Expert UX and Service Design Strategies for Digital Transformation

Welcome. I’m a highly accomplished UX and service design strategist, specialising in the creation of innovative digital products, connected services and transformation programmes across the product–service continuum.

My expertise spans user research, UX design, service design, design strategy, AI and GenAI, helping organisations design smarter, more effective solutions and deliver large-scale digital and organisational change. Review some of my project experience

With extensive experience applying AI, Generative AI, machine learning, predictive analytics, natural language processing, knowledge-based systems and agentic AI, I have been shaping intelligent digital products and services since building my first AI and knowledge-based systems in 1995.

I have a proven track record of helping global brands and organisations across the UK, USA, EU, UAE, China and Australia use artificial intelligence to create measurable business and user value. My work spans AI-enabled product strategy, intelligent service design, automation, conversational interfaces, decision-support tools, data-driven user experiences and scalable digital transformation.

I have led multidisciplinary teams, partnered with senior leadership and worked across research, design, product, engineering and delivery to create solutions that move from concept to measurable impact at speed and scale.

My approach is hands-on, outcome-focused, and blends strategic vision with practical execution. I leverage agile, Kanban, and lean start-up principles to ensure every initiative is strategically aligned and operationally effective. Through customer-centred design and lean methodologies, I deliver scalable, innovative solutions that secure competitive advantage and enable sustainable transformation.

I’m an experienced design thinking practitioner and coach, driving human-centred innovation and embedding creative problem-solving across teams. I guide organisations through research, ideation, and prototyping to uncover insights and deliver user-centred solutions. As a coach, I help build empathy, collaboration, and a culture of continuous innovation.

I collaborate directly with C-suite executives and senior stakeholders to develop and implement strategies that drive market success. My work spans diverse sectors—including finance, healthcare, public services, technology, energy, and consumer goods—delivering impactful solutions for a wide range of clients. Examples of my projects across these industries are showcased below. I have worked on diverse projects across different sectors with a wide range of clients. These are some of the companies, government departments and start-ups that I have worked. Some of my project work can be seen at the bottom of the screen, or go to Projects

Use the form to reach out and connect and then below that are examples of a broad range of projects that I’ve been part of. If you’re a senior leader with a project or challenge you’d like to discuss, please use this form to arrange an informal conversation—I’d be delighted to explore how we can collaborate.