About me
I am a Lead Service Designer and systems thinker with over 15 years of experience working at the intersection of policy, complexity, and human impact. Senior leadership teams bring me in when the problem is not yet clear and the decisions being made will be hard to unpick later.
My work is grounded in the belief that most service problems are not design problems. They are places where good intentions and years of habit have quietly made things harder for the very people they were meant to help.
I help organisations untangle what has accumulated over time and reshape it into something that works for the people who depend on it. That means repositioning design from a delivery phase into a way of thinking that shapes decisions from the start.
Alongside this, I lead a team of designers and try to create the conditions for them to grow into the kind of designers they want to become, not just the work that is in front of them. I advise organisations on what strong user-centred design looks like in delivery, not just in theory.
I am currently expanding into GDS service assessment and service design coaching.
The impact
I care about what happens to people on both sides of a service. Citizens who can access what they are entitled to without needing to ask for help. Frontline staff who can focus on the people in front of them rather than the process behind them.
When design is brought in early enough to change the thinking, that is what becomes possible. People get what they need without having to fight for it, and staff do the work they came to do. The benefit to organisations is that they stop carrying the weight of problems they have built for themselves.
Who I work with
This has led me to work across government, financial services, and the agencies that serve them, anywhere that policy, process, and people are pulling in different directions.
I work alongside senior leaders and the teams around them: policy makers, product and design teams, and the people on the frontline who carry the weight of decisions made further up the chain. And beyond the organisations themselves, the citizens and customers who depend on what gets built.
I thrive in complex environments where the problem has not yet been named clearly, and where getting it right genuinely matters for the people at the end of it.
Life beyond design
I'm a runner and triathlete who discovered both sports embarrassingly late in life. And I'm powered by good coffee rituals and the patience of my family and friends.
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