20+ years shaping product growth
Senior Product Designer
I help organisations turn customer behaviour into measurable business outcomes through research, analytics, experimentation and product design. Over the past 20+ years I've worked across enterprise, government, finance, utilities and tourism, leading initiatives that improve customer experiences while delivering commercial value.
Research & Insights
A/B Testing
Product Strategy
AI-Augmented Delivery
Strategic & Foundational work that improves product decisions before a single screen is designed.
Rather than focusing solely on interfaces, much of my work centres on improving how organisations understand customers, prioritise opportunities, validate ideas and measure success. These initiatives establish the foundations that enable teams to design better products and deliver stronger business outcomes.
DESIGN OPERATIONS & AI
AI-Augmented Product Design Practice
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UX STRATEGY & RESEARCH
Customer-Led Product Design Framework
A repeatable approach that combines customer research, behavioural insights and business goals to guide product decisions with greater confidence.
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EXPERIMENTATION & ANALYTICS
Data-Led Experimentation & Optimisation
Using product analytics and behavoural experiments, and business objectives to deliver measurable improvements.
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DESIGN SYSTEMS
Design System Library for AI-Assisted Delivery
Building a scalable design system that aligns design, development, and AI-assisted workflows across multiple brands. This created a shared foundation that improved consistency, reduced rework, and accelerated product delivery.
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Product Design work that turns strategy into customer experiences.
While strategy defines what should change, product design is where ideas become experiences customers interact with every day. These projects demonstrate how research, analytics, experimentation and design come together to improve usability, conversion and business outcomes.
END-TO-END PRODUCT DESIGN
Booking Options Experience
Transforming complex booking choices into a clearer, customer-centred decision experience.
Validated product naming, payment messaging and booking flows through research, usability testing and experimentation before development.
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UX STRATEGY & RESEARCH
Reservation Management Platform
Transforming a complex reservation system into a faster, more intuitive experience for frontline teams.
Reworked information architecture, user flows and interface patterns to reduce friction, improve clarity and support higher booking completion rates.
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How I Turn Insight Into Better Product Decisions
Frame the Opportunity
Translate customer needs, business goals and behavioural insights into clear opportunities worth solving.
Prototype the Behaviour
Test ideas quickly to understand whether customers can discover, trust and complete key tasks.
Measure the Signal
Combine analytics and customer feedback to understand what changed, why it changed and what to do next.
Scale the Learning
Turn successful experiments into repeatable design principles, systems and product improvements.