ELEVATING UX MATURITY
For UX to really make a difference, it needs to be fully embedded in the business - clearly aligned to strategy, backed by the right people, and seen as a partner that helps shape both the customer experience and how we grow as an organisation.
STRATEGIC DEVELOPMENT | LEADERSHIP
SELFRIDGES UNLOCKED
Selfridges Unlocked is a membership programme, designed to build lasting customer relationships through exclusive benefits, personalised services, and unique experiences - both in-store and online.
UX | PROJECT MANAGEMENT | STRATEGIC DIRECTION
THE CONCIERGE
The Concierge was created to fill a clear gap in the luxury services market - an AI-powered super app connecting high-net-worth individuals to curated travel, lifestyle, and bespoke experiences, unlocking new opportunities for growth and innovation.
INNOVATION | BUSINESS DEVELOPMENT | UX
SELFRIDGES & CO
Joining Selfridges, I saw a clear opportunity to redefine the digital experience - building a UX function that not only delivered exceptional products but helped shape a more seamless, intuitive, and experience-led brand across all channels.
LEADERSHIP | STRATEGIC DEVELOPMENT
STRADA APPAREL
Strada Apparel began as a bold idea from a family member passionate about fashion, and I helped shape it into a clear, structured brand—defining its identity, digital presence, and business strategy to set a strong foundation for long-term success.
UX | PROJECT MANAGEMENT | BUSINESS DEVELOPMENT
AQUATHIRST UK
Aquathirst UK is a family-run water solutions provider with big ambitions for growth, and I was proud to support them through a full rebrand - shaping a modern, professional identity across physical and digital touchpoints to elevate their presence, engage new customers, and drive business expansion.
UX | PROJECT MANAGEMENT | BUSINESS DEVELOPMENT
THOMAS COOK
At Thomas Cook Group, I led and supported major digital initiatives across multiple brands - driving platform migration, enhancing customer journeys, and aligning technology with business growth and user needs.
UX | UI | FRONT END DEVELOPMENT
EXTRAORDINARY EXPERIENCES
Selfridges is built on culture, creativity, and experience - and I’ve had the privilege of shaping that through omni-channel projects that connect in-store moments with seamless, engaging digital touchpoints, making every experience world-class and accessible online.
UX | PROJECT MANAGEMENT
THE FUTURE OF EXPERIENCE DESIGN
Selfridges is a destination for creativity and culture, offering bold, ever-evolving experiences. My role focuses on shaping the future of customer experience - identifying opportunities, challenging old ways of working, and embedding UX more deeply to ensure we stay ahead in a fast-changing retail landscape.
INNOVATION | LEADERSHIP
RARE DEMENTIA SUPPORT
Partnering with Rare Dementia Support through the Selfridges Charity Programme was a meaningful project, where I helped refresh their digital experience to reflect the compassion and accessibility at the core of their work.
UX | UI | PROJECT MANAGEMENT
SPEEDY FREIGHTS
I partnered with Roaring Lion Media to help reimagine Speedy Freight’s digital experience - creating a streamlined, user-friendly platform that reflects the speed and scale of their logistics services.
UX | UI | PROJECT MANAGEMENT
THE ROARING LION
Working with Roaring Lion Media was a chance to support a close friend and long-time collaborator - helping bring their refreshed brand to life through a digital presence that matched their vision, ambition, and creative energy.
UX | UI | PROJECT MANAGEMENT
GET IN THE HOLE
Get in the Hole was a passion project born from my love of golf - aimed at connecting modern, socially driven players through a fresh, digital-first platform designed to share, compete, and grow the game globally.
INNOVATION | UX
NATURE CAREERS HUB
My work on Nature Careers focused on reimagining how the brand attracts and supports candidates - modernising the platform to reflect its authority in science publishing while prioritising accessibility, usability, and inclusivity.
UX | UI | PROJECT MANAGEMENT
