design, strategy and technology direction

Design direction and product portfolio strategy for PIF Projects

Transforming human futures, mobility and opportunities through design direction for PIF Projects

With effective, long-term investments into transformational projects, PIF endeavors to be a world leading investor, the largest SWF, delivering an impact felt beyond KSA borders. I was engaged through trusted strategic partners to design direct truly distinct, differentiated experiences for PIF Projects. See

Design direction for X Shore

Designing the future of smart, connected and sustainable electric boating

Distinctively Scandinavian in design with clean, minimalist lines, X Shore crafts a fusion of software and hardware – practical, smart and beautiful. The X Shore Eelex 8000 driving experience is truly unique, built around the skipper, and bringing the silence of a dynamic, powerful vessel, run entirely on electric energy. See:

Strategy, Service Design, CX and Innovation Direction for Frontier

Co-creating innovation, rapid transformation and re-imagining the future of farming by Service Design

Frontier Agriculture is the UK’s leading crop production and grain marketing business, recognised for its close customer relationships with farmers and grain consumers and its successful management of the arable supply chain. I was engaged to co-create and innovate the digital future of agriculture and agritech with farmers, for farmers.

Design Strategy, CX, UX, Design Systems and Digital Direction for BA

Launching the Global Design Language for Europe’s favourite airline

BA’s Design System powers the most visited airline web platform in Europe as well as Apps, Inflight HMI, Digital Comms serving over 50 million visitors annually. I was engaged in successive briefs to reimagine the BA digital experience across premium flyer segments and mobile, launching the DS. Recently, was rated the top digital experience of all European airlines surveyed. See

Strategy, CX, Digital and HMI Direction for Volta Trucks

Designing the ultimate electric vehicle experience – physical – digital in harmony

Volta Trucks is revolutioning logistics – the zero emissions electric truck with a global order book. I was engaged in designing the ultimate driver environment, harmoning smart connected fleet services with premium ergonomics and optimised UX across HMI & apps. See:

Design and HMI Strategy, Design Direction for Aura EV

Design directing the future of EV roadsters and connected vehicles

The futuristic Aura concept is a one-off road-legal two-seater developed by a consortium of British companies to showcase an array of new technologies that could shape the development of electric cars. From concept stage I design directed digital interior and connected services for this groundbreaking automotive concept. See

Design Strategy, Design Systems & Ops, Direction for Westpac Group

Designing a system to power more financial transactions across ANZ than any other

Ensuring Accessibility, Customer Centricity, effective cross-platform Responsive design is core to the growth of Westpac Group brands. Delivering a Global Experience Language has been a multi-year journey I’ve helped lead, pairing thousands of code and design components with robust guidance, tools and frameworks. More than a design system, it is a complete suite to enable assembly and operation of platforms faster, more consistently, and more cost-efficiently. See

Product Strategy, UX, Design Sprint Facilitation, Direction for Grundfos

Transforming UX/UI and design directing water for the world with Grundfos

Grundfos is the world’s largest water solutions manufacturer, delivering applications that provide billions of people worldwide with clean water. Making this possible behind the scenes I have been design directing a groundbreaking transformation of digital monitoring, predictive data and connected services built upon a new Grundfos Global Design Platform. See the video:

Strategy, Design Direction, HMI Development for Charge Cars

Digitising a classic – Design Direction for Charge Cars’ all electric Mustang

To pioneer their limited edition all-electric update of the 1960’s Mustang, Charge Cars engaged my team to design direct a digital interior, inheriting the Mustang’s iconic history. The luxury bespoke interiors, rich in ambience and detail, provide a modern high-end driving experience for connoisseurs of speed and technology. See

Creative and Digital Strategy, Design Direction, Performance for BYJU’S

Launching the world’s most valuable education tech brand into Europe

BYJU has been transforming education and social mobility in Asia for a decade, enabling millions of kids to learn tech skills for life through interactive learning platforms. I was engaged to establish the brand in the UK and Europe with bold, aspirational messaging and in parallel to drive UX and CRO best practices across the BYJU digital estate.

Creative Strategy, Digital & Design Direction and Transformation for BHF

Building Britain’s best not-for-profit digital team and Beating Heartbreak Forever

Awarded Digital Team of the Year, I scaled a team of 25 to 70+ transforming design and digital at the world’s leading heart and cardiovascular not-for-profit, British Heart Foundation. I reimagined the BHF strategy for digital and remodelled the operating model, starting up Product and Innovation teams, embedding Scrum, and creative directed UX/UI redesign of the largest digital estate in the NFP space. See

Product Strategy, Design Strategy, CX, Creative Direction for Triumph

‘Proven design process that has guided Triumph to a market leading System’

Triumph’s award-winning Global Design System (Winner at HMI UX Europe Awards) drives Britain’s top bike brand on-vehicle HMI, as well as groundbreaking connected apps loved by riders. I directed creative strategy and experience design for HMI, UX and UI across digital and led the GDS platform driving visual language, components, UX optimisation across touchpoints. See

Product Strategy, Service and Brand Design Direction for Holm

‘Buy Now, Pay Later’ re-designing consumer credit, re-imagining perfect CX

Making purchases fast, frictionless and flexible at the tap of a fingertip is what matters to retail bank customers today. I led strategy and design delivering a first-to-market experience across Europe. See the Case study: