Contrator & Consultant

I am a seasoned user research, UX, and service design leader with over 20 years of experience in the UK, USA, MENA, and APAC. My expertise includes large-scale public sector programs like GOV.UK services and impactful private sector projects. I focus on design strategy and delivering accessible, user-centered design solutions, driving service transformation and value identification.

I have significant experience in integrating AI, machine learning, and Generative AI in projects. Utilizing data-driven insights and predictive analytics, I create adaptive products and services for various audiences, from citizens utilizing public services to customers in competitive markets. I effectively apply AI and GenAI tools throughout the design process.

Recognised for pioneering work in research and design operations, service design, and systems thinking, I have driven digital transformation across major corporations, government bodies, and startups. I blend strategic vision with a practical, hands-on approach to deliver measurable value for both businesses and users. I have developed playbooks, methods, and practices, and built high-performing design teams that operate with speed and impact.

See some of my project work in ‘Projects’

Lets chat!