Who Am I?
I’ve always liked both the creative and technical sides of making things. That probably explains how I found my way from front-end development into design, and eventually into leading complex product work.
I often think of myself as part designer, part product manager and part developer. Design is my craft, but I naturally move between understanding customer and business problems, shaping what should be built and working through how it can be delivered.
Over 15 years, I’ve worked in development, visual design, agencies, freelance and in-house product teams. For the past 8+ years, I’ve specialised in B2B SaaS, designing data-rich tools, enterprise systems, integrations and AI-assisted experiences.
Product design has become the perfect blend of my creative, technical and strategic interests. It lets me use everything I’ve learnt to solve meaningful problems, which still brings me a lot of satisfaction.
The development years
I started my career building websites as a front-end developer, learning how interfaces behaved and what was technically possible. That experience still shapes how I design, helping me understand constraints, communicate with engineers and think beyond the screen to the system underneath it.
I have to admit, though, the UX team looked like they were having more fun. While I was staring at code, they were covering tables with sketches and paper prototypes. And I guess that was when the UX seed was first planted.
Skills acquired:
HTML · CSS · JavaScript · WordPress · Git · Mobile responsive design · Technical problem-solving
The design and UX years
I moved into design through freelance projects for clients in the UK and Hong Kong, building my skills in web and graphic design while learning how to run a small business. I later joined a web design agency back in the UK, where I continued developing my visual craft and began introducing UX methods, including research, user flows and interactive HTML prototypes, into the design process.
I then joined a UX consultancy, working on complex digital experiences for some of the world’s largest brands. My projects ranged from end-to-end redesigns and improving internal platforms to defining more than 40 user journeys for the global rollout of a new ATM experience.
Over time, I became increasingly interested in the problems behind the interfaces: how people behaved, what businesses needed and how we could test whether an idea worked. That shift led me from designing individual pages and interactions towards shaping complete user experiences from discovery through delivery.
Skills acquired:
Web & graphic design · Interaction design · User research · Information architecture · Prototyping · Usability testing
The B2B SaaS and product leadership years
I moved fully into product design when I joined DeepCrawl (Now Lumar) as its sole designer during the company’s transition from startup to scale-up. I worked across research, product strategy and delivery, designing data-heavy reporting experiences and helping define new products from early discovery through launch. As the company grew, I recruited and managed one Senior and two Junior designers.
At SEDNA, I helped shape a new integrations platform, translating complex technical workflows into an experience customers could understand and configure.
Most recently, I was promoted from Senior to Lead Product Designer at Loopio. I remained hands-on while leading design across three product teams, working on enterprise systems, integrations and AI-assisted experiences. I partnered closely with customers, Product, Engineering and Data to frame problems, evaluate trade-offs and guide work from research through delivery.
After all these years, I’ve found that I’m happiest where design, technology and business meet. I enjoy making sense of complex problems, shaping the strategy and staying close enough to the work to bring the solution to life.
Skills acquired:
Product strategy · Enterprise UX · Data visualisation · AI product design · Accessibility · Systems thinking · Cross-functional leadership · Mentoring
Beyond work
Outside work, I meditate to find clarity, travel to find perspective and practise mindfulness to find focus. I'm an avid learner and strive to be the best version of myself every day and that includes being the best dad and husband I can be.
I study and practise Buddhism and built SuttaDay, a personal project where I explore AI and make early Buddhist teachings clear and practical for everyday life.
I spent most of my life in London, UK before moving to Toronto, Canada with my family in search of new adventures. I’m currently open to discussing Senior and Lead Product Designer opportunities.
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