I helped evolve Nova, Burberry's shared component library, alongside engineering — and applied the same discipline to Yoto's 4th Gen launch, where one card component quietly did the job across the range page, feature strips and reviews. The best design system work is invisible.
Weekly playback sessions with designers, PMs, BAs and analytics at Burberry. The same rhythm I brought to Yoto. Comfortable moving between ContentSquare heatmaps, ABTasty results and a user testing quote in the same conversation, and knowing which one to lead with.
At Yoto: four surfaces, five months, one immovable launch date. The work was as much about what not to ship in September as what to ship. MVP first on the PDP at Burberry, must-vs-should on every surface for the 4th Gen launch. Scope is the design.
Design doesn't ship alone. I co-author PRDs with product, hold weekly design reviews with engineering, and work closely with copy and brand — because the moments where design, copy and data have to agree are usually where the interesting problems live.
Every design decision is also a commercial one. At Yoto, every scope call was made through the lens of mobile CVR — one percentage point on 7.2M sessions is £6.3M. At Burberry, a 20% add-to-bag uplift on the PDP redesign. I design for outcomes, not just outputs.
Working across smaller and larger businesses meant I was involved in everything from copy to imagery to brand direction. That breadth is where my strategic thinking comes from. Product design in 2026 has quietly absorbed a lot of what used to sit with brand and content, and I've been doing that work for years.
Usually mid-series and behind on sleep. Give me a map at the front, a slow build, and a world that takes a few chapters to click, and I'm in. Best place to swap recommendations if you've got one.
Our two, and easily the most opinionated members of the household. One supervises every video call, the other has strong feelings about closed doors. Neither has ever missed a design review.
Long walks in places I don't know yet — new cities, coastlines, food I can't pronounce. Most of my best ideas turn up somewhere between the flight and the second coffee.
