Senior Product Designer across consultancy, startups, and enterprise. I design practical, user-centred products that balance user needs, business goals, and technical constraints — from 0-to-1 platforms (including a seed-funded multi-tenant sports product) to enterprise logic layers that absorb mid-flight commercial pivots. Grounded in systems thinking and DesignOps; specialising in design systems, structural governance, and human-steered agentic tooling that keeps design intent intact from brief to build.
Experience
Independent Product & Systems Designer
Freelance / Self-Directed · Jan 2024 – Present
Delivering focused product and UX design as an individual contributor, owning discovery through delivery.
Researching and designing for Calm Architecture — interfaces that respect cognitive load and support neuro-inclusive users.
Deepening visual craft, systems thinking, and actively learning AI engineering to bridge the gap between design intent and code execution.
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Senior Product Designer / Systems Designer (Solo Project)
Built Design Ops infrastructure that encodes design-system intent into machine-readable instructions so agents and collaborators stay aligned to tokens and structural rules.
Shipped a production portfolio on Next.js, TypeScript, and Vercel as living proof of the system — human-steered agentic delivery from brief to build.
Designed Triple-Anchor governance (Figma architecture view, PROJECT_ANCHOR.md, Git discipline) and a Hub-and-Spoke workflow to prevent context drift for both agents and a neurodivergent operator.
Built console panels for template grid management, live token calibration, and auto-compiled agent prompts.
Architected a modular Logic Layer (the "Soft Bento" system) for a 48-tenant, ~3,500-page enterprise migration, bypassing locked library constraints to turn stalled template work into a repeatable assembly line.
Consolidated 12+ scattered template explorations into four structural levels (L1–L4) and defined intent-based Template Anatomies (Orientation → Core Routing → Lead Strategy → Decision → Supporting) as the modular engine for L2 and L3 landings.
Absorbed chaotic priority pivots across various shifting journeys, successfully delivering high-fidelity comparison templates and handing engineering a documented, solution-agnostic assembly protocol for the year-long rollout.
Deployed an operational firewall via a chronological Decision Log in Google Sheets, maintaining delivery momentum and documenting architectural rationale amidst rigid corporate silos and contradictory stakeholder briefs.
Led end-to-end 0-to-1 product design from pitch deck to live multi-tenant platform, launching AC Milan within 120 days.
Built a seven-day high-fidelity North Star prototype that unlocked $1M+ in seed funding before engineering hired — trading deep discovery theatre for capital that unblocked the build.
Architected a manual child-library multi-tenant system (master Fanblock Library + club themes) so Tottenham Hotspur launched at ~65% of Milan’s build cost without Enterprise Figma multi-mode.
Established the company’s first Definition of Done and led a distributed design team of 10+ across three time zones; used guerrilla findings to push pricing from elite luxury toward accessible entry tiers.
Partnered with product and engineering on roadmaps; managed an Italian research agency for AC Milan usability testing before match-day launch.
Led end-to-end product design across fintech, education, automotive, and SaaS — owning problem framing through delivery for complex digital products.
Ran workshops and design sprints that turned ambiguous briefs into prioritised product directions; used findings to steer scope rather than expand research theatre.
Mentored junior designers and upskilled internal client teams so delivery continued after engagement end.
Delivered consulting engagements across automotive and fintech, including design-education work with Red & Yellow.
Senior UX Consultant & Co-Founder
Viga Interactive · Dec 2013 – Jan 2021
Co-founded and grew a UX consultancy spanning strategy through execution for multi-industry clients.
Led UX strategy and product design programmes that translated user findings into commercial product decisions.
Built and managed a small design and research team, setting quality bars and mentoring juniors.
Facilitated stakeholder alignment so user needs and business outcomes stayed coupled through delivery.
Delivered enterprise consultancy for clients including Disney, Discovery, and Investec — systemic design strategy tied to commercial outcomes (NDA-safe public naming confirmed).