As a multidisciplinary designer I’ve had to adapt and adopt many different strategic design approaches and solutions…

With my primary focus on UX/UI strategy and design, I see this as being one of my biggest strengths. With my design foundation in brand design, I understand the business goals of a design brief, while providing clear direction and advocacy for an optimised user/customer-centric experience.

Having been involved in the design industry for over 15 years, the last 7 have been focused on understanding and applying user-centric rationale and methodology to optimise digital design systems and solutions. In my current role as Lead Designer, my management and oversight are primarily on the strategic design process. However, I have been involved in all stages of the strategic, design and development processes that combine to create a successful outcome.

What I do

Design is seen as the visual but the strategy, methodology and rationale behind the design is what completes the project.


User Research

Market Research

Insight and Observation

System Analysis

Review and Report


Identify Needs

Affirm Business Goals

Define Insights

Create User Stories

Develop Journey Mapping




Conceptual Development




Finalise UI Design

Standardise Design System

Hand-over Framework & Guidelines

Provide Support Collateral