Design leadership
Building and developing high-performing Product Design teams, creating clear roles and ways of working, and giving designers the environment to grow.
Building better products,
teams and ways of working
I lead Product Design teams through business ambition and customer need.
At The White Company, I’ve built and scaled the in-house Product Design function, helped to shape the digital customer experience strategy and brought design into product and commercial decision-making.
My experience spans premium retail and fashion ecommerce, including UX Lead at ASOS and UX/UI design at Kurt Geiger.
Product strategy
Connecting customer insight, business objectives and product strategy to create experiences that are useful, coherent and commercially effective.
Digital commerce
Designing across the full customer journey, from information architecture and discovery through to product detail, bag and checkout.
Customer experience
Using research, data and experimentation to understand what customers need and turn those insights into better products and experiences.
Selected work
Leadership, strategy and customer experience work across digital commerce and independent product development.
Building Product Design at The White Company
From the first permanent designer to building a strategic design function.
I built and scaled the Product Design team and established its role within Digital Customer Experience.
The work included team structure, hiring, design strategy, ways of working, prioritisation, stakeholder relationships and creating a clearer connection between design activity and customer and business outcomes.
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Creating a simpler digital customer experience
Making a premium ecommerce experience feel effortless.
The White Company has a deceptively complex digital experience: a broad product catalogue, multiple customer needs, rich editorial content and a premium brand that needs to feel considered without becoming complicated.
I led design across all areas including Browse, Buy, App and Optimisation.
Case study coming soon
Designing an iOS app that turns customers into more frequent shoppers
The White Company’s first iOS app, now driving 13% of direct sales.
I led the design of The White Company’s iOS app, creating a simpler native shopping experience from concept to launch. The app exceeded its business case, with an 8.5% incremental uplift in purchase frequency.
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From customer insight to product direction
Bringing the customer closer to product decisions.
I developed approaches to make customer insight more accessible and useful across the organisation, helping teams move beyond individual research projects towards a more continuous understanding of customer behaviour, needs and motivations.
Case study coming soon
Making marathon carb loading simpler with carbs.
A lightweight web app that turns pre-race fuel planning into a practical daily routine.
I designed and built carbs., a marathon carb-loading planner and food diary. It brings race details, personalised daily targets and food logging together in a simple mobile experience.
Food estimates, barcode lookup and visual portion guides help runners log meals, snacks and drinks, while a progress ring makes their daily target easy to follow. Plans and diary entries are saved on the device, without an account.
Read case studyHow I lead
Good design leadership is about creating the conditions for good decisions.
My role is to create clarity around the problem, build the capability to solve it, bring the right people into the room and give designers ownership and the support they need to make good decisions.
Build the team
Hire well, develop people and create the structure needed for designers to have meaningful influence.
Create clarity
Give teams a clear direction without prescribing every decision.
Connect disciplines
Bring Product, Design, Technology, Data and the wider business together around the customer problem.
Raise the bar
Create the principles, critique, coaching and expectations that help good work become consistently better.
Make design useful
Connect design activity to customer behaviour, product outcomes and commercial objectives.
About me
I’m a Product Design leader specialising in digital commerce and customer experience.
I’m currently leading Product Design at The White Company, where I work across digital customer experience, product strategy and the development of the design team.
Before The White Company, I was UX Lead at ASOS and worked in UX at Kurt Geiger. Across these roles, I’ve developed a deep understanding of how customer experience, brand and commercial performance connect in digital commerce.
I’m most interested in the decisions, teams, systems and relationships that determine whether great product design can happen consistently.
Outside work, I co-founded Enfield Chasers Running Club, where I’m a qualified running coach, trustee and committee member. It’s another way I put my interest in developing people and building a supportive community into practice.
