Strategy | Design | Branding | Creative Leadership
END-TO-END USER-CENTRIC SOLUTIONS
I think. I strategise. I design. I deliver.
Despite or perhaps because of my seemingly squiggly career, I bring a vast toolkit to transform less UX mature organisations into user-focused businesses that deliver better customer engagement, retention and revenue. I typically join companies at critical inflection points—rebrands, acquisitions, or strategic pivots. My core value is bridging gaps: between departments that don’t communicate, between old-guard subject matter experts and modern design practices, between business goals and user needs, between exacting design craft and pragmatic delivery.
A project consisting of high level strategy, company ops, rebranding and hands on design: A centrepiece of a project involving overhauling the user experience to have more customer input and validation, while also pushing Racing Post to revolutionise how the entire business worked with digital product, design, research and content. The result would affect process, strategy and our customer knowledge in significant ways with positive effects on revenue and customer insights.
Case Studies
All The Evil Bakery: Brand + AI for IRL
(Coming soon) Branding + AI strategy & mapping + Hands-on design (mobile app, printed books, packaging). My side project. A business concept and app based on helping people have lovely IRL experiences by pairing sweet treats with cocktails – for at home or out in the wild.
Hands-on design + design & research direction: A new product aimed at a new audience for the Racing Post. Creating an easy-to-scan form and compelling data visualisation in digital and print, Racing Post launched one for their most successful products.
Design & research direction + hands-on design: Redesigning news and content modules for web and app to be more flexible, more engaging, and provide more organic integration and navigation between Racing Post’s news section and data focused content.
Leadership & Ops
A POC project to test how well multiple squads could coordinate on a sweeping initiative at speed while also utilising new user mindset research and quick fire insights to build features for a user set they had yet to monetise.
A case study centred around bringing in and building up a research function in one company and re-gearing how UX research worked at another to help make key users insights understandable, actionable and valuable to the business.
Raising a company’s design and user research maturity at a fast enough pace to take on a massive digital transformation piece, that would affect nearly the entire company, is no mean feat. Here were the challenges and my approach.
Sharing Thought Leadership on… Leadership
In this episode with the wonderful Adam Jennings, I reflect on my serpentine career path, share what it really takes to grow high-performing teams, and offer a masterclass in navigating change with empathy and clarity. We discuss design maturity, rebrands, AI’s impact on design, my proudest work, how I stress-bake my way through deadlines, and why I’ve always been more interested in how people think than what they make.
COMPANIES AND CLIENTS
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– Alex Woodhams, CPO of Spotlight Sports Group
Location
London, UK
Copyright
2025. All rights reserved.