About Me
From Product Design to Behaviour Change
My career has never followed a traditional path.
Over the last 15 years I have worked across product design, UX, research, service design, behavioural change, coaching and digital transformation. On paper these experiences can look unrelated. In reality, they have all been driven by the same question…
How do we help people achieve better outcomes?
I began my career designing digital products and websites, helping organisations improve customer experiences and business performance. This naturally led me into user research, where I became increasingly interested in understanding not just what people do, but why they do it.
As my career progressed, I moved beyond interfaces and individual touchpoints into service design and customer experience strategy. Rather than focusing solely on screens, I became interested in the wider systems, processes and behaviours that shape people’s experiences.
During my time as Head of UX & Design at Umi Digital, I worked with hospitality brands to improve direct booking performance through a combination of customer research, experience design and continuous optimisation. This reinforced the importance of understanding human behaviour as part of any successful digital strategy.
Alongside my design career, I developed a growing interest in behavioural change, executive function and human performance. After receiving my own ADHD diagnosis as an adult, I trained as a certified ADHD coach and began working with individuals to help them understand their behaviour, overcome barriers and create systems that support meaningful change.
What surprised me was how much overlap existed between coaching and design.
Both disciplines seek to understand people’s goals, frustrations, motivations and barriers. Both rely on curiosity, empathy, observation and experimentation. Both involve helping people move from where they are today to where they want to be tomorrow.
This insight led me to develop the ADHD Canvas and UMPAR Framework, bringing together design thinking, behavioural change and coaching into practical tools that help people better understand themselves and take action.
More recently, my work has expanded into healthcare, behaviour change and large-scale customer insight programmes. Projects with organisations such as British Airways and Blood Cancer UK have allowed me to apply the same human-centred principles within complex systems, helping teams understand customer needs, identify opportunities and make better decisions.
Today, my work sits at the intersection of:
- Service Design
- Research & Insight
- Behaviour Change
- Human-Centred AI
Whether I am conducting discovery research, facilitating workshops, designing services, coaching individuals or exploring the role of AI in human experiences, I remain motivated by the same goal that has guided my career from the beginning:
Helping people understand problems more clearly, make better decisions and achieve meaningful outcomes.
Portfolio
Case Studies
Research, service design and behaviour change projects demonstrating how customer insight can be translated into better experiences, services and outcomes.
