Director of UX/UI | Design Systems | Creative Leadership | Game UX

 

About Me

I am an accomplished Director of UX/UI with over 20 years of experience in gaming, financial services, e-commerce, and digital products. I specialize in design systems, UX/UI strategy, accessibility, and team leadership, delivering intuitive, high-quality experiences.

As a hands-on design leader, I have built and led high-performing teams, presented design strategies to C-suite executives, and driven award-winning projects. My expertise spans AAA gaming, digital transformation, and enterprise design systems. Beyond the pixels, I’m a certified ICF leadership coach and mentor, passionate about fostering design talent and shaping the future of UX.

 

Experience

Crytek | April 2023 – Present

Director of UX/UI | www.crytek.com
Leading the UX/UI vision for Hunt: Showdown, delivering seamless, immersive gameplay for Console & PC players.

Key Achievements:

  • Built Crytek’s first Design System, ensuring scalability and consistency.
  • Led a complete UX overhaul, optimizing player experience across all platforms.
  • Developed a flexible UI framework, streamlining future updates.
  • Pioneered a full UI refresh, enhancing accessibility, speed, and engagement.
  • Mentored and built a high-performing UX team, fostering a culture of innovation.

  

  

John Lewis | Sept 2021 – April 2023

Head of Omnichannel UI & Prototyping | www.johnlewis.com
Led the Omnichannel UI strategy, ensuring a seamless digital experience.

Key Achievements:

  • Led the creation of John Lewis’ new Digital Brand (with Pentagram).
  • Built and championed the John Lewis Design System, unifying digital experiences.
  • Advocated accessibility, integrating it across product teams.
  • Redefined UCD processes, improving collaboration and efficiency.

  

  

Upside Savings | Nov 2020 – Jan 2022

VP of Design | www.upsidesaving.com

  • Established Upside’s digital brand, design system, and principles.
  • Led design culture, team development, and UX strategy.
  • Spearheaded social media and website design, driving engagement.

  

   

Coursera | April 2020 – April 2021

Consultant Creative Director / Design Systems (Contract) | www.coursera.org

  • Developed Coursera’s digital brand and Design System (CDS).
  • Unified UX/UI processes across a fast-growing organization.
  • Built and led a specialist design team focused on product alignment & accessibility.

 

Tradeling (Dubai, UAE) | Feb 2020 – April 2020

Head of Product Design | www.tradeling.com

  • Implemented UCD methodologies, UX/UI best practices, and design systems.
  • Led brand design and early product development.

  

   

Aviva | May 2016 – Feb 2020

Global Head of UX, Research & Design | www.aviva.com

  • Built and led a team of 100+ designers across UX/UI and research.
  • Created Aviva’s Global Digital Design Language and Design System, unifying international branding.
  • Increased revenues by £1.5M per month with a redesigned Quote & Payment UX.

   

   

Activision (FreestyleGames) | July 2013 – April 2016

Lead UI/UX Artist | www.freestylegames.com

  • Led UI for Guitar Hero Live and Call of Duty Online (China F2P).
  • Managed a team of 15, balancing aesthetics with usability.

  

  

Codemasters | April 2010 – July 2013

Lead UI/UX Artist | www.codemasters.com

  • Directed UI/UX for the F1 series, Grid 2, Dirt Showdown, and more.
  • Created Codemasters’ first unified UI/UX strategy.

  

  

Core Skills

Design Systems & Creative Direction – Establishing scalable, unified digital experiences.
User-Centered Design & Accessibility – Crafting intuitive, inclusive interfaces.
Leadership & Mentoring – Growing high-performing, innovative design teams.
UX Research & Strategy – Using data-driven insights to refine user experiences.
AAA Game UX & UI – Delivering immersive, player-first design.

  

  

Education & Certifications

  • ICF Certified Leadership Coach
  • Multiple UX, Design, and Accessibility Certifications

  

  

Software & Tools

Figma, Sketch, InVision, Zeplin, Abstract, Adobe Suite (Photoshop, Illustrator, After Effects), 3D Max, Unity, Unreal Engine, Microsoft Office

  

  

Interests & Personal

🏈 Former offensive tackle (Norwich Devils, Dubai Spartans, Birmingham Bulls)
🎸 Musician – Performed at the LG Arena alongside major artists
🎮 Passionate about gaming, design, and innovation