At a glance
- 6+ years designing inclusive, human-centred services
- Accessibility by default, WCAG 2.2 aware
- Skilled in GOV.UK & NHS service standards
- Experience across healthcare, education & commercial
A bit about me
I design inclusive, human-centred services that turn ideas into outcomes. My approach is public-sector friendly, accessibility-by-default, and focused on making complex services simple and usable.
With over six years’ experience shaping products and services across healthcare, education, and membership organisations, I work end-to-end — from discovery to delivery — and bring teams along through clear communication and pragmatic decision-making.
I currently work in health tech, partnering with organisations like NHS England, the Department of Health and Social Care, and the Department for Education. My background also includes time as a Design Manager at William Hill and as the founder of a small bespoke design agency, giving me a perspective that spans both large-scale service delivery and entrepreneurial agility.
Whatever the context, my goal is the same: to design services that are easy to use, inclusive from the start, and able to deliver real-world impact.
Profile highlights
Disciplines and sectors
Disciplines
- Service design
- UX design
- User research
- Interaction design
- Content design
- Prototyping & testing
- Design systems
- Information architecture
Sectors
- NHS / Health
- Public sector
- Education
- Non-profit
- SME
- Membership organisations
- Commercial
- Start-ups
Work Experience
Senior UX / Service Designer
AireLogic (Consultancy)
2024 – Present
- Designed remote monitoring and vaccination services for NHS clients.
- Produced service blueprints, prototypes, and usability testing plans.
- Collaborated with clinicians, policy leads, and technical teams.
Design Manager
William Hill
2023 – 2024
- Introduced accessibility audits and embedded WCAG practices.
- Led design system overhaul, reducing duplicate UI by 60%.
- Managed a cross-disciplinary design team delivering at scale.
Co-founder / Designer
Kraken Design Agency
2019 – 2021
- Delivered 50+ branding and digital projects for SMEs and non-profits.
- Established modular design system approach cutting delivery time by 40%.
- Led client workshops, strategy sessions, and iterative design sprints.
Digital Designer
Palcic Taekwondo
2017 – 2019
- Created scalable visual identity applied across certificates, uniforms, and large-format event signage.
- Designed a custom CRM system to manage students, payments, and grading.
- Improved parent engagement through accessible, mobile-first design.
Professional Development
Google UX Design Professional Certificate
Google / Coursera
A structured, end-to-end UX curriculum covering research, prototyping and testing. Helped formalise my existing practice with hands-on projects and industry-recognised certification.
IBM Enterprise Design Thinking Co-Creator Badge
IBM SkillsBuild
Focused on collaboration and alignment in multi-disciplinary teams. Strengthened my ability to co-create with stakeholders and apply design thinking at scale.
HTML & CSS Fundamentals
Codecademy
Gave me practical coding foundations to prototype, test ideas quickly, and collaborate more effectively with developers.
Systems Thinking
Open University (OpenLearn)
Introduced me to systems thinking principles and their application to service design. Expanded my perspective on how individual service touchpoints fit into wider social and organisational systems.
Values
Values
- Evidence-led
- Continuous professional development
- Plain English
- Accessibility first
- Inclusive by default
- Collaborative
- Pragmatic
- Iterative
- Ethical
Tools
- Figma
- Adobe suite
- Webflow
- Mural
- Jira & confluence
- Miro
- UserZoom
- Qualtrics surveys
- HTML & CSS
- Notion
- Google Suite