Design strategy leader working across product, brand and organisational systems to position AI-native products and platforms through a more human, strategically aligned experience.

My focus is the evolving role of design leadership within AI-native organisations, where the challenge is no longer simply designing interfaces, but shaping systems that make increasingly automated products feel intuitive and trustworthy - at scale, and across the entire product-brand experience system. I set the strategy, lead the design, and implement the organisational systems that enable the shift.

Based in London, I work at the intersection of design and UX strategy leadership, systems and process design, and implementation, helping organisations align vision, capability and execution through the systems that define their products and experiences.

A small selection of work. Contact me to learn more about my approach and how I work across functions to embed brand into UX and organisational systems.

SELECT WORK

Design system strategy for Sage SaaS

Build and led a team in developing foundations, new pattern library, key experiences - purchase, register, onboarding, support - and setting guidelines. Implementing Wolff-Olins brand identity. Zeroheight setup

B2B platform UX for BBC iPlayer

UX design lead for the BBC on inaugural business-facing workflow to improve experience, timeframes and speed of delivery.

Global QM and supply chain org design

Strategy, design and implementation of design and production quality management across a global supply chain for leading consumer group.

Product design strategy and execution across platform, go-to-market, CX and BD for early stage AI-native startup building a bespoke bid writing AI-native SaaS.

AI-native SaaS product, brand and CX

Brand + SaaS alignment, design system

Design strategy, design execution and design system for global consultancy in education, transformation, AI implementation. Repositioning across SaaS platform, onboarding, CS, CX and marketing.

Fintech omni-channel product suite

Design lead, five products across platforms for scale-up centred on a brand strategy and visual foundation. Brand and product design system.

B2B experience mapping for BBC

Defining two sets of user journeys across a complex workflow to simplify processes, align two sets of users, and expedite completion.

AI-native early stage startup

Positioning strategy and product design for health tech startup.

Service design for global healthcare group, design and implement industry processes to improve design quality and optimise efficiencies

Service design for global healthcare org

EXPERIENCE

My perspective on complex UX strategy and design leadership is rooted in a career that began in graphic design and evolved through brand strategy, brand systems, organisational transformation and digital product design.

A traditional graphic design education grounded my approach to creativity in original thinking, innovation, complex problem-solving, research, made real through the rigorous craft of creating physical artefacts with function and purpose. This established an early understanding of design as a way of building real things from ideas, and improving how products, services and experiences perform through testing, iteration and engagement with real users.

This foundation was expanded through an early career spanning research-led brand strategy, brand development and identity systems for leading global enterprises and award-winning agencies across the WPP, Interpublic Group and Omnicom Group networks.

These experiences shaped my systems-oriented approach in which research, strategy, design and delivery operate as interconnected components of a continuous system that create resilient, real experiences. Today, this informs how I work with organisations building digital platforms and AI-native SaaS, enabling me to translate complexity into coherent systems that align organisational goals, user needs and commercial outcomes.

In 2005, I founded the independent strategy and design studio ID&B, based in Cape Town’s central business district. Over the following 15 years, I led complex brand, digital product, and organisational transformation programmes across multiple sectors, with a strong focus on technology, working with clients across Europe, the USA, Africa, and Asia.

Working closely with C-suite leaders and business owners, my role naturally extended beyond strategy and design into organisational transformation and programme leadership. I was responsible for aligning priorities, managing dependencies, designing systems that accelerated delivery and improved quality, and orchestrating execution across complex programmes. This required balancing strategic objectives with operational realities, directing resources where they would create the greatest impact, and leading implementation from concept through to adoption.

I later closed ID&B to relocate to the UK, with a deliberate focus on applying this experience more directly within the technology sector, particularly within organisations building and scaling complex digital products and platforms.

Throughout my career, I’ve had the privilege of working alongside talented teams, visionary founders and leaders within some of the world’s most recognised organisations, including:

BBC

Sage

BT/EE

PNI Media

Softwire

Ludic Group

AutogenAI

Virgin

Distell / Heineken

Shoprite Checkers Group (across 4 retail chains)

Old Mutual

Syspro