I lead a team of five product designers at Jet2, working across five brands on web, iOS, and Android.

I've spent my career figuring out why some designs work and others fall apart. Most of the time, it's the same two reasons. The design doesn't connect to the business outcome it should move. And it doesn't account for how people actually make decisions. Closing those gaps, in the work itself and in how I develop the people around me, is what I spend my time on.

I lead through the work itself.

I pair with designers on problems early, before they've committed to a direction. I teach the things that compound: define the business outcome before you touch a screen, make decisions on what people do not what they say, run proper research, test with real users, care about craft. I want people to grow their own judgement, not wait for mine.

I built Jet2's cross-platform design system from scratch. It's now used by four teams across five brands. That came from changing how designers and developers work together, not from the components themselves.

I studied Graphic Design at the University of Huddersfield, and the work that interested me most was always the systems underneath. How an interface holds together across contexts, not any single screen. My early career was agencies and startups — small teams, fast cycles. I learned to ship and to care about what happened after. It was rarely the design that failed. It was the system around it.

I joined Jet2 in 2021 as a UX Designer and grew into the lead role, running the self-serve function and customer account before taking on the team.

Systems give you consistency. Psychology tells you why someone will care.

Behavioural psychology runs through how I think about products and how I coach my team. Cognitive load, autonomy, social influence, scarcity. I use these as design tools, not theory. When a designer is stuck on a flow, I'll ask what's happening in the user's head at that moment. I get more out of that question than any wireframe review.

I stay sharp. I've taken courses from Gibson Biddle (Netflix) on product strategy, Ryan Scott (Airbnb) on design ROI, Nathan Curtis on design systems, Google X on moonshot thinking, Josh Puckett on interface craft, and Emil Kowalski on web animation. Memorisely UX research bootcamp earlier on. I also build my own products with AI-assisted development. Designers who understand code make better decisions about what's feasible.

My articles on product design and systems thinking have been published in UX Bootcamp, and I mentor early career designers through ADPList, mostly on systems thinking and building confidence in their first few roles.

Outside of work, I completed the Manchester Marathon and I'm a UFC fan — I've been to three events in the UK. Mostly though, I just really love product and design.