From product problems
to design decisions

Product design and product strategy for UK startups and scale-ups

Work

Making overdrafts great again for businesses

Small and growing businesses often struggle with cash flow gaps due to a lack of overdrafts and digital-first lending tools.

A lean, iterative approach was used, progressing from low-fidelity wireframes to a live pilot phase. Through the integration of Open Banking, the data-sharing process was streamlined, significantly reducing manual effort for customers.

The outcome resulted in revenue targets being exceeded by 57.1% and a 60 NPS during testing.

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Using AI to create an AI powered micro web app

Generic "click here" links often lack necessary context, which can hinder accessibility, negatively impact SEO and conversion rates.

Utilising APIs from OpenAI, Anthropic, and Google, the development explored the limits of AI-driven builds. However, analogue sketching and human testing remained essential

The project was successfully realised in under two weeks, demonstrating high-impact results with low financial outlay.

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Visualising local SEO on a national level

National brands with hundreds of locations struggled to visualise high-level SEO trends.

Following a cross-functional design sprint, an intuitive bird's-eye view visualisations was created. Through rapid prototyping and beta testing the tool evolved to integrate multiple data sources such as rankings and reviews into a single cohesive dashboard.

The new feature helped successfully closing multiple six-figure deals and generating a surge of qualified leads for cross-selling.

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Creating a birds eye view of SEO performance

Marketers struggled to communicate SEO data to clients, who often found traditional charts confusing and difficult to interpret.

After researching competitors and interviewing customers, a workshop helped generate ideas for unique features like visual timelines. A realistic, data-driven prototype allowed for early user testing, followed by a private beta to gather real-world feedback.

The feature became one of the most popular features, seeing over 60% adoption in the first month.

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About

Based in the South East, I have spent over a decade working with founders and product teams across the UK including London, collaborating remotely and in person. I work alongside leadership teams to shape new products from the ground up, with an end-to-end approach that spans research and discovery through to delivery and measurement, focusing on what matters most and turning early ideas into clear, workable direction.

My work centres on early-stage challenges, where problems are still fresh and momentum matters. I prioritise progress over perfection. Decisions are made deliberately, informed by evidence and experience, and revisited only when there is real value in doing so.

I use research, prototyping, and iterative design not just to explore options, but to tell a clear story that aligns teams, influences decisions, and helps set confident direction. My approach is collaborative and pragmatic, balancing speed with judgement and craft. The work is centred on products that hold up in practice, support real people in real contexts, and deliver meaningful, measurable value over time.

Capabilities

Discovery

Understanding users, context, and constraints before decisions are made. I work with teams to uncover how products are actually used and where opportunities exist. Research focuses on practical insight that reduces uncertainty and supports confident product decisions.

This typically involves focused user interviews, lightweight testing, and behavioural analysis, helping teams validate ideas quickly and move forward with evidence rather than assumption.

Direction

Turning complex product questions into clear direction. I help founders and product teams make deliberate decisions about what to build and why. Work at this stage focuses on aligning teams around priorities and translating early ideas into practical product direction.

This often includes problem definition, opportunity framing, and collaborative decision sessions, supported by clear narratives that help teams move forward with confidence.

Design

Exploring solutions through practical, testable design. Ideas are developed through realistic prototypes that allow teams to evaluate approaches before committing to build. The focus is on fast learning and confident decisions rather than extended design cycles.

Work typically includes interaction design, UX flows, and high-fidelity prototypes, including AI-assisted and data-rich prototypes that make concepts easier to test and communicate.

Delivery

Product work moves forward at a consistent pace, with priorities kept clear, delivery predictable, and decisions made early enough to maintain momentum.

Work is shared in stages so teams can see progress early, reduce uncertainty, and move confidently into development without unnecessary delay. The focus is on maintaining forward movement, avoiding unnecessary rework, and ensuring product work progresses in a predictable and dependable way.