Over the past 15 years I’ve worked across a range of high-scale digital platforms, from leading the design function for a globally dominant online poker platform to managing distributed design teams at Ryanair and directing product development at an esports betting startup and across a startup poker network.
These experiences have shaped my approach to product design leadership: combining strong design craft, systems thinking, mentorship and close collaboration with product and engineering teams to deliver complex digital products at scale, while remaining attentive to how emerging technologies - particularly AI-driven systems - are reshaping product capabilities and user expectations.
Product vision Roadmapping Cross‑functional leadership Commercial alignment
I define and evolve product experience strategy for complex digital platforms, aligning design direction with commercial objectives, user needs and technical constraints.
My work sits at the intersection of product, design, engineering and commerce, shaping roadmaps and ensuring experience quality scales as organisations grow.
Interaction design Rapid prototyping Figma workflows UX architecture
As well as leading product strategy and design teams, I remain closely involved in the craft of product design.
In addition to maintaining my hands-on design skills, I regularly contribute to UX architecture, interaction design and prototyping on complex initiatives, ensuring that strategic thinking translates into clear, well-executed product experiences.
AI‑assisted products Intelligent interfaces Data‑driven UX Automation
I maintain a strong interest in how emerging technologies - particularly AI-driven systems - are reshaping digital products and user expectations.
My focus is on translating new technical capabilities into meaningful, usable experiences that support real user needs and business outcomes.
Team building Mentorship Design culture Cross‑functional collaboration
I build and mentor multidisciplinary design teams while raising the quality bar across organisations.
My leadership focuses on clarity, collaboration and enabling designers to do their best work.
Design systems Component libraries Design‑engineering collaboration Platform consistency
I design and evolve design systems that enable teams to build consistent, high-quality products at scale. This includes establishing component frameworks, aligning design and engineering practices and ensuring product ecosystems remain coherent as features and teams expand.
Much of my work has focused on designing for complex digital platforms with multiple verticals, high user volumes, and significant operational constraints.
Problem framing Experimentation User insights Continuous optimisation
I work closely with product managers and engineers to explore problems, test solutions and iterate toward measurable outcomes.
My approach integrates user insight, behavioural data and experimentation to guide product decisions.
Behavioural analytics Conversion optimisation Lifecycle design Data‑driven decisions
I design products that respond to real user behaviour and business metrics.
By integrating analytics and behavioural insights into the design process, I help teams optimise onboarding, engagement and retention.
Multi‑vertical platforms Information architecture Operational UX High‑scale systems
Much of my work has focused on designing for complex digital platforms spanning multiple verticals and user journeys.
I specialise in translating sophisticated systems into clear, usable product experiences.
