As Executive Director of Experience Design, I’m responsible for shaping how Foolproof generates and delivers creative ideas. This means I’m always looking to evolve and challenge working methodologies and practices to drive the studio’s creative thinking, idea generation, reports and experience design recommendations. My role is to provide overall creative direction to the projects and initiatives coming from the entire design studio, from inception to delivery.
I am an advocate of design execution in code and believe that motion design is a fundamental part to consider in the creation of any digital experience. I’m passionate about digital branding and believe that placing the digital proposition at the heart of every business is key to the success and differentiation for any switched on and future thinking brand. I thrive on leading and directing the awesome creative talent within Foolproof, and take great pride in seeing the impact we can have on the brands and sectors we work within.
Exploring and pushing the boundaries of what’s possible means I’m always looking for ways to experiment with, and integrate new methodologies and design trends into projects where appropriate. I also really enjoy the finer details of crafting a beautiful UI, fine-tuning all elements from micro-interactions all the way to page layout to ensure they are meticulously designed. Details really matter, and this attention to detail ensures that a digital experience is not compromised in any way.
Prior to joining Foolproof I worked at top digital agencies and have led many digital transformation programmes for a whole bunch of brands across commercial and government. Many of these projects have been recognised with industry awards. During my career I have been lucky enough to work on many exciting projects and have designed interfaces for pretty much all devices/contexts imaginable. I feel this has given me a very broad understanding of what makes a great experience and the importance of validating these interfaces with users. Getting stuck into a juicy client brief or challenge, and knowing that the products I have helped design are being used out in the wild gives me a kick.
I enjoy spending most of my free time with my wife and three kids and the occasional game of FIFA (currently the reigning Foolproof FIFA champion). Although it’s is not comfortable viewing the next day, I also have a unique talent of being able to recite and dance to any Hip-Hop tune as if I was the artist themselves.