20 years in, one belief hasn't changed.
I was part of the first generation of web and UX people. Two decades on, I’ve worked across nearly every part of an organisation that touches how people experience it — research, design, strategy, coaching, leadership. The thread running through all of it is the same: organisations work better, for everyone in them, when meaning and purpose sit at the centre of how they operate, not bolted on afterwards.
That belief is why I now focus on helping leadership teams change how their organisations actually work, not just how they look on paper.
For most of my working life I’ve been a freelancer. My main source of income comes from digital design and development, but since 2015 I’ve focused on design and research consultancy for agencies and in-house teams, plus one-to-one coaching for business founders and senior leaders. I’m a qualified executive coach — accredited by the ICF and EMCC — and you can find out more about that side of my work at theuxcoach.com.
I’m proud to have been part of Government Digital Service (GDS), where I held the position of Senior User Researcher, working as part of the National Team to help local authorities across the UK’s four nations build better public services. I led research and design for GOV.UK Notify, the main communications platform for UK public sector services, and helped deliver the Emergency Alerts Broadcasting system. I also led research and design for the Data Standards Authority, developing policy and products for the standardisation of data services in government.
In 2025 I took on the role of Service Designer for The Service Manual and Service Standard — the guidance service that helps civil servants across government build consistent, well-run public services.