Hello. I'm a Principal Consultant at Foolproof, an experience design agency in London.
I help businesses create better products and services by putting customer insight at the heart of the design process.
In the last five years, I've worked with the likes of Sony PlayStation, HSBC, Sega, Tesco and TSB. In that time, I've seen our research, design and strategy work improve both the experience for customers and commercial outcomes for clients.
I'm an experienced UX practitioner and have run many big research programmes. I've conducted research in a dozen countries around the world, interviewing gamers in Saudi Arabia, financial controllers on Wall Street, factory workers in Mexico and sales reps in Taiwan. I've used customer insight to come up with creative solutions to design problems, and have seen the impact of these on products and services that millions of people use. I also have a history of developing skills in UX practitioners through line management, coaching and mentoring.
What I'm most excited about is the nascent field of experience strategy: helping clients create a long-term plan to align every customer touchpoint with their brand and business strategy. Too many projects happen in isolation and too many successes are brought down by a lack of joined-up thinking. Experience strategy is a way of fixing that. It's about understanding where you are today, where you want to get to, creating a plan to achieve that vision and implementing a measurement framework to make sure you're on track.
How do you create products and services that meet people's needs and that they love?
The devices people are using and their behaviour on them is changing faster than most businesses can keep up with.
What causes a business to succeed or fail? Thinking about jobs-to-be-done theory, disruptive innovation and the like.
As the newspaper's slogan goes, We live in Financial Times. How does economics affect our lives and what does it tell us about ourselves?
Something that most people (at least in the UK) are wary of and know little about, but can be empowering. How can it be made more accessible?
An enjoyable pastime, but also an industry in turmoil. How can it save itself and adapt to new technology and behaviours?
A frequent traveller, I've been fortunate enough to visit famous landmarks (New York, Sydney) and the odder corners of the world (Turkmenistan, Alaska).