Design-led innovation with a data-driven approach, specialising in UX, UI, design systems and user research. Extensive experience shaping products across AI, FinTech, Industrial AI, Oil & Gas, Travel, Agency Tech, Recruitment and E-commerce. Proven impact in B2B/B2C/SaaS, driving strategy, high-value design and user research. Led design for BP’s AI platform, boosting user research participation by 2500%. Designed platforms that delivered multi-million-pound business impact.