I’ve had the privilege of working across various industries, including subscription platforms, travel / lifestyle, telecommunications, digital experience, football, and sustainability-focused start-ups. I have worked for global brands to scaleups, this breadth of experience allows me to bring diverse perspectives to problem-solving and product development.

I use a data-driven approach combined with a deep understanding of user needs. My process involves extensive collaboration with cross-functional teams, prioritising user-centric solutions, and leveraging agile methodologies to deliver measurable business outcomes. I do not do agile for the sake of it though, I assess the team, environment and circumstances and cater my approach to them.

I excel in aligning diverse stakeholders, from technical teams to executive leadership. My experience includes managing expectations, fostering open communication, and ensuring everyone is aligned toward a shared vision. Going back to my days in football, I’ve worked with managers at the highest level, which has helped shape my communication style. I prioritize honesty to create trust between myself, my team, and stakeholders.

Throughout my career, I’ve collaborated with individuals from all over the world, including footballers, developers, and designers, some of whom did not speak English as their first language. I always find a way to communicate effectively, adapt to different cultural nuances, and build strong rapport, ensuring seamless collaboration and mutual respect.

Staying curious is key to how I work. I continuously refine my skills by exploring side projects, staying on top of industry developments, and diving into emerging technologies like AI and data-driven tools that enhance user experience and drive product innovation.

Even when I’m not actively working, my neurodiverse brain naturally analyses digital experiences—whether it’s a website, app, or even the tech used in stores. I instinctively identify pain points and opportunities for optimisation, which has often led to providing constructive feedback. Early on, this habit opened doors to freelance opportunities where I was asked to help improve user experiences.

More recently, this passion has evolved into larger freelance projects, such as my work with ForGood and Fettle & Bloom, as I continue to build a portfolio of impactful and innovative work. These experiences not only enhance my skills but also deepen my understanding of how to create meaningful digital experiences across various industries.

Absolutely! I have a broad skill set in website development and can quickly analyse a site to provide insights on user flows, identify areas for improvement, and offer comprehensive feedback. Additionally, I’m experienced in executing site-wide redesigns to enhance functionality and user experience.

I’m also passionate about mentoring and sharing knowledge—I truly enjoy seeing individuals grow and often find I learn something valuable in the process. As highlighted on my Experience & Tools page, I’m proud to serve as a mentor on ADPList. Whether you’re just starting out or refining your strategies, feel free to reach out via the contact form—I’ll do my best to assist.

I find this kind of work not only fascinating but also a great way to expand my own skills by tackling challenges across different sectors. And if I can’t help directly, I’m fortunate to have worked with amazing people throughout my career, so I can often connect you with someone who can.

I thrive under pressure, but I believe that keeping things simple is key. Breaking down complex challenges into manageable steps is essential, and ensuring the right foundations are in place to build from is crucial. For example, if faced with a tight deadline to implement a new checkout feature in two days but no existing payment functionality, it’s unlikely to be feasible. However, if you have an existing feature like a contact details form for monthly subscriptions, you could repurpose this functionality as a temporary solution. Prioritising effectively, maintaining open communication with stakeholders, and leveraging cross-functional experience ensures high-quality results even within tight timelines.

My neurodiversity, including ADHD and autism, provides me with a unique perspective and problem-solving approach. I excel at thinking outside the box, focusing on details that others might overlook, and approaching challenges with creativity. These traits enable me to effectively manage complex projects and drive innovation while navigating tight deadlines and multiple stakeholders. I also can hyperfocus, this enables me to complete work sometimes in a matter of hours that may take someone else days or weeks, whilst also maintaining a meticulous eye for errors and detail.

My journey from football administration to digital product management was driven by a passion for improving processes and enhancing user experiences. Initially, my work in football involved managing various operational tasks, but as I became more involved with digital projects, I realised my interest in the intersection of technology and user experience. I gradually transitioned by leveraging my problem-solving skills, collaborating with cross-functional teams, and taking on product management responsibilities, which ultimately led to my current role. This shift allowed me to apply my leadership experience in a new domain and bring fresh insights into digital products.

I rely heavily on a combination of project management, analytics, and design tools to streamline my workflow. Tools like Jira and Confluence help me manage tasks and deadlines, while Google Analytics and Hotjar provide valuable insights into user behaviour, enabling me to make data-driven decisions. Additionally, for collaboration and idea sharing, I find Figma and Miro incredibly useful for prototyping and brainstorming with cross-functional teams. These tools allow me to stay organised, maintain focus, and deliver high-quality product outcomes efficiently. More recently I have started to use and experiment with a variety of AI tools like ChatGPT, Collato and Microsoft Copilot to broaden my horizons.

When defining user experiences for websites, my approach is centred around creating intuitive, engaging, and accessible journeys for users. I start by thoroughly understanding the target audience; identifying their pain points, goals, and preferences. This involves leveraging user research techniques such as surveys, user interviews, and analysing data from tools like Google Analytics to uncover insights into user behaviour.

Next, I focus on wireframing and prototyping, collaborating with cross-functional teams to create solutions that align with both user needs and business goals. I prioritise simplicity and clarity, ensuring that users can easily navigate the site without confusion. A key aspect of my approach is accessibility; I ensure that designs are inclusive and easy to interact with for users of all abilities.

To ensure the experience remains engaging, I incorporate personalisation where appropriate, tailoring content and recommendations based on user data. Additionally, I pay close attention to site speed, mobile responsiveness, and performance, recognising that these factors significantly impact user satisfaction and retention. I also rely on constant iteration – testing designs, gathering feedback, and optimising based on real user interactions.