I set UX strategy, shape business decisions through design, and build teams that deliver work people genuinely love to use. I'm a partner to product and executive stakeholders — not just a voice in the room, but someone who helps set the direction.
Lead Product Designer
Set the design strategy and owned the UX for a first-of-its-kind commerce experience embedded inside ChatGPT. Led the unlimited user track end-to-end and mentored designers across two parallel workstreams — shipping all three user types as an MVP in Q1 2026.
Lead Product Designer
Led the IA strategy and cross-functional alignment for a ground-up navigation redesign — bringing product, engineering, SEO, and brand teams to a shared decision and shipping an experience built around user mental models, not internal org structure.
Lead Product Designer
Directed the product design team through a full-site rebrand — setting the standards for how the new brand would be applied across product, overseeing component decisions in the design system, and using the opportunity to ship meaningful usability improvements alongside the visual refresh.
Lead Product Designer
Drove the strategic decision to unify subscriptions and packs into a single "downloads" model — reframing the purchase journey around the user's core question, and improving conversion through a commercially sensitive flow.
My process isn't a checklist. Every project is different — and after years of leading design across complex products, I know which activities will move a project forward and which would just slow it down. I bring the right tools to the right problems, not a one-size-fits-all framework.
Stakeholder interviews, competitive analysis, and user research — scoped to what the project actually needs to uncover, not a default set of deliverables.
Workshops, journey maps, and strategy frameworks — used when alignment is genuinely missing, not as a box to tick before moving on.
Concept generation shaped by the problem at hand — sometimes a broad divergent sprint, sometimes a focused design spike. I read the room.
Prototyping and validation at the fidelity the decision requires — no over-engineered artifacts when a rough sketch will do the job better.
Close collaboration with engineering through to launch, plus the measurement that tells us whether we actually solved the problem.
I believe the best design work happens when people feel safe enough to be honest, curious enough to ask hard questions, and trusted enough to make real decisions. My job as a leader is to create those conditions.
I lead with openness rather than authority. Admitting what I don't know, asking for help, and being honest about tradeoffs has consistently built more trust with teams and stakeholders than projecting certainty ever could.
Being empathetic in my decision-making isn't idealistic — it's practical. Understanding what each person in the room needs, fears, and is accountable for is how I get alignment without forcing it. It's how I earn the room's trust.
I advocate for users and for the business in equal measure. Good design that doesn't serve business goals doesn't ship. Business decisions that ignore users don't last. I hold both, and I help my team hold both too.
I guide designers to develop OKRs that connect their individual growth to team and business goals. I've built mentorship programmes from scratch — including one adopted company-wide at Shutterstock — because investing in people is the highest-leverage thing a design leader can do.
I set long-term UX vision while staying close enough to the work to give useful feedback. I use discovery, workshops, and research to set strategy — then stay engaged through delivery so the intent doesn't get lost in execution.
I care about how design sits within an organisation — not just what it produces. Building relationships with engineers, PMs, and executives so that design has a genuine seat at the table is work I take as seriously as any project deliverable.
Good design that doesn't serve business goals doesn't ship. Business decisions that ignore users don't last.
As a product design leader and strategic partner, I define UX direction, influence business decisions, and build the conditions where high-quality design can consistently happen. I bring a balanced perspective to every table — advocating for users and business goals in equal measure.
I'm at my best on the work that isn't always visible: setting long-term UX vision, facilitating alignment across competing stakeholders, and making sure design has a genuine seat at the table — not just a slot on the agenda.