Two decades helping organisations understand the people they serve.

I am a product strategist, behavioural designer, and customer experience leader with more than 20 years of experience across fintech, banking, healthcare, telecommunications, and community-led products.

My work sits at the intersection of human behaviour, technology, and business strategy.

I have led customer experience and product design initiatives for organisations including TSB, Vanquis, Amplifon, Telenor, Cisco, Scandinavian Airlines, and Nintendo.

Today I help founders and organisations understand what people need, what they actually do, and how to design products and services that create meaningful engagement.