I'm a UX and product designer based in Wales, with a background that spans central government services, early-stage startups, and everything in between. I design digital products and services that work for the people using them — and I'm increasingly building them too.
I didn't start in UX. My background is in computer-aided design and automotive — I spent time working in Alias and VRED designing vehicles and components, including concept work and real-world projects with companies like Mountune. That foundation gave me a way of thinking about form, function, and constraints that I've carried into every product role since.
From there I moved into a broader design remit that included branding, graphic design, and marketing — building visual identities, running campaigns, creating assets across print and digital. That period taught me how design decisions land with an audience, how brand consistency actually works in practice, and how to move between strategic thinking and hands-on execution. It's a different kind of design discipline to UX, and having done both means I can work across them without treating them as separate worlds.
Eventually that path led me into product and UX design, working across agencies, in-house, and on contract. I've designed complex government services at DLUHC following GDS standards, built products from scratch as the sole designer at early-stage startups, led design and development teams, and managed the full product lifecycle from brief through to launch. On longer engagements I've also moved into delivery management — owning timelines, managing stakeholder expectations, and keeping teams focused on the right outcomes.
Most of my recent work sits at the intersection of UX, service design, and product thinking. I'm comfortable working at pace in agile teams and equally comfortable slowing down to get the research right before a line gets drawn.
I'm also building software. I've always believed designers benefit from technical literacy — understanding constraints, having informed conversations with developers, knowing when something will and won't work. Now I'm taking that further, working on my own applications and getting closer to the full stack. It changes how I think about design decisions in ways that are hard to replicate any other way.
I care about accountability in design. Not process for its own sake, but having a clear answer to why a decision was made and what it does for the person on the other end. That shows up in how I work with stakeholders, how I document decisions, and how I think about what good design actually means in a given context.
I manage and mentor junior designers where the work calls for it, and I've taught design to teams with little or no prior experience. Getting people to the point where they can work with confidence is something I find genuinely satisfying.
I hold certificates from the Nielsen Norman Group (Designing AI Experiences) and the Interaction Design Foundation, including Don Norman's Design for a Better World course (IxDF, 2026). I'm a member of the IxDF community and actively pursue learning alongside the day job — there's always something worth understanding better.
My formal background is in design — I studied Automotive Design at the University of Wales Trinity Saint David, graduating with a first, before completing a Master's in Transportation Design with a distinction from the same institution. That's where the CAD and industrial design foundation came from.
I run TLNTD — an automotive photography and graphic design project that documents car culture. One shot at a time. It's where my love of cars, photography, and design intersect outside of a client brief — a way of staying creative on my own terms. The automotive thread that started with CAD and industrial design hasn't gone anywhere, it's just found a different outlet.
When I'm not at a screen, I train kickboxing — which turns out to be a reasonable counterbalance to a job that involves a lot of sitting down and thinking.
I also write occasionally about design, AI, and what it means to do this work well — you can find that on the blog.
