What I do. What I love

I am a Customer Experience Director. I help agencies and clients set up design teams and processes of working, and ensure that customer experience principles are embedded into the DNA of the organisation. I mentor designers and researchers from discovery to delivery. I enjoy getting my hands dirty and I'm hands on in solving design problems with my team.

Currently available for consulting freelance work, product discovery workshops, mentoring and training in London and San Francisco. Visit the About Me page to learn about the services I offer.


Experience design

Design is my passion and my comfort zone. It has to start with an accurate problem definition, which I believe is where most businesses fail. Quite often design teams are wrongly directed to solve problems that don't exist in the mind of the consumer. This is what I focus on, solving the right problem for the customer.



Experience strategy and conceptualisation are integral to what I do. I think about the customer journey across touch-points. It’s not about snazzy interfaces and sleek transitions but about considering every detail in the journey. This is what affects perception of the product and the brand as a whole.


Design Leadership

Leading design teams is not a walk in the park. Designers need a special set of skills in a leader to help them grow and flourish. I strive to create flexible, supportive environments with as little hierarchy as possible. I have led diverse teams of designers who have influenced me and my approach to management.