About me

I care deeply about making complex things feel simple.

Most recently, I’ve been working across Lloyds Banking Group, leading savings onboarding and activation experiences used by millions of customers across app, web, and branch. A lot of my work sits at the messy intersection of customer needs, regulation, and technology, figuring out how to remove friction without cutting corners, and how to help people move forward with confidence.

This has included scaling a unified onboarding experience across 33 products, helping enable 3.5M+ accounts opened this year, improving Day 1 funding, and delivering an award-winning experience recognised for service quality.

I enjoy owning ambiguous problems and getting stuck into the detail, digging into data, running research, and working closely with product managers, engineers, legal, risk, and content teams to find the right balance between what’s best for customers and what’s possible for the business. I’m at my best when I’m iterating, testing ideas and learning from real behaviour rather than assumptions.

I care a lot about craft, but even more about outcomes. I like building experiences that feel clear, trustworthy, and human, and helping teams raise the bar by designing openly, sharing context, and bringing others along on the journey.