A liitle about me
↴
The journey
so far
The journey
so far
I design and deliver, world class products and identities for ambitious brands.
I design and deliver, world class products and identities for ambitious brands.
I design and deliver, world class products and identities for ambitious brands.
I’m an experienced product and brand designer who's worked both agency and in-house, blending strategic thinking with hands on execution.
Product design
I’m a results-driven product designer focused on creating meaningful, beautifully crafted, user-centred products at pace. I’ve designed digital products, brands, and experiences for Apple, Porsche, and a range of ambitious startups. I’m equally comfortable optimising existing products, leading full redesigns, or building 0→1 experiences across web, mobile, and app.
Branding
From first sketch to launch, I shape brands with clarity, emotion, and purpose, creating identities that stand out, scale, and drive results.
Design leader
I’ve built and led high-performing design teams across time zones, driving collaboration and efficiency without losing creative energy. By grounding strategy and process in empathy and user-centred thinking, I help teams deliver meaningful, measurable design outcomes that move both users and businesses forward.
Strategy
I excel at creating and implementing design strategies in fast-paced, high-pressure environments across sectors like banking, telecoms, medtech, and e-commerce. With strong communication and stakeholder management skills, I effectively articulate design visions to any audience.
I’m an experienced product and brand designer who's worked both agency and in-house, blending strategic thinking with hands on execution.
I’m an experienced product and brand designer who's worked both agency and in-house, blending strategic thinking with hands on execution.
Product design
I’m a results-driven product designer focused on creating meaningful, beautifully crafted, user-centred products at pace. I’ve designed digital products, brands, and experiences for Apple, Porsche, and a range of ambitious startups. I’m equally comfortable optimising existing products, leading full redesigns, or building 0→1 experiences across web, mobile, and app.
Branding
From first sketch to launch, I shape brands with clarity, emotion, and purpose, creating identities that stand out, scale, and drive results.
Design leader
I’ve built and led high-performing design teams across time zones, driving collaboration and efficiency without losing creative energy. By grounding strategy and process in empathy and user-centred thinking, I help teams deliver meaningful, measurable design outcomes that move both users and businesses forward.
Strategy
I excel at creating and implementing design strategies in fast-paced, high-pressure environments across sectors like banking, telecoms, medtech, and e-commerce. With strong communication and stakeholder management skills, I effectively articulate design visions to any audience.
Product design
I’m a results-driven product designer focused on creating meaningful, beautifully crafted, user-centred products at pace. I’ve designed digital products, brands, and experiences for Apple, Porsche, and a range of ambitious startups. I’m equally comfortable optimising existing products, leading full redesigns, or building 0→1 experiences across web, mobile, and app.
Branding
From first sketch to launch, I shape brands with clarity, emotion, and purpose, creating identities that stand out, scale, and drive results.
Design leader
I’ve built and led high-performing design teams across time zones, driving collaboration and efficiency without losing creative energy. By grounding strategy and process in empathy and user-centred thinking, I help teams deliver meaningful, measurable design outcomes that move both users and businesses forward.
Strategy
I excel at creating and implementing design strategies in fast-paced, high-pressure environments across sectors like banking, telecoms, medtech, and e-commerce. With strong communication and stakeholder management skills, I effectively articulate design visions to any audience.
The journey so far
Yonder
Design Director (IC)
(Contract)Aug '25 – Nov '25
Role
I was the sole designer working hands-on as a senior level product, UI and brand designer.
Designed high-end, conversion-driven web experiences end-to-end for a luxury
6* hotel chain and a $1bn Saudi Investment fund at pace and in multiple languages.Navigated highly complex requirements across luxury hospitality and institutional finance.
Impact
6 weeks: Achieved full website launch before the hotel’s peak season, enabling immediate revenue lift.
28% Uplift in high-value enquiries for the investment fund.
HeliosX
Design Director (IC)
(Contract)Mar '25 – Aug '25
Role
As the sole designer I created the company’s first GLP-1 app from 0–1, leading product vision, experience design
and strategy while shaping the full patient journey.Led hands-on design across UX, UI, interaction, prototyping, and motion, translating
strategy into tangible, high performing user flows.Translated complex clinical pathways into clear, motivating, user-friendly experiences
through structured design and patient insights.Moved fast from low-fidelity explorations through to high-fidelity design, ensuring every
flow was validated, accessible, and clinically safe.
Impact
Achieved a 70% 3 month retention rate, outperforming digital health industry benchmarks.
Improved medication logging compliance by +22% through behavioural design and simplified injection tracking.
Porsche
Design Director (IC)
(Contract)Sept '24 – Mar '25
Role
As well as the sole designer I defined the vision and design direction for Porsche’s next-generation digital ecosystem (HMI, driver cluster, companion app).
Helped shape Porsche’s long-term digital roadmap for EVs by aligning product, engineering, and brand teams around a unified north star.
Led experience strategy, research and prototyping across in-car, app, and connected touchpoints.
Defined cross-device behaviours so the car, app, and home ecosystem feel continuous, not separate products.
Impact
Launched quickly and with impact, delivering the initial MVP in 6 weeks.
44% growth in active app users, driven by improved UX flows and seamless integration between in-car and mobile experiences.
VML
Design Director (IC)
(Contract)May '24 – Sept '24
Role
As a hands-on Design Director I led the full rebrand and digital transformation of Chubb, a premium insurance company across web and mobile.
Acted as the bridge between C-level stakeholders and delivery teams, ensuring design direction translated into measurable business outcomes.
Led qualitative and quantitative research to uncover clarity, trust and conversion issues.
Translated the new brand into a usable, scalable digital expression that worked across global markets and product lines.
Introduced modern UI principles, elevating Chubb’s digital aesthetic to match its premium brand positioning.
Facilitated workshops to align global markets on the new direction and ensure organisational buy-in.
Impact
28% increase in quote-to-bind conversion after simplifying complex insurance journeys.
Cut onboarding drop-off by 31% by restructuring eligibility and disclosure flows.
Accelerated delivery by 40% through reusable components and tighter design–engineering alignment.
Numan
Director of Product Design (IC)
Jun '22 – May '24
Role
A series A health-tech scale-up transforming men’s healthcare. I joined to lead and scale Product Design, unifying brand and product, building the team, and driving measurable impact across revenue, retention and experience.
Established the design function as a strategic partner, not a service team, embedding designers earlier in discovery, shaping quarterly planning, and influencing companywide decision making.
Redefined the end-to-end patient journey, mapping gaps across onboarding, diagnostics, prescription, adherence and retention, and turning these into actionable product opportunities.
Drove an approach to continuous improvement, using data and testing to enhance the user experience, which effectively contributes to improving key business and financial results.
Repositioned Numan from a transactional provider to a long term health partner.
Translated complex clinical requirements into simple, supportive digital journeys users could understand and act on.
Impact
Faster delivery + team efficiency, through scalable systems, clearer processes, and improved cross-functional alignment
+41% revenue growth in a key category
–12% refunds, improving treatment matching and clarity
+36% month-3 retention, a critical company metric
+22.5% AOV, through clear flows and improved user guidance
Apple
Design Director (IC)
(Contract)Nov '21 – May '22
Led design teams delivering seamless, user-centric experiences across Apple’s ecosystem, including iPhone 13 and Apple Watch launches. Drove global ecommerce design, elevated craft standards, and championed accessibility, inclusivity, and innovation.
PWC
Design Director (IC)
(Contract)Design Director (IC)
(Contract)Feb '20 – Nov '21
Led the design for the digital transformation for NFUMutal, a leading UK insurer, redesigning its platform into a self-service experience across web and mobile.
Koto
Design Director (IC)
(Contract)Design Director (IC)
(Contract)Oct '19 – Jan '20
AMV
Executive Creative Director
Jan '15 – Oct '19
Freelance
Creative/Design Director
Dec '13 – Jan '15
Worked with multiple agencies from Razorfish, Saatchi, AMV, Brand Union, Conran, The partners, Rare and Fishburn on a range of clients, from Bose, RFU, Premier League, Barclays, Adidas and Samsung.
What I bring
→
Hands on (IC), executive level designer with a proven ability to define vision, build teams, and deliver world class digital products and brands in fast moving, high growth environments
→
Ability to move from vision and strategy to hands-on design
→
Conduct user testing to validate and refine design decisions
→
I slot into teams easily, partnering with founders, PMs, engineering leads and stakeholders to move the product forward at pace
→
Experience simplifying complex, multi audience, multi market platforms
→
Passionate about human-centred design and usability, ensuring every product decision balances customer empathy with measurable business impact
→
A strong eye for craft, motion, interaction, and brand expression
→
A focus on data and ideas-led thinking, explored through integrated product design and branding
→
Proven ability to deliver measurable product outcomes
What I bring
→
Hands on (IC), executive level designer with a proven ability to define vision, build teams, and deliver world class digital products and brands in fast moving, high growth environments
→
Ability to move from vision and strategy to hands-on desohm
→
Conduct user testing to validate and refine design decisions
→
I slot into teams easily, partnering with founders, PMs, engineering leads and stakeholders to move the product forward at pace
→
Experience simplifying complex, multi audience, multi market platforms
→
A strong eye for craft, motion, interaction, and brand expression
→
A focus on data and ideas-led thinking, explored through integrated product design and branding
→
Proven ability to deliver measurable product outcomes
Yonder
Design Director (IC)
(Contract)Aug '25 – Nov '25
Role
I was the sole designer working hands-on as a senior level product, UI and brand designer.
Designed high-end, conversion-driven web experiences end-to-end for a luxury
6* hotel chain and a $1bn Saudi Investment fund at pace and in multiple languages.Navigated highly complex requirements across luxury hospitality and institutional finance.
Impact
6 weeks: Achieved full website launch before the hotel’s peak season, enabling immediate revenue lift.
28% Uplift in high-value enquiries for the investment fund.
HeliosX
Design Director (IC)
(Contract)Mar '25 – Aug '25
Role
As the sole designer I created the company’s first GLP-1 app from 0–1, leading product vision, experience design
and strategy while shaping the full patient journey.Led hands-on design across UX, UI, interaction, prototyping, and motion, translating
strategy into tangible, high performing user flows.Translated complex clinical pathways into clear, motivating, user-friendly experiences
through structured design and patient insights.Moved fast from low-fidelity explorations through to high-fidelity design, ensuring every
flow was validated, accessible, and clinically safe.
Impact
Achieved a 70% 3 month retention rate, outperforming digital health industry benchmarks.
Improved medication logging compliance by +22% through behavioural design and simplified injection tracking.
Porsche
Design Director (IC)
(Contract)Sept '24 – Mar '25
Role
As well as the sole designer I defined the vision and design direction for Porsche’s next-generation digital ecosystem (HMI, driver cluster, companion app).
Helped shape Porsche’s long-term digital roadmap for EVs by aligning product, engineering, and brand teams around a unified north star.
Led experience strategy, research and prototyping across in-car, app, and connected touchpoints.
Defined cross-device behaviours so the car, app, and home ecosystem feel continuous, not separate products.
Impact
Launched quickly and with impact, delivering the initial MVP in 6 weeks.
44% growth in active app users, driven by improved UX flows and seamless integration between in-car and mobile experiences.
VML
Design Director (IC)
(Contract)May '24 – Sept '24
Role
As a hands-on Design Director I led the full rebrand and digital transformation of Chubb, a premium insurance company across web and mobile.
Acted as the bridge between C-level stakeholders and delivery teams, ensuring design direction translated into measurable business outcomes.
Led qualitative and quantitative research to uncover clarity, trust and conversion issues.
Translated the new brand into a usable, scalable digital expression that worked across global markets and product lines.
Introduced modern UI principles, elevating Chubb’s digital aesthetic to match its premium brand positioning.
Facilitated workshops to align global markets on the new direction and ensure organisational buy-in.
Impact
28% increase in quote-to-bind conversion after simplifying complex insurance journeys.
Cut onboarding drop-off by 31% by restructuring eligibility and disclosure flows.
Accelerated delivery by 40% through reusable components and tighter design–engineering alignment.
Numan
Director of Product Design (IC)
Jun '22 – May '24
Role
A series A health-tech scale-up transforming men’s healthcare. I joined to lead and scale Product Design, unifying brand and product, building the team, and driving measurable impact across revenue, retention and experience.
Established the design function as a strategic partner, not a service team, embedding designers earlier in discovery, shaping quarterly planning, and influencing companywide decision making.
Redefined the end-to-end patient journey, mapping gaps across onboarding, diagnostics, prescription, adherence and retention, and turning these into actionable product opportunities.
Drove an approach to continuous improvement, using data and testing to enhance the user experience, which effectively contributes to improving key business and financial results.
Repositioned Numan from a transactional provider to a long term health partner.
Translated complex clinical requirements into simple, supportive digital journeys users could understand and act on.
Impact
Faster delivery + team efficiency, through scalable systems, clearer processes, and improved cross-functional alignment
+41% revenue growth in a key category
–12% refunds, improving treatment matching and clarity
+36% month-3 retention, a critical company metric
+22.5% AOV, through clear flows and improved user guidance
Apple
Design Director (IC)
(Contract)Nov '21 – May '22
Led design teams delivering seamless, user-centric experiences across Apple’s ecosystem, including iPhone 13 and Apple Watch launches. Drove global ecommerce design, elevated craft standards, and championed accessibility, inclusivity, and innovation.
PWC
Design Director (IC)
(Contract)Design Director (IC)
(Contract)Feb '20 – Nov '21
Led the design for the digital transformation for NFUMutal, a leading UK insurer, redesigning its platform into a self-service experience across web and mobile.
Koto
Design Director (IC)
(Contract)Oct '19 – Jan '20
AMV
Executive Creative Director
Jan '15 – Oct '19
Freelance
Creative/Design Director
Dec '13 – Jan '15
Worked with multiple agencies from Razorfish, Saatchi, AMV, Brand Union, Conran, The partners, Rare and Fishburn on a range of clients, from Bose, RFU, Premier League, Barclays, Adidas and Samsung.
What I bring
→
Hands on (IC), executive level designer with a proven ability to define vision, build teams, and deliver world class digital products and brands in fast moving, high growth environments
→
Ability to move from vision and strategy to hands-on design
→
Conduct user testing to validate and refine design decisions
→
I slot into teams easily, partnering with founders, PMs, engineering leads and stakeholders to move the product forward at pace
→
Experience simplifying complex, multi audience, multi market platforms
→
A strong eye for craft, motion, interaction, and brand expression
→
A focus on data and ideas-led thinking, explored through integrated product design and branding
→
Proven ability to deliver measurable product outcomes