From Functional to Unforgettable
Product Designer transforming digital experiences that users can't resist returning to.
Every great product is a journey—one filled with challenges, discoveries, and, if done right, a little bit of magic. ✨
From navigating the choppy waters of startups to conquering the scaling beasts of growing businesses (and founding my own agency along the way), I’ve helped shape countless product stories.
I envision a world where digital websites and products aren't just functional tools, but magical experiences that users love and businesses thrive with. By blending strategic thinking, data-driven insights, and a sprinkle of creative magic, I help companies boost retention rates, enhance user engagement, and build sustainable growth.
🚀 Your Quest for better design starts here
I was just a stubborn teenager with a camera and a vision that didn't fit neatly into my fine art class. While my classmates painted, I created stop-motion animations and fell in love with Photoshop at sixteen. When my art teacher insisted I couldn't possibly get into graphic design without first attending a prestigious London art school, I smiled, nodded, and promptly went my own way—earning my graphic design degree three years later.
Armed with fresh skills and big dreams, I dove into the wild world of startups and scale-ups. I watched ambitious products rise and fall, learning the hard way what happens when companies build elaborate castles with no foundation in user needs. Some ventures crumbled, but each one taught me valuable lessons about creating digital experiences people actually want to use.
The relentless pace eventually wore me down. Seeking a change, I found my way to creative agencies where something unexpected happened—I discovered my superpower. It wasn't just designing screens; it was guiding teams through foggy challenges, uncovering hidden opportunities, and translating complex user research into stories that inspired action.
As my confidence grew, I took the biggest leap yet: founding my own agency with two trusted friends. 6bythree became our kingdom, a place where we could help purpose-driven organizations make real impact in education, employability, and wellbeing.
But the plot twisted again. After growing to six figures and working with clients like Imperial College London, I had a revelation: the most innovative work wasn't coming from our carefully crafted processes—it was happening when small, specialised teams connected directly with clients. The future wasn't in building bigger agencies but in creating magic with the right expertise at the right moment.
That's how my current quest was born. Now, as a freelance product designer, I guide SaaS companies through their own adventures—from understanding their users (The Wise Sage), to measuring what matters (The Trusted Compass), to creating experiences users love returning to (Conquer The Kingdom).
When I'm not helping clients transform their digital products from functional to unforgettable, you'll find me riding horses through the countryside or sharing coffee with my French bulldog Nacho, whose mischievous personality rivals any character in this story.
A snapshot into my life
My fresh perspective on design
Elevating Design from Commodity to Catalyst
For years, I have focused on value-based design to create offerings that help organisations: - Solve problems - Generate ideas and Translate ideas into measurable solutions. These solutions have driven tangible business results and improved collaboration among teams.
I’m a firm believer that without real actionable insights from your team, your users or the business, a product is destined to fail.
In an era where design is often reduced to a quick, inexpensive, and repeatable service, I bring a unique viewpoint on the true significance of design for businesses.
My goal is to help the design industry break free from the detrimental practice of undervaluing its potential and perceiving it as a implementation tool to execute ideas in isolation, with little actual measurable impact on businesses.
Instead, I advocate for recognising design as a visionary catalyst for change that collaborates with teams to uncover valuable user insights, communicate stories through data, and translate them into tangible business outcomes.
For SaaS teams, this translates to enhancing customer retention and loyalty—a metric that is increasingly crucial for establishing a sustainable business model.
Need some advice?
I'm an active mentor on ADPList regularly giving mentorship guidance to all levels of designers. I also expand my own knowledge by being mentored by some others on the platform.