Design leader / AI, product & innovation

About

I take ideas from zero to one: prototyping fast, testing with real users, stopping what doesn’t work and scaling what does.

At frog, I lead teams that design services, deliver agentic tools and reinvent organisations, saving millions and finding a new market worth billions.

Get in touch via LinkedIn

Experience

  1. Design leader, frog

    2023 → now

    Leading projects in the strategy team. Previously head of public sector design, growing the team from 3 to 17 and launching four new products for clients.

  2. Independent design lead

    2018 → 2023

    Leading products, programmes and strategies with in-house teams for public and private sector clients.

  3. Head of UX, Decoded

    2015 → 2018

    Leading the design of learning products for global clients including GE, TalkTalk, ING, Philips and Veon.

Selected work

  1. Building an agentic AI tool that cuts policy making from years to hours

    Product owner · frog

    Securing investment, proving the idea with prototypes and leading a team of data engineers to build a scalable proof of concept.

  2. Setting up a Policy Design Lab for DEFRA’s £2.25b farming programme

    Transformation strategy · DEFRA

    Designing and funding an award-nominated lab that tests policy ideas before government commits to them, so weak ones are stopped early.

  3. Launching a cyber security coaching chatbot into Product Hunt’s top 5

    Design lead · Decoded

    Designing the chatbot’s personality, brand and interactions, and co-designing the go-to-market strategy that sold it to multiple clients.

  4. Improving the data foundations of five organisations to open up a new market

    Data discovery · Public sector

    Leading a team of seven to unpick the legal and cultural barriers to data sharing, and prototyping tools for compliance and a single customer view.

  5. Creating a bootcamp to grow user-centred design capability

    Proposition & content · frog

    Writing the business case, operating model and 25 hours of content for a bootcamp that’s now part of a global training offer.

  6. Designing an AI-powered search engine for government

    AI knowledge capture · Cabinet Office

    Using machine learning to help the Cabinet Office make sense of the knowledge trapped in billions of documents across government.

  7. Co-designing a service to help people retrain into new careers

    Design lead · DfE

    Leading design on the National Retraining Scheme, a multichannel service bringing careers guidance, online learning and job search together.

  8. Helping eight organisations move off a legacy system

    Transformation strategy · Ministry of Justice

    Shaping the strategy, operating model and ways of working for eight organisations, with a roadmap to end their reliance on a legacy system.

  9. Building the foundations of digital transformation at DCMS

    Transformation strategy · DCMS

    Creating service lines and a user-centred roadmap for change, and helping the department make better use of its data.

  10. Creating a strategy and design system for rapid development of health care services

    Design system & product strategy · Florence

    Working with the CTO and product team to enable faster prototyping and more accessible digital services for health care professionals.

  1. AI trawls 20,000 miles of state papersThe Times
  2. Policy Design Lab with DEFRA, award-nominated case studyMCA
  3. Designing a retraining scheme that meets user needsDfE Digital blog
  4. Are you an easy hacking target? Cybersecurity tips for small businessThe Guardian
  5. Education Secretary sets out vision for character and resilienceGOV.UK
  6. Hacksy, a cyber security coaching chatbot, in Product Hunt’s top 5Product Hunt