Creative Lead at HEY! Dubit

Led the creative and UI/UX direction for Roblox and UEFN activations across mobile, PC and Xbox, partnering with major global brands to design engaging digital experiences. Architected a scalable, cross-platform UI component library used across multiple brand activations, establishing strict usability standards and accelerating developer handoff. Defined the shared game ecosystem and visual language to ensure consistency across a network of titles, setting onboarding benchmarks and audience personas for Gen Z/Alpha. Directed end-to-end product vision from concept through live operations, balancing brand requirements and technical constraints.

Senior UI & UX Designer at HEY! Dubit

Led the creative and UI/UX direction for Roblox/UEFN experiences, collaborating with global brands to create highly engaging experiences across mobile, PC and Xbox. Built modular design systems to unify interfaces across titles and platforms, speeding up development and maintaining usability standards. Guided UX research and onboarding optimization, leveraging behavioural analytics to improve acquisition funnels and live operations in partnership with cross-functional teams.

Creative Lead at Koffeecup

Directed the creative vision for a £10m flagship life-sim game for Meta Horizon Worlds, leading a 15-person multidisciplinary team across VR and mobile development. Defined core gameplay loops, branding and foundational UI/UX strategy; established a data-driven design process during soft launch and used behavioural analytics to optimise acquisition, onboarding and LiveOps. Orchestrated a shared economy across a network of six games, ensuring the flagship title served as the central hub and currency sink, while maintaining a cohesive visual language.

Lead Designer at Complete Control Ltd.

Led visual and UI/UX design from pitch to release for HTML5 and Unity apps across broadcast and entertainment networks. Implemented accessibility standards and inclusive UX practices to ensure broad public reach (e.g., BBC-related projects). Managed a design and development team, owned final visual quality, and partnered with clients to define scope, manage expectations and meet production deadlines. Notable outcomes include Make & Race with 70 million downloads, an 8-year lifespan for a Premier League educational game, a PJ Masks AR app (TIGA nominated) in 9 languages and 3.5% in-app purchase conversion.