hello

I've been working in tech for around 25 years, the last 15 of which have been focused on UX. I started out as a developer — games, web, set-top boxes, betting platforms — and that technical background still shapes how I approach design. I'm comfortable talking to developers at a level of detail a lot designers aren't.

I spent six years as Head of UX & UI at Playtech Sports, where I built and led a team of eight designers across the UK, Sweden, and Austria. A lot of that time was spent trying to replace opinion-based, competitor-led decisions with something more grounded — integrating research and testing into a product culture that hadn't really had it before.

The work I find most interesting sits at the intersection of systems and strategy: figuring out how products should work before deciding how they should look, and building the infrastructure (design systems, processes, team structure) that lets good work scale. I've navigated the early stages of parenthood (with some help from my wife :p), travelled the world, co-founded a small agency startup, and led design in large B2B organisations — I've learned something useful in each context.