Portfolio
Selected Work
63 projects spanning 25 years of digital delivery and transformation, UX innovation, and AI-powered experiences.
Infiniti Motors
Global digital transformation for Infiniti's web presence across 180 countries and 34 languages, ensuring luxury brand consistency and accessibility.
Infiniti Motors, a luxury vehicle division of Nissan Motor Co., Ltd., engaged in an end-to-end management project for their web and mobile products within the automotive industry. This initiative aimed to uphold Infiniti's luxury brand across 180 cou
Nissan
End-to-end digital transformation for Nissan's North American consumer and dealer platforms, driving a 40% increase in online inquiries.
Nissan Motors, a leader in the automotive industry, engaged in an end-to-end revamp of its North American digital platform to enhance user experiences across web and mobile for both B2C and B2B audiences. This project was guided by a research-led app
Carey International
Mobile app design for Carey International's Embarque chauffeur service, streamlining luxury ground transportation booking and real-time tracking.
The engagement with Carey International, a leader in chauffeured services, aimed to modernize its operations through an end-to-end digital transformation. Situated within the automotive industry, the project focused on creating a seamless user experi
Hyundai Automotive
B2C and B2B product design and development for Hyundai's North American digital presence, achieving 40% growth in online engagement.
Hyundai Motors, a leader in automotive innovation, engaged to overhaul its digital presence in the U.S. automotive market. The aim was to enhance customer engagement and streamline operations through a modern and responsive digital solution. Grounded
Kelly Blue Book
Complete information architecture redesign and UX overhaul for Kelley Blue Book's automotive valuation platform, serving millions of monthly users.
Kelley Blue Book (KBB), a trusted player in the used car valuation market, engaged in an end-to-end product design and development management project to expand its brand authority into the new car research segment within the automotive industry. The
Global Banking and Financial Services Company (cannot provide name due to confidentiality)
Customer-centric mortgage platform design for a global banking client, integrating application, research, and financial planning tools.
The engagement involved a comprehensive redesign for a global banking client in the financial services industry, specifically focusing on the UK mortgage market. The goal was to enhance the mortgage application experience using a research-led approac
Finnech
Fintech platform redesign for Finnech, automating and personalizing complex cash management processes for banking and insurance companies worldwide.
The engagement involved redesigning a financial technology platform for Finnech, a client in the Financial Services industry specializing in cash management automation. The project aimed to enhance financial transparency and operational efficiency us
Global UHNWI (Ultra High New Worth Individuals)
Wealth management SaaS platform for ultra-high-net-worth individuals, featuring real-time portfolio insights and an award-winning advisor calculator.
A global wealth management SaaS company in the financial services sector engaged us to enhance the investment experience for ultra-high-net-worth individuals (UHNWIs) and streamline advisor workflows. By leveraging the client's existing platform and
Live, Give, Save
Mobile fintech app integrating charitable giving and retirement savings into everyday transactions, built with Xamarin for cross-platform deployment.
Live, Give, Save, a mobile finance startup in the financial services industry, empowers users to enhance their financial well-being and social impact by integrating charitable giving and retirement savings into everyday transactions. Grounded in a re
Harvey's Furniture
Interactive in-store shopping experience for Harvey's Furniture, connecting at-home browsing with in-store and online purchasing via tablet app.
The engagement with Harvey's Furniture, a UK-based retail chain specializing in furniture and home accessories, aimed to transform their customer journey in the competitive retail industry. By employing a research-led approach, innovative digital too
BES Supplies
E-commerce redesign for BES Supplies: a 15,000-product catalogue restructured around how tradespeople and consumers actually buy, with trade filters, part-number ordering and account checkout.
BES Supplies sells plumbing, heating and gas equipment to tradespeople and to consumers doing the work themselves, from a catalogue of more than 15,000 products. Its site had grown with the catalogue and the information architecture had not kept up:
Poundland
Digital platform redesign for Poundland across consumer and wholesale: one catalogue, two front doors, a trade order pad, and a 35 percent rise in conversion.
Poundland is one of Britain's largest discount retailers, and by 2015 it sold to two audiences online: consumers buying a basket of a few items, and independent retailers buying wholesale by the case. Its digital platforms had one navigation for
Demon Tweeks
E-commerce redesign for Demon Tweeks motorsport retailer, streamlining the parts browsing and purchasing process for automotive enthusiasts.
Demon Tweeks, a UK-based retailer specializing in motorsport and automotive products, engaged a comprehensive redesign of their digital platforms, including web and mobile interfaces. Operating in the retail industry, the project was guided by a rese
TMHCC Specialty Insurance
Broker quote platform for TMHCC's specialty lines: one white-label system that gave more than seventy brokers a branded site with a quote-to-policy journey, a dashboard and a modular design system.
Tokio Marine HCC writes specialty lines, professional indemnity, liability, trade credit and surety, and sells most of it through brokers. In 2017 those brokers had no digital way to quote the small businesses they served: a quote was a phone call,
Global Insurance Company
Agent microsite system for a Fortune 500 supplemental insurer: a four-step self-service builder on Sitecore, approve-once content governance and aggregated analytics; 5,000 agents and 60,000 sites in the first year.
The client is a Fortune 500 company providing financial protection to more than fifty million people and the largest provider of supplemental insurance in the United States. Its agents sell through personal microsites, and in 2019 the way those
TMHCC
Trade credit portal for TMHCC: role-based dashboards for brokers, underwriters and policyholders, the credit limit journey from company search to confirmation, and the design system behind it.
Tokio Marine HCC's trade credit business insures companies against their customers not paying. Its portal served three people who never sit in the same room: the broker who places the cover, the underwriter who prices it, and the policyholder who
TMHCC
Italian surety bond platform for TMHCC, streamlining credit control, principal management, and operational efficiency for the European market.
TMHCC, a global leader in specialty insurance, engaged in modernizing their Italian Surety operations by developing two multi-channel portals aimed at enhancing credit control and principal management processes. This initiative rooted itself in a res
Adecco
Multi-brand recruitment and rewards platform for Adecco, including candidate and associate journey optimization across Office Angels and Adecco brands.
The engagement involved transforming Adecco's digital presence, a leader in recruitment, by consolidating around seventy brand and country websites into four brands on one platform. The project aimed to streamline user experience across various markets and enhance user engagement, gr
British Library
Full website redesign for the British Library, achieving 100% WCAG 2.0 AA compliance across 28,000+ pages with React and Sitecore headless architecture.
The British Library, a cornerstone of the UK's public services sector, engaged in a comprehensive digital redesign of its expansive website to enhance accessibility and usability. Utilizing a research-led approach, the project aimed to ensure seamles
UK Post Office
Self-service kiosk and digital experience redesign for the UK Post Office, improving usability through extensive user research and journey mapping.
The UK Post Office engaged in a redesign of its customer-facing point-of-sale (POS) system, a critical component of its public service offerings. Grounded in a research-led approach, the project spanned the public services industry, aiming to improve
Betfred
Five years running Betfred's digital product: research and personas from real data, a full redesign and Sitecore personalisation, 250 experiments a year, and 100 percent year-on-year growth for five consecutive years.
Betfred is the world's largest independent bookmaker. In 2010 its digital business was losing money in a market where competitors had a decade's head start, and the site was static, dated and the same for everyone. I joined as Director of
Leading gaming provider in online sports betting and igaming
Virtual reality casino concept for a leading gaming provider, creating immersive social gambling experiences in impossible architectural environments.
The engagement involved designing a proof of concept (POC) for a leading gaming provider in the iGaming industry, aimed at developing a fully immersive virtual casino. This innovative project sought to integrate live, real-money gaming and sports bet
Contiki Travel
Digital platform redesign for Contiki Travel, delivering persona-driven personalisation that increased engagement by 39% and conversions by 25%.
Contiki Travel, a company specializing in group travel experiences for young adults, partnered with us to enhance their digital platforms and engage their dynamic audience in the travel industry. The project leveraged a research-led approach involvin
BAH (British Airways Holidays)
Personalisation strategy and UX redesign for British Airways Holidays, optimizing the research, planning, and booking journey for holiday travellers.
British Airways Holidays (BAH), a division of British Airways in the travel industry, engaged in a comprehensive user experience (UX) overhaul to enhance their digital platform. Grounded in a research-led approach, the project aimed to adapt to shift
Travel Ireland
Community section redesign for Tourism Ireland, engaging diverse traveller personas through immersive storytelling and personalized content.
Travel Ireland partnered with Tourism Ireland to redesign the "Community" section of its digital platform, aiming to better engage diverse audiences and enhance trip planning experiences. Rooted in a research-led approach, the project focused on crea
TMHCC Travel Insurance
Travel insurance platform redesign for TMHCC, improving quote-to-purchase conversion and streamlining the policy management experience.
The engagement with TMHCC Travel Insurance involved a complete redesign of their digital platform, focused on the insurance industry. This global provider faced challenges with outdated systems, leading to decreased customer satisfaction and engageme
Sea Island Resorts
Luxury resort digital experience for Sea Island, elevating the brand while making exclusive amenities and booking accessible across all devices.
The engagement involved a comprehensive digital transformation for Sea Island Resorts, a prestigious hospitality brand based in Georgia. Designed to reflect the elegance and sophistication of the resort, the project aimed to revamp their online prese
Virgin Australia
Velocity loyalty program mobile app for Virgin Australia, enhancing the frequent flyer experience with personalized rewards and flight management.
Virgin Australia, a premier airline in the Asia-Pacific region, engaged in a digital transformation effort to simplify and enhance the travel journey for customers by developing a mobile application. This initiative aimed to integrate loyalty program
Avios, Digital Target Operating Model
Digital target operating model for IAG's loyalty business: six end-to-end product squads, a rapid prototyping fast track, a continuous delivery track and weekly releases with features live but hidden, presented to the Avios leadership team in February 2018.
Avios is the loyalty currency of International Airlines Group, earned and spent across British Airways, Iberia, Aer Lingus and a network of retail, hotel and travel partners. In late 2017 its digital leadership wanted to move from an application organisation to a product organisation, release more often than monthly, and work in an explicitly Spotify-style culture. I was asked to design the digital target operating model and present it at the Avios Innovation Day on 1 February 2018 to the Chief Digital Officer, the Senior Delivery Manager, the Head of Emergent Technology and the Head of Digital Integration.
Extended Stay America
Digital booking platform redesign for Extended Stay America, optimizing the extended-stay experience for business and leisure travellers.
Extended Stay America (ESA), a leader in the hospitality industry, aimed to modernize its digital offerings by transitioning to a mobile-first application. Designers embedded on-site for a week, living as guests to understand the extended-stay journey
Spirit Airlines
Mobile booking flow redesign for Spirit Airlines, streamlining the low-cost carrier experience and reducing friction in the purchase journey.
Spirit Airlines, a leading low-cost airline, engaged in a comprehensive overhaul of its mobile app to create a more intuitive, feature-rich platform for bookings, check-ins, and travel management. Grounded in a research-led approach, the project focu
Monster Hunter Tri
Immersive virtual world and community platform for Monster Hunter Tri (Capcom), featuring an encyclopedia, bestiary, and social village experience.
Leading a strategic digital engagement for Capcom's Monster Hunter Tri, the project revolved around introducing the franchise's complex cooperative gameplay to Wii users. Operating within the gaming industry, the approach was grounded in research-led
SEGA
Virtual world concept for SEGA City virtual entertainment world, designing immersive gaming, shopping, and residential environments.
SEGA, a renowned leader in the gaming industry, sought to enhance its brand presence and customer loyalty through a virtual world that integrates its varied gaming communities. Grounded in a research-led approach, the project focused on creating a un
Capcom
Promotional video and advertising campaign for Devil May Cry 4, building anticipation through cinematic trailers, brand assets, and marketing creative for Capcom's flagship franchise.
Capcom engaged the team to produce a promotional video and advertising campaign for the launch of Devil May Cry 4. The core deliverables were cinematic trailers, marketing assets, and brand creative designed to build anticipation and showcase the gam
Sony
Promotional video, advertising campaign, and in-game tutorial for LittleBigPlanet's PlayStation launch — showcasing the game's creative potential and driving 300,000+ registrations.
Sony Interactive Entertainment engaged the team to produce a promotional video and advertising campaign for the PlayStation launch of LittleBigPlanet, alongside the design of an in-game tutorial experience that onboarded new players into the user-gen
Platinum Games
Cinematic trailer and multi-channel marketing campaign for Bayonetta's global launch — promotional videos, social strategy, and community engagement that drove millions of views and critical acclaim.
PlatinumGames engaged the team to produce a cinematic trailer and multi-channel marketing campaign for the global launch of Bayonetta — a brand-new action game franchise. The core deliverables were high-impact promotional video production and advertis
Haven
A non-profit AI companion for LGBTQIA+ youth — providing 24/7 support, resources, and a safe space for young people facing homelessness, bullying, isolation, or abuse.
Haven is a non-profit AI companion designed and built for LGBTQIA+ youth. She provides a free, confidential, 24/7 safe space for young people who may be homeless, bullied, abused, lonely, or isolated — offering empathetic conversation, v
AI powered Bucky POC
Proof of concept — an AI-powered dining assistant integrating conversational ordering, personalized recommendations, and POS-connected checkout across mobile and table-side tablets.
Proof of concept for the Bucky Dining Experience, an AI/NLP-enabled system for restaurant hospitality. Designed a conversational AI assistant integrating mobile apps, table tablets, and POS systems to enable personalized ordering, menu re
AI powered Celeste Concierge POC
Proof of concept — an AI-powered personal shopping concierge for luxury fashion retail, providing high-net-worth clients with conversational styling, real-time inventory, and white-glove delivery.
Proof of concept for Celeste Concierge, an AI-powered virtual assistant for luxury fashion retail. Designed a conversational AI concierge providing high-net-worth customers with personalized styling advice, real-time inventory access, and
Ofcom
Proof of concept — an AI-powered complaint assistant for the UK communications regulator, enabling citizens to quickly lodge complaints and access regulatory information via a slide-out conversational panel.
Proof of concept for an AI-powered complaint assistant for Ofcom, the UK's communications regulator. Designed a slide-out conversational panel enabling citizens to quickly lodge complaints, check case status, and access regulatory inform
HMRC
Virtual world concept developed for an HMRC Innovation Day — a fully navigable virtual office with lobby, training rooms, and lounge, accessible via VR headsets, desktop, tablet, and mobile in both 3D and 2D modes.
Developed for an HMRC Innovation Day immediately before the Covid pandemic, this concept demonstrated how virtual world technology could transform public service delivery. A fully navigable virtual HMRC office — lobby, training rooms, lo
Airport Industry
AI and augmented reality concept for the connected airport traveller — AR smart glasses, real-time wayfinding, proactive notifications, and a fully mapped end-to-end passenger journey. Presented to four major European airports.
One of the most ambitious innovation concepts in the portfolio — a comprehensive vision for the Connected Customer airport experience, combining AI-powered personalisation with augmented reality smart glasses to transform every touchpoint of the pas
Innovation: Financial Services Industry
VR and AR lead generation concept for UHNWI wealth management — replacing $10K client acquisition costs with a $500 luxury-gifted headset that delivers immersive private meetings and portfolio visualization from the prospect's own home.
An innovation concept that reimagined UHNWI client acquisition for wealth management firms. The core insight: the average cost of acquiring an ultra-high-net-worth client is approximately $10,000. What if firms invested $500 in a luxury-gi
Caesar's Innovation: Entertainment
AR glasses concept for Caesars Entertainment — contextual overlays across gaming, dining, spa, and retail that personalise every guest touchpoint, drive ancillary revenue, and turn experiences into organic social advocacy.
Building on the AR glasses vision developed for the airport industry, this concept adapted the connected customer experience for Caesars Entertainment. AR smart glasses transform every touchpoint — gaming floor, dining, spa, retail — into
Adecco
VR recruitment concept developed for Adecco immediately before Covid — virtual interview rooms, reception lobbies, and meeting spaces that would allow safe, immersive hiring when the world shut down weeks later.
Adecco, a global leader in workforce solutions within the recruitment industry, sought innovative methods to modernize their recruitment process amid the COVID-19 pandemic. A research-led approach grounded in understanding candidate engagement challe
The Affinity Model
A visionary mobile application framework conceived in 1999 — a decade before smartphones — that predicted proximity-based networking, mobile commerce, location services, and the entire app ecosystem that would become trillion-dollar industries.
In October 1999, nine years before the iPhone App Store launched, this document laid out the Affinity Model — a unified mobile platform using wireless proximity detection to connect people, commerce, and experiences. Every major concept became a bill
Eurostar
VR solution for Eurostar bridging expectation and experience, letting customers explore train interiors, lounges, and destinations before booking.
Eurostar, a leader in the travel industry, sought innovative methods to enhance customer engagement in an increasingly competitive market. The engagement involved developing a virtual reality (VR) solution to provide potential travelers with an immer
DriveTech VR
VR driver training and insurance assessment concept for DriveTech — making driver training affordable for UK young people while giving insurers real driving data instead of crude demographic pricing.
A proof of concept for DriveTech addressing a real UK problem: learning to drive is prohibitively expensive. This two-sided VR platform lets young drivers practise at home on consumer headsets while sharing training data with insurers fo
SoloBusinessAI
Designer and engineer of a full-stack AI platform democratising artificial intelligence for any small business, 8 curated verticals pre-designed, 24 AI agents, bilingual, launching 2026.
SoloBusinessAI is a full-stack AI platform built from the ground up to democratise artificial intelligence for any small business. A 6-layer autonomous platform serving 8 curated verticals pre-designed, powered by 24 AI agent
Cura Mirai
A companion app for children with a quiet signal for the parent, built on a deterministic governance kernel that holds the safety decisions outside the model. In early access.
Cura Mirai is a companion app for children, with a quiet signal for their parent. A child talks to Mira on their own phone or tablet; a safety engine reads every message for genuine signs of harm, and when something matters the parent gets a short alert in plain words. No transcripts, no dashboards, no diagnoses. Underneath it is a deterministic, model-agnostic governance kernel that holds the safety decisions outside the model, so they survive the model being wrong, slow or unreachable.
FloraLoop
Product designer and engineer on a two-sided local marketplace that moves surplus and time-sensitive floral inventory, with seller onboarding, verification, trust signals, escrow-protected pickup, and Fern, an AI assistant that guides buyers and sellers.
FloraLoop is a two-sided marketplace connecting floral sellers who hold surplus or time-sensitive stock to local buyers who need fresh flowers quickly and affordably. Designed and built end to end, it covers the full journey for both sides: seller onboarding and verification, listing creation for perishable stock, buyer discovery by location and freshness, escrow-protected payment, and pickup confirmation that releases funds only once both parties are satisfied. An AI assistant, Fern, guides buyers and sellers through onboarding and the platform itself.
Sophia AI, Elder Care Companion
Conversational AI companion for a senior healthcare startup, helping aging adults live independently with medication reminders, health tracking, wellness guidance, and safe human escalation, designed privacy-first and HIPAA aware.
Sophia AI is a conversational AI companion designed for a senior healthcare startup, built to help aging adults live independently for longer. Owned product design end to end as Head of Innovation: discovery and research, personas and journey mapping, interaction and conversation design, accessibility, and the trust and escalation patterns that make an AI companion safe for a vulnerable population. Sophia delivers medication reminders, health tracking, and wellness guidance in a warm, human way, with a privacy-first model compliant with HIPAA and GDPR.
Hi'iaka Florist
Product designer and engineer on a San Francisco lei maker and floral studio, live at hiiakaflorist.com, where nothing is sold from a catalogue and the Design Studio lets a customer describe the occasion and the flowers and see a vision before anyone commits.
Hi'iaka Florist is a Hawaiian floral studio in San Francisco making lei and tropical arrangements to order. The site is live at hiiakaflorist.com, with a customer-facing storefront and an owner-facing console, designed and built end to end.
ShelterPoint Insurance AI Assistant
A working demonstration built for a large US carrier of DXP and AI used together: a home page and an assistant that answer from the individual policyholder's coverage, state rules and named agent, with a compliance layer that educates and never advises. Live at shelterpoint-demo.vercel.app.
ShelterPoint is a fictional New Jersey property and casualty carrier, created so a demonstration could be built against a full product set and real state regulation. It was built for a leading specialist insurance IT services and implementation firm to show a large US carrier what hyper-personalisation looks like when a digital experience platform and an AI assistant work from the same policyholder data.
Age UK
Innovation concepts for an advice line at capacity: a 24 hour conversational assistant, analytics driven volunteer matching, and virtual reality aimed at social isolation.
Age UK's Advice Line ran from eight in the morning until seven at night, 365 days a year, and took more than 250,000 calls a year. The need behind those calls does not stop at seven o'clock. I took that single operational fact as the starting point and mapped the organisation through three separate lenses rather than one.
Alzheimer's Society
Innovation concepts built on participation rather than care: virtual reality for reminiscence, a contribution route for people living with dementia, and a natural language assistant for carers.
The obvious position for a dementia charity is to treat the person with dementia as someone to be cared for and the carer as the one who uses the software. The persona work said otherwise, and that reframed every concept that followed.
The Children's Society
Innovation concepts with safeguarding as the first constraint: a private moderated network, virtual chat safety rooms, and the operational automation behind them.
Every idea here had to answer the safeguarding question before it answered anything else. The audience was disadvantaged children and refugees, and for that group the wrong adult finding out is a real risk rather than an inconvenience.
Adecco
The 2017 global CMS assessment that took a seventy-site Sitecore estate from four to five month lead times to a two-tier operating model on a monthly release cycle, and the consolidation to four brands on one platform that followed.
Adecco Group, the world's largest HR solutions company, had put roughly seventy country and brand websites onto a single Sitecore codebase. By early 2017 the platform was unstable, a request from a regional marketing team could take four to five months to reach a page, and an outage on one site took the other forty nine with it across more than thirty countries. Internal audits, a TCS audit and a Sitecore audit had already been run. The head of global architecture asked for a way to fix it, and I led the assessment.
LHH
Scoping the SEO-led redesign of LHH.com for Adecco's career transition brand: fourteen territory domains onto one Sitecore platform, with the search problems fixed in the architecture rather than patched afterwards.
Lee Hecht Harrison is Adecco's career transition and leadership development brand. In 2016 it ran a different domain in almost every one of its fourteen territories: lhhpenna.com in the United Kingdom, lhhknightsbridge.com in Canada, lhhitalia.com, lhh.ch, and so on, with languages layered on top. The brand wanted a redesigned global platform that localises by territory, and its stated driver was search. LHH.com had SEO problems it wanted solved, and it wanted the Native thought leadership platform, hosted elsewhere, brought onto the site for the same reason.
Adecco
The candidate side of the estate: a self-service client and candidate portal for the Netherlands, a jobseeker journey analysis with a recommendation at every stage, and a feature-by-feature audit of adeccousa.com against Randstad and Manpower.
A staffing company's website has two customers who never meet: the business that hires and the candidate who applies. Most of Adecco's platform work in 2016 and 2017 was about the first. This work was about the second.
Adecco
A 24 hour digital assistant for Adecco's content and marketing teams, a candidate and associate assistant, and the co-creation ideas put to the group for its 2020 roadmap: Skill Academy, candidate recovery, machine learning pricing and MY Adecco.
Two threads from the same relationship. The first was operational: the territories' content managers asked the rollout team the same Sitecore questions by hand, in office hours, and raised ServiceNow incidents manually when they were stuck. The second was strategic: the joint innovation workshops run with Adecco in 2018, where I brought the ideas.
NHS England, International GP Recruitment
Consulted on the candidate portal and tracker for a programme recruiting two thousand GPs into English practices: one secure record per candidate across five international agencies, four regions and the central team, in place of three spreadsheets emailed every week.
NHS England's International GP Recruitment programme, run through the North of England Commissioning Support unit, was recruiting two thousand qualified doctors from the European Economic Area and beyond into general practice across England by 2020. Every candidate's journey, from first interest abroad to a start in an English practice, was tracked in Microsoft Excel: a supplier template returned weekly by five international recruitment agencies, a regional template returned weekly by four English regions, and a central tracker into which the programme team re-keyed both to produce its weekly reports. In September 2018 the programme went to market for an online system to replace it, and I led the solution design and the proposal.
Kent and Medway Care Record
Consulted on the patient-facing layer of a shared care record: persona-based landing pages for patients, carers and clinicians, personalised messaging, and an integration model reading from GP Connect and the Spine, proposed in the programme's June 2018 market engagement.
The Kent and Medway Care Record is the shared care record for the health and care system in Kent and Medway, bringing GP, community, acute and social care information about a person into one place. In May and June 2018 the programme ran a market engagement, and I led the digital experience approach in our response: what a shared record should look like to the people it is about, and how it would be built and integrated. The approach document went through several master versions and was presented on 7 June 2018.