Experience Design & Creative Direction

I design.

And I lead the design.

I DESIGN PRODUCTS AND SYSTEMS PEOPLE ACTUALLY USE, AND I BUILD AND LEAD THE TEAMS THAT MAKE THEM.

WHATEVER WE'RE MAKING, THE GOAL DOESN'T CHANGE: TAKE SOMETHING COMPLICATED AND MAKE IT MAKE SENSE - FOR THE PEOPLE USING IT, AND THE PEOPLE BUILDING IT.

I've spent more than 20 years designing and leading work in healthcare, financial services, retail, manufacturing, and government.
Some of it was large enterprise systems. Some of it was products people used directly. In every case, the job was the same: figure out what was actually going on, decide what to build, and get the right people moving on it together.

Selected work

01

Modernizing healthcare accreditation

Creating the future-state journeys, service model and embedded AI vision for a national healthcare accreditation organization - aligning business and technology around what to build next.

Experience strategy · Service design · Journey mapping · AI vision · Design leadership

VIEW CASE STUDY →

02

Designing the future retail experience

Turning emerging Microsoft and Sitecore capabilities into an experience audiences could see, understand and explore.

Experience vision · Creative direction · AI-enabled experience · Prototyping

VIEW CASE STUDY →

03

Bringing fragmented processes, systems and teams into one coherent lending experience.

Research · Journey mapping · Enterprise UX · Design leadership

Reducing complexity in commercial lending

VIEW CASE STUDY →

VIEW ALL WORK →

How I work

I START BY WORKING OUT WHAT WE KNOW, WHAT WE DON'T, AND WHO NEEDS TO BE IN THE ROOM.

I talk to people individually when I need their real perspective, then bring the group together once there's something worth deciding on.

I keep the full picture in view, what users need, what the business is trying to do, what the technology can actually support, and make the trade-offs between them visible instead of hidden.

Then I turn that into a direction the team can act on, and stay close enough to the work to help when it changes.

Range

MOST OF MY WORK IS EXPERIENCE DESIGN, ACROSS INDUSTRIES THAT DON'T LOOK ALIKE.

Healthcare accreditation, commercial lending, retail, medical manufacturing, different regulations, different users, different stakes.

What stays the same is the approach: understand the people underneath the process, find the structure in something that looks complicated, and get to a direction the team can build on.

Team culture

I WANT THE PROJECT TO FEEL LIKE PEOPLE BUILDING SOMETHING TOGETHER, NOT WAITING ON ME FOR ANSWERS.

I build and lead design teams, and bring product, business, technology, and subject-matter experts into the work early,not after the direction is set.

People should be able to disagree, push back, and bring their expertise without the room turning hostile.

My job is to keep the whole picture visible, connect the right people, and clear what's slowing the work down.