Approaches

I’m an advocate of evidence-based decision making, human centred design, and lean approaches using ResearchOps, DesignOps along side DevOps to work at speed and scale as part of an agile delivery process.

Core Capabilities:

AI, GenAI & Machine Learning
I apply AI and GenAI to accelerate discovery, design, and delivery—augmenting design processes with intelligent automation, predictive analytics, and creative generation. I use machine learning to uncover behavioural insights from user data, optimise service flows, and support adaptive product features.

Design Thinking
Extensive experience in applying Human-Centred Design (HCD) and evidence-based frameworks to craft products and services that are desirable, feasible, and viable.

DesignOps
Proven track record in building and scaling design practices, embedding design systems, and creating metrics frameworks that demonstrate and amplify design’s value across the organisation.

Contextual & Ethnographic Research
Skilled in deep qualitative research methods, including field studies and ethnography, to understand user motivations, behaviours, values, and unmet needs—grounding design in real-world insight.

Usability Research
Experienced in planning and executing usability testing, synthesising attitudinal and behavioural data through both qualitative and quantitative methods to inform product decisions.

Service Design (SERD)
Proficient in applying service and systems thinking using the Stage Model to define customer experience (CX), platform capabilities, and change interventions within the value chain.

User Experience Design (UX)
Focused on designing seamless, accessible, and intuitive experiences that meet real user needs and business objectives.

User Interface Design (UI)
Expertise in creating cohesive digital interfaces, visual design systems, and brand identities that support clarity, usability, and engagement.

Product Design (PD)
End-to-end digital product design—from value proposition design and feature definition to setting performance criteria, success metrics, and continuous improvement loops.

Strategic Design & Innovation
Applied business design thinking, innovation frameworks, and Blue Ocean Strategy to identify new business models, services, and growth opportunities.

Agile & Lean Start-Up
Skilled in facilitating agile delivery through cross-functional teams and Lean Start-Up methodologies to validate assumptions, iterate quickly, and build scalable digital businesses.

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