Product Designer, creative problem solver, and content creator. 

I help teams design and build products that humans actually want, without wasting time and money on things they don’t.

Every year, businesses pour resources into digital products without knowing if anyone will use them. A beautiful interface doesn’t guarantee success. That’s why I focus on reducing risk, validating ideas early, and making sure teams build the right thing, not just a thing.

I share insights on design thinking, UX, and product strategy on YouTube, helping designers, founders, and product teams work smarter. I also write about these topics, sign up here to get my latest thoughts straight to your inbox.

My journey started in West London in the ‘80s, w here I spent my childhood drawing, playing video games on my NES and SNES, and making scrappy home videos with a camcorder. If it involved creating something, I was all in.

That love for creativity led me to study Digital Media Technology, where I explored graphic design, web development, film, and sound design. Over time, I realised great design isn’t just about how things look, it’s about how they work.

As I worked with more businesses, I saw the same problem: teams investing massive resources into apps and websites without knowing if they would succeed. So, I shifted my focus from aesthetics to strategy, helping teams test assumptions, validate ideas, and align design with business goals before investing heavily in development.

Now, my mission is simple: help teams reduce risk, validate ideas faster, and build products people actually want – because good design isn’t about pixels (or crayons); it’s about solving the right problems.