I have 20+ years experience as design leader, researcher, angel investor, facilitator, speaker and academic.

As a seasoned and award winning Service and UX designer I advocate using Service Design Thinking and Human Centred Design approaches to develop new products, services and business operating models.

I design services, create user experience, design products and develop digital transformation strategies for both start-ups and corporations by applying data informed insights to deliver disruptive innovation.

With a rich range of project experience I have worked in diverse sectors with top tier global corporations and start-ups in the USA, Europe, China and Australia.


My project and client experience includes: AMP, Chic-Fil-A, GM, IBM, Nissan, The Saudi Ministry of Health, Standard Chartered Bank, VTech Holdings, Fairfax Media and many more.

As a design director and lead I work cross-functional teams using Agile and Sprint methodologies to deliver seamless omni-channel experiences that create experience, service and brand equity.

I have extensive experience of people management and multiple team leadership, often across different locations. I am a long-term practitioner and advocate of human centred design using user research methodologies and techniques that are infused with business and data analytics to inform a transformation and design strategy. With extensive experience of working with business stakeholders, I direct and allocate resources according to the project priorities and impact on business.

Recent project work is often covered by client confidentiality agreements but I am happy to discuss approaches and methodologies used in such projects. Please take a look at the News + Blog section.


I have a proven track record working with start-ups to develop new products and services often  boot-strapping as they scale. As an angel investor and design strategy lead I enjoy the challenges of working in lean agile environment. In the recent past I have invested in start-ups in the UK and USA. Please take a look at Plum and eziconex.com for examples of project experience.


As an academic I have developed the first BFA/MFA in Service Design in the USA and I’ve created ground breaking undergraduate and postgraduate curricula in HCD, Product Design, Experience Design, Innovation & Design Management in the UK, USA and SE Asia. Please take a look my academic and teaching experience for more details.