UX strategist and
senior designer
Currently working on transforming the complex digital ecosystems of pensions admin into intuitive, inclusive experiences.
Based in London, UK.
About
I lead the strategic direction and execution of user experience initiatives, crafting tailored cross-channel solutions that align with client objectives and wider product development goals. My work spans a broad range of digital products, from websites and applications to SaaS-based member portals, dashboards, and tools, across both B2B and B2C landscapes.
I thrive on driving ideation and optimising complex processes, bringing multidisciplinary teams and stakeholders together to deliver outcomes that are both user-centred and accessible.
These are my areas of focus:
UX strategy
My approach to UX strategy blends big-picture thinking with practical delivery. I begin by mapping current processes and understanding all the moving (and fixed) parts of a system. Workshops and stakeholder interviews help define business goals, user needs, and technical constraints. The aim is always to create products that reduce friction for the user while supporting efficiency and adaptability behind the scenes. Collaboration is central to how I work. I partner with cross-functional teams to align on vision, governance, and risk mitigation, and to support the end-to-end delivery and implementation of thoughtful, scalable solutions.
Project management
For me, clarity is the foundation of good project management. I make sure goals, timelines and responsibilities are transparent from the start. I believe in sharing findings across teams, creating clear project plans, and discussing feasibility directly with the people doing the work, rather than imposing unrealistic deadlines. I like to discover what each person is best at and then let them own their area of expertise. I do not micromanage, but I stay across the detail so I can give targeted input when needed. This creates a culture of trust where people feel empowered to deliver their best work while knowing I am there to support and guide the bigger picture.
UX / UI design
For the projects I lead, UX/UI design always begins with discovery — understanding the problem and client needs to tailor the best approach. I have a wide range of frameworks and methodologies at my disposal, which means every outcome is unique and fit for purpose. Sometimes this involves deep research with interviews, process mapping, and detailed analysis. Other times, it is about quickly moving into prototyping and iterating in an agile way. Ultimately, my focus is on orchestrating how brand, interaction, and content come together, keeping things simple, meaningful, and designed for how real people consume and engage.
AI integration
AI offers huge potential, but I believe it must be integrated thoughtfully. I often see businesses treating it as a quick fix, plugging it in without understanding the complexity of the systems it touches. My role is to identify where AI can genuinely add value, especially in large or older systems where quick wins can save significant time and cost. This involves investigating compatibility, understanding workflows, and addressing potential regulatory or operational challenges before implementation. When done right, AI integration connects processes, reduces inefficiencies and enhances the experience for both the people using the systems and the teams running them. I work with senior stakeholders to support rollouts and create practical internal resources that help teams adopt AI with confidence. Improving efficiency is often the goal, but real integration means understanding existing workflows and systems and that often involves navigating legacy models and complex governance.
UX strategy
My approach to UX strategy blends big-picture thinking with practical delivery. I begin by mapping current processes and understanding all the moving (and fixed) parts of a system. Workshops and stakeholder interviews help define business goals, user needs, and technical constraints. The aim is always to create products that reduce friction for the user while supporting efficiency and adaptability behind the scenes. Collaboration is central to how I work. I partner with cross-functional teams to align on vision, governance, and risk mitigation, and to support the end-to-end delivery and implementation of thoughtful, scalable solutions.
Project management
For me, clarity is the foundation of good project management. I make sure goals, timelines and responsibilities are transparent from the start. I believe in sharing findings across teams, creating clear project plans, and discussing feasibility directly with the people doing the work, rather than imposing unrealistic deadlines. I like to discover what each person is best at and then let them own their area of expertise. I do not micromanage, but I stay across the detail so I can give targeted input when needed. This creates a culture of trust where people feel empowered to deliver their best work while knowing I am there to support and guide the bigger picture.
UX / UI design
For the projects I lead, UX/UI design always begins with discovery — understanding the problem and client needs to tailor the best approach. I have a wide range of frameworks and methodologies at my disposal, which means every outcome is unique and fit for purpose. Sometimes this involves deep research with interviews, process mapping, and detailed analysis. Other times, it is about quickly moving into prototyping and iterating in an agile way. Ultimately, my focus is on orchestrating how brand, interaction, and content come together, keeping things simple, meaningful, and designed for how real people consume and engage.
AI integration
AI offers huge potential, but I believe it must be integrated thoughtfully. I often see businesses treating it as a quick fix, plugging it in without understanding the complexity of the systems it touches. My role is to identify where AI can genuinely add value, especially in large or older systems where quick wins can save significant time and cost. This involves investigating compatibility, understanding workflows, and addressing potential regulatory or operational challenges before implementation. When done right, AI integration connects processes, reduces inefficiencies and enhances the experience for both the people using the systems and the teams running them. I work with senior stakeholders to support rollouts and create practical internal resources that help teams adopt AI with confidence. Improving efficiency is often the goal, but real integration means understanding existing workflows and systems and that often involves navigating legacy models and complex governance.
UX strategy
My approach to UX strategy blends big-picture thinking with practical delivery. I begin by mapping current processes and understanding all the moving (and fixed) parts of a system. Workshops and stakeholder interviews help define business goals, user needs, and technical constraints. The aim is always to create products that reduce friction for the user while supporting efficiency and adaptability behind the scenes. Collaboration is central to how I work. I partner with cross-functional teams to align on vision, governance, and risk mitigation, and to support the end-to-end delivery and implementation of thoughtful, scalable solutions.
Project management
For me, clarity is the foundation of good project management. I make sure goals, timelines and responsibilities are transparent from the start. I believe in sharing findings across teams, creating clear project plans, and discussing feasibility directly with the people doing the work, rather than imposing unrealistic deadlines. I like to discover what each person is best at and then let them own their area of expertise. I do not micromanage, but I stay across the detail so I can give targeted input when needed. This creates a culture of trust where people feel empowered to deliver their best work while knowing I am there to support and guide the bigger picture.
UX / UI design
For the projects I lead, UX/UI design always begins with discovery — understanding the problem and client needs to tailor the best approach. I have a wide range of frameworks and methodologies at my disposal, which means every outcome is unique and fit for purpose. Sometimes this involves deep research with interviews, process mapping, and detailed analysis. Other times, it is about quickly moving into prototyping and iterating in an agile way. Ultimately, my focus is on orchestrating how brand, interaction, and content come together, keeping things simple, meaningful, and designed for how real people consume and engage.
AI integration
AI offers huge potential, but I believe it must be integrated thoughtfully. I often see businesses treating it as a quick fix, plugging it in without understanding the complexity of the systems it touches. My role is to identify where AI can genuinely add value, especially in large or older systems where quick wins can save significant time and cost. This involves investigating compatibility, understanding workflows, and addressing potential regulatory or operational challenges before implementation. When done right, AI integration connects processes, reduces inefficiencies and enhances the experience for both the people using the systems and the teams running them. I work with senior stakeholders to support rollouts and create practical internal resources that help teams adopt AI with confidence. Improving efficiency is often the goal, but real integration means understanding existing workflows and systems and that often involves navigating legacy models and complex governance.
Awards
2025 Pension Scheme Communication Award
Unilever UK Pension Fund
2023 Best Pension Communications Initiative
M&S Pension Scheme
2023 Women in Pensions Awards
Shortlisted for "Newcomer in Pensions"