Design stops being an artifact and starts being a decision.

Principal

Craftform

My own studio, where I design and build software products. Liveform is the first: it learns a builder’s taste and checks what their coding agent produces.

Senior Principal, Customer & Experience Strategy

Slalom

Founded Slalom Ireland’s experience practice as its first hire and grew it into the customer experience capability for the market. Authored the 2026 to 2027 CX strategy that positioned Ireland as an EMEA hub for AI-native transformation. Led AI opportunity framing for C-level clients and built the reusable methods behind visioning and discovery engagements. Led the design and experience team on Vanishing Emails, which won an Innovation Bronze at Cannes Lions. Contributed the CX and generative AI positioning that helped win a contact centre transformation, moving 180 agents onto a new AWS and Salesforce platform across the UK, Ireland and the US.

UX Mentor

UX Tree

Ran two rounds of mentoring through UX Tree. Both mentees launched their careers in design, each securing a full-time design role for the first time.

Principal Product Designer

Workhuman

Grew the design function from seven people to more than forty as the company scaled globally. Principal designer on Conversations, Workhuman’s performance product, from launch to more than a million users. Defined the vision and built the base components for Terra, the design system now used across Workhuman’s products. Led Reflections, which lifted product engagement 74% month on month and monthly recurring revenue by 5%. Created Design Fest, a company-wide design sprint for more than 150 people. Worked directly with executives to set product vision.

Senior Product Designer

Sysnet Global Solutions

Led the product and design transformation of a white-labelled SaaS platform, driving a 25% increase in profitability. Introduced usability labs and, with engineering, an atomic design system and shared component library that improved success rates and reduced churn.

Senior UX Designer

Switch

Founding Designer

Glofox

First designer at a fitness management SaaS startup. Design and qualitative research helped secure €500k in seed funding and early global clients. Led design across white-label iOS, Android and web.