Designing
for users.
Accountable
to the business.
Over nine years across Start Ups, Flutter Entertainment and JD Group. Designing at platform scale, from global e-commerce navigation to authentication systems and component libraries. I connect user needs to commercial outcomes.
Introduced real-money cross-sell into a free-to-play product. 20% CTR. £1.5m additional revenue across a 14-day test.
Restructured global navigation taxonomy. CTR from 18% to 32%. Weekly revenue from navigation journeys up from £125k to £205k.
Led design through a complex infrastructure migration. Reset stakeholder expectations before they became expensive commitments. Live across two markets.
Identified and resolved a systemic language-resilience failure in the design system before European expansion. 17 components rebuilt across 12 markets.
How I work
Built to Repeat
A design framework built from scratch and used across every major project. Over three years, more than ten designers worked to it. It is not unique to JD Sports. It travels.
Open to
the right role.
Looking for Senior and Lead Product Design roles where design has genuine influence and the work connects to real outcomes. Permanent or contract.
Get in touch →- Senior or Lead · IC or player-coach
- Product-led culture with design at the table
- Complex, high-traffic digital products at scale
- Manchester hybrid, or remote with occasional office days
About
Senior designer.
Strategic lens.
I didn't start in design. Recruitment came first, then UX, then eight years of platform-scale products across two of the UK's biggest digital businesses. The non-traditional route turned out to be useful.
More about me →Published · 2026
Designing with AI:
Prompt Thinking
for Product Designers
A practical guide to integrating AI into a design workflow without losing the craft, written for working designers navigating the shift.
Read on Amazon →