Who You Get
Senior product design built on craft, strategy, and judgment. Kept honest by staying close to the work, the team, and the data behind it.
Craft-led. Strategy-shaped. Still building. Leading from the front.
How I Operate
How I show up to a problem, day in and day out. The consistent parts that don't change when the team, the stack, or the stakes do.
A working stance, not a workflow. Built from years of shipping under pressure, refined every time the brief or the team changed.
Problem Frame Early
The quality of every decision downstream depends on how clearly the problem is understood.
I push teams past the brief into the data, the customers, and the assumptions no one's questioned yet. Most teams move on too quickly, I don't.
Take a Position
A clear frame is a leadership act. I define what matters, what doesn't, and what we're not going to do.
Strong opinions, held lightly and if the value isn't there, I'll push back, including on my own team and my own ideas.
Expertise End-to-End
Strategy, craft, and delivery don't survive handoffs.
I keep them connected, partnering closely with product, engineering, and commercial, and staying close enough to the work to catch the moments where intent and execution drift apart.
Evidence to Diagnose
Behavioural data, research, and instinct each have a job.
I use them to distinguish design problems from product problems and system problems, so we solve the right thing, not the loudest thing.
Measure What Matters
If you can't define what success looks like, you shouldn't be building it.
Every change is a learning event for the product, the team, and how we work. I build the feedback loops that turn one good decision into a pattern.
Build the Team
Teams compound, processes don't. I've hired for instinct and trajectory, coach in the open so the lessons travel, and protect the conditions that let people do honest work.
A capable team is the highest-leverage thing a senior leader builds, and the easiest one to neglect.
The Point
Skills and principles describe how the work gets done. This is what it's done for, and the standard the rest gets measured against.
Frequently Asked Questions
Before you reach out. Here’s what most people ask me.
A decade in online travel. What did you learn?
Does your experience translate beyond travel?
How do you actually use AI in your practice?
Are you still hands-on, or just leading?
What size of company do you work best with?
Where are you based, and is remote on the table?