A career built on helping people make sense of complicated things.

13

years in digital product design

16

specialists lead across design and engineering

500

K+

people using products I’ve led design on

6

+

industries, from government to energy

2013 to 2018
Agency beginnings

I started in Auckland's agency world, across advertising, digital marketing, websites and mobile, for brands including Air New Zealand, Cadbury, Lion Nathan, and TVNZ. It taught me storytelling, how to hold an audience's attention, and how to turn brand strategy into something people can actually use.

2018 to 2020
Into product design

I moved deeper into UX and product design, leading end to end projects at Federation, Insight Creative and Catch Design. I worked with clients Mercury, Fonterra, 2degrees, ACG Schools and the Ministry of Social Development, running workshops, shaping digital strategy, and embedding in Agile teams to deliver customer experiences at scale.

2020 to 2024
Building a design practice

At Genesis Energy I led Product Design across the website and the App, mentoring and coaching a team of 5 designers and building the practice. Design went from an emerging function to a trusted discipline, moving from 1.0 to 4.6 out of 5 on internal maturity in three years.

2024 to 2026
Design and engineering

My role expanded to lead both disciplines, a multidisciplinary team of 16 specialists, through significant technology and operating model change. It gave me a much wider view of how customer needs, business priorities, product strategy and technology have to line up before anything good ships.

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MY APPROACH

How I work

  • The brief is rarely the problem. I spend the time upfront working out what's actually going on before anyone opens Figma.

  • I've run teams of 16 and I'm still in the work. I don't think you can direct design credibly from a distance.

  • I use AI every day: interrogating research, synthesising messy data, getting from a blank page to early concepts in hours rather than weeks. It doesn't replace judgement, it changes where I spend it.

  • The designer's role is changing quickly, and I'd rather move early than defend an old definition of the job. I'm deliberately broadening across strategy, product and AI, so I'm useful across the whole problem rather than one part of it.