Design with scale in mind and trust at heart
My core strength is framing ambiguity - applying product thinking to understand how people work under real constraints and translating that into service design mapping, interaction frameworks, and UI patterns that scale across devices, regions, and regulatory environments.
I work end to end, grounding decisions in behavioural research, shadowing, and user data, and defining workflow templates and design system foundations that design teams rely on to handle complex UX problems.
Across commerce and content platforms, I’ve led scalable system design at Amazon, SumUp, Spotify, and BBFC - from seller navigation and B2B2C ecosystems to global moderation, appeals, and compliance workflows.
I focus on building foundations that scale.
Spotify, Product Designer, 2021 — 2023
Led interaction design for Spotify’s global appeals platform, meeting EU DSA requirements and scaling content moderation workflows.
100 Shapes, Product Designer, 2019 — 2021
Redesigned BBFC’s classification workflow, cutting review time by 30% and supporting ITV and BBC with scalable content management systems.
Much of my inspiration comes from people and environments - how we interact, what shapes our behaviours, and the invisible processes behind the tools we use every day.
When I’m not designing, I explore the world through urban sketching and creating fictional characters. Gallery visits, and observing life through a sketchbook help me notice the small things that often lead to big ideas.
As I continue to grow as a designer, I’m increasingly focused on designing digital safety systems that protect people at scale — from content moderation to platform decision-making. I want to keep shaping tools that help people feel safe, respected, and in control of their experience.
I'm also thinking more about the role of AI. As these systems take on more responsibility, I believe it's important that we don’t lose sight of human judgement and care. I want to be part of designing tools that make AI feel accountable, not invisible, and that uphold the integrity of platforms we use every day.