Designing products people can trust.
I lead product design for complex, high-trust environments where clarity, accessibility and clinical reality matter more than surface polish.
The Role I Play
Strategy that reaches the interface.
Creative strategist and design-focused thinking partner, with a deep focus on structured and scalable digital platforms.
Healthcare products sit at the intersection of clinical risk, human behaviour, operational constraints and technology. Good design has to hold all four.
My work moves between the system and the screen: understanding the real problem, aligning teams around a direction, and turning complex capabilities into experiences that people can use with confidence.
Led the UX strategy for Data & AI platforms at Expedia Group
Over 8 years of experience in blending design, strategy, and technology
Former CXO (Chief Experience Officer) in an AI SaaS scale-up
Certified Webflow Designer, Adobe Creative Educator (Level II), and IBM Enterprise Design Thinking Practitioner
Guest speaker at the University of Warwick
How I Design
Make the system legible.
Healthcare design is rarely solved by a single screen. I make the relationships between people, workflows, data and decisions visible before deciding what to build.
01 | Frame
Find the real problem
Observe the environment, constraints and people behind the brief.
02 | Align
Build a shared model
Turn research into a direction that clinical, product and engineering teams can use.
03 | Prototype
Make the invisible visible
Use flows, models and prototypes to test the hardest assumptions early.
04 | Embed
Iterate for the next version
Create patterns, systems and decisions that keep working after launch.
Systemic View
The screen is the last layer.
Good prouct design makes the underlying system easier to understand before it makes the interface easier to use.
This is how I move between strategy, research, product decisions and interface craft.
Purpose
Workflow
Decision
Interface?
NHS Clinical Platform | Confidential
A clinical platform was not reflecting the reality of intensive care. I led research, workflow redesign and interface work around the time pressure and information needs of nurses, registrars and consultants.
With Noran
~1 hour (strategy call)
Without
15–20 hours of internal back-and-forth
0h
3h
6h
9h
12h
15h
18h
21h
Time spent on design decisions per month
UX Research . Workflow Design . Embedded Advisory
IdeationAI
Turning an AI hospital concept into a product people could understand.
IdeationAI explored AI-driven support for NHS hospitals. The design challenge was to make a complex clinical proposition feel credible, navigable and grounded in real operational needs.
Dr.Baba
Designing an AI healthcare assistant that clinicians could trust.
Dr Baba required a product experience that balanced the promise of AI with clinical credibility. I led the product UX and interface design for a clinician-endorsed health tool.
Leadership Context
Product thinking at scale.
My leadership style is connective. I bring enough product strategy to understand the commercial and operational context, enough design craft to protect the quality of the experience, and enough technical fluency to work productively with engineers.
I am particularly effective when a team needs to turn ambiguity into a shared direction, then build the systems that allow that direction to scale.
Expedia Group
Product Manager → UX Lead
Designed a unified experience across internal platforms used by ML engineers, ML scientists, data analysts and data scientists, so complex workflows felt coherent across tools.
ChatDaddy
Chief Experience Officer
Held CXO-level responsibility across experience, product direction and how the company translated technology into value.
Noran Design
Founder & Creative Director
Built a strategic UX and product design studio supporting 140+ organisations across 15 countries.
What I Bring To Product Team
The connective tissue between intent and execution.
Systems, not screens
I look for the underlying model, workflow and decision structure before polishing the interface.
Accessible by default
I design accessible digital experiences, with experience working towards WCAG 2.1 AA compliance.
Useful to the whole team
I create language, artefacts and prototypes that help clinical, product, engineering and leadership teams make decisions together.
Looking for a product design leader who can hold the whole picture?
Let’s talk about the product, the team and the decisions that need to become clearer.