As a Principal at Foolproof, I am responsible for the creative output on projects from ideation right through to delivery. I design effective digital experiences that are insight driven, user-centred and deliver on real business requirements. I’m passionate about digging deep, embedding myself in the client’s problems to help craft clean, well-rounded design solutions that are driven by my experience working within best practice user experience.
I’m also a doer and like to get my hands dirty. I play an active and somewhat hybrid role in shaping and executing research methodologies - to ensure that the most valuable insights are gathered quickly and efficiently so designs can be tested and iterated to provide the most value to users, and clients. This hybrid approach also applies to implementation and build – working closely with the development team to bring designs to fruition.
I have a wealth of design and UX experience having worked agency side for a number of years on projects spanning FMCG, news, media, finance and non-profit sectors for clients including Unilever, Suzuki, BBC and Bloodwise.
My background in product design has led me to an interest in the role behavioural economics and cognitive bias can play in the digital products we design. I believed that if we learn to better understand psychology, how our brains work and why we make the decisions we make then we can design better, more effective digital products and experiences.
Outside of the office you’ll find me in the kitchen, either cooking or eating - but likely both.