Building design functions and AI products people can trust.
I build design functions and high-trust products from 0 to 1, translating complex clinical and AI systems into safe, clear experiences for patients, clinicians and care teams.
The Role I Play
Strategy that reaches the interface.
Creative strategist and design-focused thinking partner, with a deep focus on structured and scalable digital platforms.
Healthcare products sit at the intersection of clinical risk, human behaviour, operational constraints and technology. Good design has to hold all four.
I work across product, brand and experience, moving between the system and the screen: understanding the real problem, aligning teams around a direction, and turning complex capabilities into experiences that people can use with confidence.
Led the UX strategy for Data & AI platforms at Expedia Group
Over 8 years of experience in blending design, strategy, and technology
Former CXO (Chief Experience Officer) in an AI SaaS scale-up
Certified Webflow Designer, Adobe Creative Educator (Level II), and IBM Enterprise Design Thinking Practitioner
Guest speaker at the University of Warwick
How I Design
Make the system legible.
Healthcare design is rarely solved by a single screen. I make the relationships between people, workflows, data and decisions visible before deciding what to build.
01 | Frame
Find the real problem
Observe the environment, constraints and people behind the brief.
02 | Align
Build a shared model
Turn research into a direction that clinical, product and engineering teams can use.
03 | Prototype
Make the invisible visible
Use flows, models and prototypes to test the hardest assumptions early.
04 | Embed
Iterate for the next version
Create patterns, systems and decisions that keep working after launch.
Systemic View
The screen is the last layer.
Good prouct design makes the underlying system easier to understand before it makes the interface easier to use.
This is how I move between strategy, research, product decisions and interface craft.
Purpose
Workflow
Decision
Interface?
Systemic View
Featured Cases
Leadership Context
Product thinking at scale.
My leadership style is connective. I bring enough product strategy to understand the commercial and operational context, enough design craft to protect the quality of the experience, and enough technical fluency to work productively with engineers.
I am particularly effective when a team needs to turn ambiguity into a shared direction, then build the systems, standards and culture that allow that direction to scale.
Expedia Group
Product Manager → UX Lead
Led the UX Centre of Excellence, designed 20+ employee-facing UIs, owned three flagship internal products and led a model-governance initiative across the ML Platform and Data Platform.
ChatDaddy
Chief Experience Officer
Built the design function from 0 to 1, establishing standards, research operations, team practices and design reviews that embedded design into product and engineering decisions.
Noran Design
Founder & Creative Director
Built a strategic UX and product design studio supporting 140+ organisations across 15 countries, working across product, brand, accessibility and digital systems.
What I Bring To Product Team
The connective tissue between intent and execution.
Healthcare design demands what I do best: building trust through clarity, navigating complexity without sacrificing usability, and designing for users who cannot afford a bad experience.
Systems, not screens
I look for the underlying model, workflow and decision structure before polishing the interface.
Accessible by default
I design accessible digital experiences, with experience working towards WCAG 2.1 AA compliance.
Emotionally precise
I design language, feedback and next steps for people who may be anxious, vulnerable or operating under pressure.
Useful to the whole team
I create language, artefacts and prototypes that help clinical, product, engineering and leadership teams make decisions together.
Commercially accountable
I connect design quality to adoption, efficiency, revenue, confidence and the outcomes a product exists to create.
Built to evolve
I establish patterns, rituals and systems that let a team move quickly without repeatedly solving the same problem.
Looking for a product design leader who can hold the whole picture?
Let’s talk about the product, the team and the decisions that need to become clearer.