Background

Résumé

Over 20 years leading product design in complex, high-stakes environments — scaling multidisciplinary teams, maturing UCD practice from output to outcome, and building design systems that meet WCAG 2.2 AA standards.

Experience
Head of Product Design
2022 — Present
NICE – National Institute for Health and Care Excellence
  • Led the redesign of high-risk clinical journeys across NICE's CKS platform — simplifying complex information and reducing cognitive load in time-critical decision-making contexts — resulting in a 27% improvement in task efficiency across a platform serving 20m+ annual sessions.
  • Scaled an embedded UCD team of 1 to 7 which includes roles such as interaction and service design, user research, and digital performance over 3 years, establishing critique rituals, shared design standards and cross-functional ways of working that cut onboarding from 4 to 2 weeks and reduced design rework by 50%.
  • Partnered with senior stakeholders to shift from feature-led delivery to outcome-driven product strategy, improving prioritisation and reducing investment in low-impact work.
  • Founded and product-managed a unified design system across 30+ codebases and 34 products, reducing design and development effort by 13% and embedding WCAG 2.2 AA compliance at system level.
  • Established a design assurance model for third-party suppliers, enforcing consistent UX and accessibility standards across externally delivered work and eliminating late-stage rework cycles.
Senior UX Designer
2016 — 2022
NICE – National Institute for Health and Care Excellence
  • Secured organisational funding to bring the first user researchers into the directorate, improving the rigour of design decisions and enabling designers to focus on design rather than research execution.
  • Created usability and A/B testing feedback loops to validate design decisions, delivering an average 15% improvement in task completion across core user journeys.
  • Worked across design system and feature level to improve the usability and accessibility of NICE's core clinical platforms, laying the foundations for full WCAG 2.2 compliance.
Senior UX Web Designer
2012 — 2016
Yoma – Online Marketing Agency
  • Managed end-to-end design lifecycles for a diverse portfolio of B2B and B2C brands such as MARS, Zoggs and B&M Bargains.
  • Introduced user testing protocols to validate design decisions.
  • Created high-impact and revenue-generating marketing campaigns.
Web Designer
2008 — 2012
Rippleffect
  • Managed end-to-end design lifecycles for a diverse portfolio of B2B and B2C brands such as Merseyrail and Revolution Bars.
  • Created high-impact and revenue-generating marketing campaigns.
Education
BSc (Hons) Web and Multimedia — 2:1
Graduated 2008
University of Central Lancashire (UCLan)
Leadership & Strategy
Scaling multidisciplinary UCD teams Outcome-led product strategy Recruitment and team building Stakeholder management and design advocacy Reframing stakeholder requests into design briefs
Design Practice
End-to-end experience design Service design Design systems and shared standards Accessibility and WCAG 2.2 AA Usability testing and A/B experimentation
Ways of Working
Agile product methodology Cross-discipline collaboration Design critique and creative standards User research integration
Emerging Technology
AI-assisted prototyping and research Design token architecture
Tools & Technology
Figma Miro Jira Confluence Lyssna Hotjar Adobe Creative Suite Claude Gemini