What changed, and what it was worth
30% fewer complaints
Nearly 80% completing the journey digitally
Over £500,000 saved for reinvestment
The business wanted to send more communications. I did not think that was the diagnosis. People are not indifferent to their own money, so this was a visibility problem, not an intent problem. We moved maturity to where customers already were, and sent nothing extra at all.
The Design Council used this work as a case study in its Design Economy 2026 report to government, launched at Parliament.
About me.
What drives me is leaving things better than I found them. I want things fixed, not described, and I do not let go until they are. That means understanding how the whole thing fits together, where it breaks, who is accountable for it, and where the investment needs to go.
Design is not ornamental. It is how the thing works inside the system.
I hold clear views on how an experience should work, and I change them when the evidence says so. I am at my best when things are unstable, and I will be as straight about what has not worked as what has.
Twenty-five years across banking, healthcare, retail and travel. And the work I am proudest of usually turns out to be somebody else's career.
How I work
I care how it feels, and I measure what it changes.
I have built for both sides of a journey.
Experience is where a brand's promise is either kept or broken, and I want people to feel properly looked after when it is kept. I also want to be able to show it. Satisfaction tells you how somebody felt about the last thing that happened. Evidence tells you whether what you promised actually happened, and what it was worth. I work to both, because one without the other is half a job.
Direct to customer at national scale. Mobile banking, savings, current accounts, the app millions of people open every day. And intermediated, where a professional sits in between and decides whether anything you make ever gets used. Mortgage brokers choosing where to place business, developers deciding whether to build on a banking platform, clinicians in a national triage service.
The two fail for different reasons and have to be designed for separately, but underneath they are one relationship and one set of data. Most people have done one of them. The interesting problems sit where they meet.
Brands I've worked with.
From banking and healthcare to retail and travel, I’ve worked on experiences that help people manage money, access care and use everyday services. That breadth helps me bring a fresh perspective to familiar business problems.
