Head of UX & Design Leader

I build UX teams, streamline complex product journeys, and turn high-drop-off flows into conversion engines. For the past five years I have led UX at VirtuosoQA, growing the function from zero into a core product discipline. Before that, I spent two decades as a lead consultant across FTSE 100 and Fortune 500 brands — parachuted into complex, multi-stakeholder programmes where the brief was fix the conversion, unify the experience, or build the team.

Previously: PlayStation · BMW · Zoopla · Burberry · Expedia · RBS · BT · Aviva

Download CV · View Case Studies · Get in Touch

My Approach

I specialise in three things:

  1. Building UX teams from scratch
    I do not just design interfaces — I design the conditions in which good design happens. At VirtuosoQA I hired the first UXers, established research cadences, and embedded design-system workflows into the SaaS development lifecycle. At Zoopla I managed a team of mid-weight to lead designers, ran 1:1s and appraisals, and successfully advocated for a mid-weight designer to be promoted to senior mid-cycle after two previous managers had failed.

  2. Untangling complex, multi-brand systems
    My best work happens when the problem is messy: multiple stakeholders, legacy tech, and conflicting user needs. I have unified corporate and B2B sites for global manufacturers, re-architected intranets for 10,000+ employees, and condensed two separate automotive booking journeys into one coherent flow.

  3. Conversion and optimisation
    I redesign high-abandonment experiences into focused, single-action journeys. For Ford, I took an online booking system with an 84% first-page drop-off and less than 1% completion, and rebuilt it as a streamlined, unified flow. For Boots, I led multiple optimisation workstreams aimed at reducing checkout friction.

Clients & Sectors

In-house: VirtuosoQA (B2B SaaS), Zoopla (PropTech), Aviva (Insurance / IoT), Burberry (Luxury retail), Expedia (Travel), Intu (Retail), CII (Financial services)

Agencies: NTT Data, VMLY&R, Addison Group, VML, Rufus Leonard, LBi, R/GA, Splendid Unlimited, Albion London

Sectors: B2B SaaS · Automotive · Financial Services · Energy · Luxury Retail · Travel · PropTech · Gaming