOR
DIGITAL EXPERIENCE AGENCY  |  JAN 2009 - PRESENT

I founded POW XD with the mission of empowering local small businesses by providing professional digital and brand services at accessible prices. In today’s fast-paced digital landscape, establishing a strong online presence is crucial for business success. My goal is to help businesses not only create a distinctive digital footprint but also develop brand assets that support long-term growth, customer engagement, and market competitiveness.

Recognising that every business has unique challenges and aspirations, I take a personalised approach, tailoring solutions to meet specific needs and objectives. My expertise spans a broad range of services, including:

• Experience Design: Crafting seamless, user-centred experiences that enhance customer interactions across digital platforms, ensuring functionality, accessibility, and engagement.
• Consultancy: Providing strategic insights and expert guidance on digital transformation, branding, and UX best practices to help businesses refine their approach and optimise their impact.
• Brand Development: Building strong, cohesive brand identities that connect with target audiences, incorporating everything from logo design and brand messaging to visual storytelling.
• Web Design & Build: Designing and developing modern, high-performing websites that are not only visually compelling but also intuitive, responsive, and aligned with business goals.
• Print Collateral: Producing high-quality marketing materials, such as brochures, business cards, and packaging, that reinforce brand presence and professionalism.
• Strategy & Planning: Developing comprehensive brand and digital strategies that drive business growth, ensuring a clear roadmap for success.
• Project Management: Overseeing projects from concept to execution, ensuring efficiency, creativity, and impact while aligning with business timelines and objectives.
• Mentoring: Supporting entrepreneurs and small business owners with expert advice, coaching, and skill development, empowering them to take their brand to the next level.

At POW XD, my commitment is to deliver impactful, results-driven solutions that help businesses thrive in a competitive digital world.

SPRINGER NATURE

SENIOR UX DESIGNER (LEAD)
SCIENTIFIC PUBLISHING  |  JAN 2015 - JUL 2016

At Springer Nature, I held a key leadership role as a Senior UX Designer, overseeing multiple squads and driving critical initiatives that enhanced both user experience and business impact.

One of my most notable achievements was leading the design and development of a new careers platform, reinforcing Springer Nature’s commitment to both employees and prospective recruits. I played a pivotal role in shaping the platform’s user experience, ensuring seamless navigation, engaging content, and an intuitive interface that effectively connected talent with opportunities.

Beyond this, I contributed significantly to the refinement of the payments portal and the enhancement of content discovery and presentation processes. By leveraging user research, design thinking methodologies, and close collaboration with cross-functional teams, I streamlined these key areas - improving user satisfaction, operational efficiency, and overall digital engagement.

A particularly impactful project involved the re-design of the article pages, a core part of Springer Nature’s publishing platform. The goal was to enhance readability, increase discoverability of related content, and support accessibility across diverse readerships. Working closely with researchers, authors, and editorial teams, I led the UX effort to simplify layouts, improve typographic hierarchy, and introduce clearer navigation patterns - making it easier for users to engage with complex scientific content. This work not only improved the user experience but also helped strengthen the platform’s reputation as a trusted, accessible source of knowledge.

My time at Springer Nature was defined by a deep commitment to user-centric design, continuous innovation, and collaborative problem-solving, driving meaningful improvements across the organisation’s digital ecosystem.

THOMAS COOK GROUP PLC

SENIOR UX DESIGNER (LEAD)
HOSPITALITY, TRAVEL & TOURISM  |  FEB 2011 - DEC 2014

During my nearly four-years at Thomas Cook, I played a key strategic role in enhancing the customer experience across all group websites, driving digital transformation initiatives that improved both usability and operational efficiency. My work focused on creating a more cohesive, user-centric digital ecosystem, ensuring consistency and seamless interactions across the company’s diverse brands and global markets.

One of my most impactful achievements was leading the design and implementation of a shared platform, which served as a foundation for technology integration across the entire Thomas Cook Group. This initiative addressed challenges related to fragmented systems, inconsistencies in customer experience, and inefficiencies in digital operations. By standardising key components and functionalities, the platform:

• Streamlined workflows, reducing operational complexity and improving time-to-market for digital enhancements.
• Fostered brand cohesion, ensuring a unified experience across multiple websites and digital channels.
• Improved scalability, enabling seamless adoption of new features across brands without the need for extensive redevelopment.

To ensure the platform effectively addressed regional and brand-specific customer needs, I worked closely with cross-functional teams across different markets. This involved extensive travel to collaborate with brand stakeholders, exchanging insights and tailoring solutions to accommodate varying user expectations and business goals.

In addition to platform development, I played a key role in the rollout of a full brand redesign, a high-impact initiative aimed at revitalising Thomas Cook’s identity and aligning it with evolving consumer behaviours and market trends. My contributions to this initiative included:

• Redesigning website interfaces to create a more modern, visually engaging, and conversion-optimised experience.
• Enhancing UX frameworks to improve accessibility, navigation, and overall usability.
• Collaborating with marketing, brand, and development teams to ensure design consistency across all digital and print touch-points.

This project was instrumental in strengthening Thomas Cook’s digital presence, increasing engagement, and reinforcing brand trust among its global customer base.

Throughout my tenure, I championed a collaborative and user-centric design approach, advocating for research-driven decision-making and continuous optimisation. I worked closely with product owners, developers, marketers, and business leaders, ensuring that digital solutions not only met customer needs but also aligned with Thomas Cook’s commercial objectives.

By integrating design thinking methodologies, A/B testing, and user research into the development process, I helped drive improvements that led to higher conversion rates, reduced friction in the booking journey, and increased customer satisfaction.

INFOCOMMS SOFTWARE

CONTRACTOR - SOFTWARE DESIGN & DEVELOPMENT
SOFTWARE DEVELOPMENT  |  JAN 2009 - DEC 2009

Although my time at InfoComms was brief, it was a pivotal stage in my career, deepening my understanding of software development and shaping my approach to UX design. It was here that I gained a true appreciation for the technical intricacies of the field, allowing me to bridge the gap between design and development more effectively.

I was fortunate to have an exceptional mentor, who generously took time out of his day to help me refine my coding skills and expand my knowledge of development techniques. His guidance played a crucial role in solidifying my technical foundation, enabling me to better collaborate with developers and create more functional, user-friendly solutions.

During my time at InfoComms, I was involved in designing and assisting in the development of specialist software platforms used by police forensic units to collect and analyse data from confiscated mobile and desktop devices. This work required an acute focus on usability, security, and efficiency, ensuring that complex forensic processes were both intuitive and reliable for investigative teams.

Additionally, I contributed to the development of facilities management software that supported major corporations, including T-Mobile. This experience gave me exposure to enterprise-level software design, where scalability, data integrity, and seamless user interactions were paramount.

Recognising that my tenure at InfoComms would be limited, I made a conscious effort to immerse myself in learning as much as possible, absorbing both technical and strategic insights that have since shaped my career. The skills and experiences I gained during this time have been instrumental in my evolution as a designer, equipping me with a more holistic perspective on how design and development intersect.

I remain deeply appreciative of the team at InfoComms for the knowledge they imparted, and their influence continues to inform my approach to collaborative, technically-informed UX design.

SKYNET DESIGN LTD

JUNIOR WEB DESIGNER & DEVELOPER
WEB DESIGN AGENCY  |  APR 2007 - JAN 2009

Skynet Design (formerly Capital Edge) is where my passion for web design truly began. I was fortunate to be given an opportunity by two exceptionally talented mentors who took me under their wing, providing invaluable guidance that helped shape my career path.

From the outset, I was determined to learn fast and work hard, earning the respect of both my colleagues and the clients I worked with. As my skills and confidence grew, I transitioned into a role where I managed my own projects, working directly with clients to deliver tailored digital solutions. This hands-on experience not only honed my technical abilities but also strengthened my communication, project management, and client relationship skills.

During my time at Skynet, I gained a deep understanding of design fundamentals and the importance of building websites the right way, balancing creativity with functionality, performance, and accessibility. I actively sought out new design and development techniques, continuously pushing my capabilities in both front-end and back-end coding.

By the time I moved on from Skynet, I had grown into a well-rounded web designer, confident in my skills and adaptable to working with diverse teams and clients. This formative experience laid the foundation for my career, equipping me with the technical expertise, creative problem-solving skills, and strategic mindset that continue to guide my approach to UX design and digital experiences today.