The Work

Design Direction for PIF Projects: Kayanee

Launching the world’s most elevated, luxurious KSA lifestyle brand. Kayanee, born in Saudi Arabia

Moved and Be Moved with the first of its kind collective experience. Born in Saudi Arabia for audiences worldwide, Kayanee brings elevated experiences through luxurious apparel, perfectly formulated nutrition and restore care products, movement, dance fitness and more. I was engaged to design direct the experience and launch.


Design Direction for X Shore Yachts

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.


HMI UX/UI Design Direction for Charge Cars

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


Design Direction for Triumph Motorbikes

Design directing the world’s foremost connected bike platform for Triumph Motorbikes


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.


HMI UX/UI/Motion Design Direction for McLaren

Designing a rich driver-focused experience for the next generation of hypercars – Speedtail


HMI UX/UI/Motion Design Direction for Gordon Murray Automotive

Design directing HMI UX/UI for ‘the greatest drivers hypercar ever’ GMA T.50 & T.33


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:

UX/UI & Digital Experience Design Direction for JP Morgan

Directing the design architecture behind the world’s leading Asset Management Platforms

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Design Strategy and Direction, Design System and Digital

Catalysing transformational design strategy for Australia’s most trusted brand and top airline


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, 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:

Technical Artistry and Direction for Ferrari HMI UX UI Platform

Delivering the next generation of Ferrari platform HMI UX/UI platforms


Technical Artistry and Direction for Ferrari HMI UX UI Platform

Delivering the next generation of Ferrari platform HMI UX/UI platforms


Brand Identity Design Direction for City of Melbourne

Design directing the rebrand of the World’s Most Liveable City – Melbourne, Australia


Design Language & Global Experience Language Direction for GOV.UK

Powering millions of transactions monthly – GDS Framework Design Direction for UK Government



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