Dec 2020 – Apr 2025 · 4 yrs 4 mos · London, England, United Kingdom · Hybrid

• Operating one step from the CEO, I built & directed a multi-award winning mature Design team consisting of 9 Heads of Design, 18 Design Managers & 220+ UCD experts across 3 brands, 6 locations, 7 tribes & 76 squads, serving 25M customers covering the EE, BT & Plusnet business units.
• Responsible for delivering exceptional user experiences across some of the largest brands in the UK, overseeing strategic design initiatives, the overall digital experience for this FTSE100 company and managing a substantial Opex & Capex budget.
• Achievements included:
• Oversaw a complete redesign and re-platforming of the new EE app (via Google Flutter for iOS & Android) achieving 3.2M MAU, a 93% login success rate (up from 79%), an App Store rating of 4.6 and a DCSAT score of 4.1 (up from 2.9).
• Launched the new EE flagship brand, working closely with agencies to rethink brand strategy & visual identity, achieving some key brand and behavioural metrics like 50% uplift in traffic to broadband pages, 4% increase in digital channel shift and 2.4% decrease in calls to the contact centre.
• Redesigned e-commerce and financing journeys, driving app sales mix to 36.3% (from 19.6%), 270% YoY iPhone order growth, & achieved 120% conversion uplift in checkout journeys, while launching a new digital Shop hub (from 0 to 1M MAU) that drove new market cross-sell opportunities.
• Boosted accessibility metrics from 25% to 81% & won 4 industry awards for innovation and research.
• Scaled the Loop design system across web&app, achieving 65% live code adoption and improving design/dev efficiency by 35%.
• Accountable for an annual £16M design team budget as part of a £300M digital transformation of a £10B annual digital revenue unit.
• Embedded generative AI tools & processes into content production, increasing efficiency by 50% & saving 1,000+ hours annually.
• Designed & launched EE’s first self-service AI agent chatbot “Aimee,” handling 60K customer conversations per week with 50% automation rate.

Sep 2018 – Dec 2020 · 2 yrs 3 mos · London, United Kingdom · Hybrid

• Joined as the first ever Director of Design at BT, I took on the responsibility of launching & growing a new design team across the company, consisting of the broad & mature disciplines of Product Design, Content Design, SEO, User Research, Service Design & Accessibility for the first time at this 175 year old company.
• Achievements included:
• Leading this newly created Design team, merging 3 brands & 3 teams, (BT, EE & Plusnet) rapidly
• scaling team size from 100 to 200 people to meet the demands of an ecosystem of 1.6B annual digital
• interactions and delivering the #1 telco app in Europe.
• Launching the new BT brand, resulting in customer complaints down 70%, BT NPS improving from -8 to +1, and EE NPS up from +3 to +20.
• Achieved £25M annual revenue boost from multiple BT broadband sales journey optimisations.
• Delivered 120% conversion uplift in Checkout overnight with a simplified, scalable MVP.
• Redesigned Payments journey in MyEE App resulting in an CVR increase from 55% to 78% in just 3 months.
• Implemented all new cloud-based collaborative tooling, while also defining company-wide Experience Principles, tribe-based Product Visions, a new Multi-Brand Design System, and a completely new Digital Design Language.

Dec 2017 – Dec 2020 · 3 yrs · London, United Kingdom

• The InVision Design Leadership Forum is an exclusive community for senior design leaders, fostering collaboration and knowledge-sharing among industry professionals. It brings together top design executives to discuss challenges, share best practices, and explore emerging trends shaping the future of design.
• As a mentor in the forum, I provided guidance to up-and-coming design leaders, sharing insights from my experience in scaling teams, driving digital transformation, and embedding user-centred practices. My role involved hosting discussions, offering personalised advice, and helping mentees navigate strategic challenges in leadership, team development, and cross-functional collaboration. This mentoring role reinforced my commitment to nurturing talent and advancing the design community.

Sep 2016 – Sep 2018 · 2 yrs · Staines-upon-Thames · On-site

• Responsibilities included leading global digital transformation initiatives to enhance user experience across multiple brands including British Gas B2C, British Gas B2B, Bord Gais Ireland, Centrica Internal Agents & Field Applications & Dyno, implementing user-centred design and agile practices across international teams.
• Achievements included:
• Introduced UCD, Agile and scaled evidence-based practices globally across this FTSE 100 company with £27B revenue & 35M customers
• Delivered a £60M, 3-year global digital transformation, leading Design across 30+ squads in multiple countries.
• Achieved a £9M annual revenue uplift by improving Moving Home journey CR from 32% to 55%.
• Reduced meter read call costs by £2M annually by streamlining user journeys to retain users in the digital channel.
• Delivered additional £1M in non-marketing revenue by increasing quote journey CR by 10%.
• Boosted online renewals profit by £0.5M annually with a 100% CR increase through simplified email design.
• Released a fully redesigned & re-platformed App MVP in 82 days with 2M downloads, supporting £20M in payments, 110K top-ups, 15K appointments booked, 20K tariff changes, and digital channel share up to 55%, reducing call volumes by 15% in year 1.

Feb 2015 – Sep 2016 · 1 yr 7 mos · Staines-upon-Thames, Surrey

• Responsible for creating & growing a User Centred Design culture & operating model for one of the world’s largest energy and services companies (FTSE 100 with an annual revenue of £27 Billion) and it’s 11 million customers.
• Achievements included:
• Led a UX team of 50+ designers across 15 product teams and 5 locations, supporting B2C, B2B, and internal enterprise colleague facing areas.
• Increased shop to buy conversion rate of Energy purchase journey from 40% to 73% providing £1.4M additional revenue annually.
• Built foundational design strategy, including a complete atomic design system, digital service manual, and usability lab informed by cognitive & behavioural science.
• Implemented lean and agile methodologies, introduced service design practices, fostering a scalable collaborative design culture.
• Secured Design representation on Digital Transformation board, Digital Operations board, and Programme Steering Board.

May 2014 – Feb 2015 · 9 mos · London, United Kingdom · On-site

• Senior UX Architect and then Head of UX at FullSix London, a user centred digital agency dedicated to generating real and meaningful value for people and the brands they connect with through the creative and intelligent use of digital technology, media and content across such brands as Waitrose, Budweiser, Sainsbury's, The Body Shop, Olay, Cadburys, DFS, Freeview, Shell and many more.

Nov 2013 – May 2014 · 6 mos · Egham, Surrey & London

• Acting Head of UX and Senior Information Architect & UX Designer at Fantastic Thinking, an award winning digital agency specialising in multi-channel web based services planning, designing, building and supporting customer focused solutions.
• Crafting engaging, exciting, and multi-channel digital experiences by understanding businesses, customers and surpassing ambitions for such clients as Rolls Royce, YHA, Three mobile, esure, Sainsburys, gsk, Nandos, Bupa, T-Mobile & MTV.
• Engine are the UK's largest Independent Communications Company and the 4th biggest Digital Agency in the UK.

Jan 2013 – Jun 2013 · 5 mos

Mar 2012 – Nov 2013 · 1 yr 8 mos

• Acting Head of UX and Senior Digital Designer at dnx, a multi-award-winning, fast-growing B2B Marketing Agency of the Year.
• Led and expanded the UX team at dnx, driving User-Centred Design (UCD) across an international portfolio of blue-chip B2B & B2C clients. Developed and implemented UX strategies across mobile, tablet, and desktop, ensuring UX processes underpinned every digital project.
• Worked with high-profile clients including Adobe, Mastercard, Vodafone, Virgin, Lastminute.com HolidayAutos, Miele, Travelport, SAP, Sita, Canon, Citrix, Autodesk, Cisco, Unilever, London Gatwick, Weight Watchers, Estee Lauder, The Body Shop, DKNY etc - delivering measurable KPI and ROI success.
• Passionate about interaction design, IA, prototyping, and user testing, combining creativity with data-driven decision-making. Experienced in Agile & Waterfall methodologies, effectively communicating UX strategy to stakeholders and aligning best-practice HCI with commercial goals to drive innovation and user engagement. Experience within Agile & Waterfall project life-cycles.

Mar 2012 – Jan 2013 · 10 mos

Dec 2010 – Mar 2012 · 1 yr 3 mos · Epsom, Surrey

• Lead Digital Designer within a fast paced Creative Agency, covering all Online and Offline Digital Design including Website Design, IA, UX, Rich Media, Print Collateral, Digital Branding & Marketing. Notable clients include Netapps Lotus F1, Stratford Halo Olympics Developments, Mitsui Global, Pernod Ricard USA, Energiser, Kantar Worldpanel, Land Rover UK, Jaguar UK etc..

Mar 2009 – Dec 2010 · 1 yr 9 mos · Wokingham, Berkshire

• IT Service Desk Analyst performing 1st, 2nd & 3rd line support for a National Leisure Company comprising of 56 different sites and around 6,000 end users across the UK. Also performing the role of Internal Graphic Designer & Web Designer, implementing HTML Intranet sites, Banners, Logos, CMYK Print collateral, Interactive Video user guides, Photo Retouching etc.

Sep 2000 – Mar 2001 · 6 mos · Belfast, United Kingdom

• As a paid Intern while completing my Computer Science degree I worked for Webforia, an Browser App software company based between Northern Ireland and Seattle, USA.

Jan 1999 – Mar 2009 · 10 yrs 2 mos · Belfast, Ibiza, London

• Performed live saxophone with top DJs like Pete Tong, Fatboy Slim & Roger Sanchez at world-class clubs across 40+ countries, including residencies with brands like Hed Kandi, Ministry of Sound, and Pacha. Also played live with iconic bands like Groove Armada, The Wailers, and U2.