Design Executive | Director of UX/UI at Crytek | Building High-Performing Design Organisations | Product & UX Strategy | Design Systems | Design Transformation | Leadership

 

About Me

I build design organisations, transform complex products and help companies make customer experience a strategic advantage.

I'm a Design Executive and Director of UX/UI with more than 20 years of experience leading design across AAA gaming, retail, financial services, education and e-commerce.

Throughout my career, I've helped organisations build design capability from the ground up, scale multidisciplinary teams and establish the systems, culture and strategy needed to deliver exceptional customer experiences at scale.

My experience includes building and leading design organisations of more than 100 designers, creating global Design Systems and partnering with executive leadership to connect customer needs with measurable business outcomes.

A few highlights:

→ Increased Hunt: Showdown UI customer satisfaction from 6% to 78% at Crytek.

→ Built Crytek's first Design System and scalable UI platform.

→ Built and led a 100+ person UX, UI and Research organisation at Aviva.

→ Delivered £1.5M in additional monthly revenue through UX optimisation at Aviva.

→ Led the digital implementation of John Lewis' Joyfully Bold brand alongside Pentagram.

→ Created the Coursera Design System, aligning brand, product and accessibility across the platform.

→ Led UX/UI teams across multiple BAFTA-nominated AAA titles at Activision and Codemasters.

I'm also an ICF Certified Leadership Coach, with a particular passion for developing future design leaders and creating cultures where talented people can do the best work of their careers.

I believe great products are created by empowered teams.

My role as a design leader is to create clarity, build trust, remove obstacles and ensure design has a meaningful influence on business strategy and customer outcomes.

My areas of focus:

Design Leadership • Product Strategy • UX Strategy • Design Systems • Design Transformation • Accessibility • Design Operations • Organisational Change • Executive Stakeholder Management • Coaching & Mentoring

I'm always interested in connecting with people who are thinking about the future of design, leadership and customer experience.

 

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