Head of User Experience & Product at Workforce AI

Led the design + product direction of a multi-module AI SaaS platform with complex data visualisation, role-based permissions, regulatory constraints, and heavy operational workflows. Owned the North Star UX vision for five connected SaaS products, shaping user journeys across onboarding, data modelling, compliance flows, multi-party approvals, and reporting. Designed clear, compliant, service-driven experiences across surfaces: dashboards, email triggers, multi-step processes, and operational back-office tools. Created and maintained the design system (components, IA, interactions, patterns, spacing system, typography rules) adopted across engineering. Brought clarity to ambiguous workflows using structured problem-solving: discovery interviews, assumption testing, root-cause analysis. Partnered with data scientists and engineering to translate ML outputs into simple, explainable UI that reduced friction and sped up decision-making. Acted as the first/only designer at key stages—hig

Founding UX Designer at Arq Insights AI

Built a zero-to-one AI + financial intelligence platform used by multi-location healthcare groups—complex, regulated, and deeply data-centric. Owned end-to-end product and service design across multiple modules: discovery, customer interviews, IA, prototyping, and polished UI. Designed multi-step financial workflows, operational processes, and role-based journeys across users, permissions, and automations. Built a complete design system from scratch: components, patterns, motion, states, clarity rules, and visual language used across all products. Created high-fidelity, production-ready UI and dev-ready specs, ensuring clean handover and reducing engineering rework. Produced AI-powered user flows (LLM insights, modelling, conversational UI) while ensuring clarity, trust, and compliance. Worked independently with extremely high agency: spoke directly with operators, CFOs, and clinicians, validating assumptions through interviews and iterative prototypes.

Head of UX, Research, Experimentation, Martech (VP) at RS Group plc

Led a 30+ team delivering UX for complex, regulated enterprise systems across procurement, finance workflows, and global eCommerce. Led a global UX, Research, Content, and Experimentation team (30+) across multiple markets, integrating design thinking and UCD into product strategy and digital transformation. Defined and executed the global UX vision across omnichannel experiences, driving personalisation, AI-powered recommendations, and measurable impact on conversion and retention. Designed UI for large-scale, data-heavy, rules-driven enterprise systems, aligning with strict compliance, accessibility, and security requirements. Implemented a global multi-brand design system, standardising UX across dozens of product teams. Embedded experimentation culture, growing testing velocity 4x and achieving Best In-House Experimentation Team 2023.

Head of UX at Avnet Farnell

Led UX across multiple product lines, established governance for design systems, and focused on scale, research integration, and optimization across regions.

Lead UX Designer and Researcher at Avnet Farnell

Drove user-centered design and research initiatives, mentored junior designers, and supported global product rollouts with measurement-driven improvements.

Sr. UX Designer and Researcher at Avnet Farnell

Led UX efforts across multiple projects, combining qualitative and quantitative research to shape product usability and performance.

Director of UX Design, Research, Conversion Rate Optimisation at Avnet/Farnell

Drove UX strategy for a global Fortune 500 B2B and B2C eCommerce platform with millions of users and a complex technical product catalogue. Built and scaled a global UX & Research team (25+), embedding research-led design and experimentation. Delivered measurable impact: checkout conversion improved from 82% to 96%; product match rate on Bill of Materials increased from 22% to 74%; established structured qualitative and quantitative research frameworks for global rollouts. Acted as the bridge between business, design, and engineering—ensuring usability, accessibility, and customer satisfaction at scale.

User Experience Designer at AXA Insurance

Delivered mobile and web UX for AXA’s core insurance products (Home, Car, Travel, Business). Conducted end-to-end user research, persona development, and usability testing. Led a small team delivering responsive design and mobile app prototypes for B2C insurance journeys.

Senior Information Architect at CACI International

Led UX Architect role designing information architecture and user experiences for complex systems.

Lead UX Architect at Flytxt London

Implemented UX architecture for telecoms solutions, shaping product usability and interaction patterns.

Usability Consultant at Halifax Bank of Scotland

Conducted usability evaluations and contributed to design improvements for banking applications.