Product design for complex domains.

End-to-end, understanding user and business problems to decide what to build and why. My technical fluency bridges the gap between design and development, keeping stakeholders, engineers and users aligned. AI workflows keep me moving fast without losing rigour.

Right now I'm at Cera, redesigning care planning and building a new WCAG 2.2 compliant AI-native design system.

Work

Care Insights: AI-powered client review for field care supervisors
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Care Insights

Health and Social Care
AI

Field care supervisors were spending up to an hour on manually checking three separate systems just to prepare for a client review. I designed Care Insights, an AI-powered report that synthesises care data into a single structured summary, making review preparation 50% faster.

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Creating a new design system to improve accessibility, efficiency and consistency

Lifebox Design System

Healthcare
Design Systems

LifeBox had no design system, leaving the UI inaccessible and inconsistent, with developers reinventing solutions constantly. I built one from scratch, covering tokens, components and documentation, improving WCAG 2.1 AA conformance and bringing the product closer to meeting NHS integration standards.

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Increasing Wayflyer's conversion rate by 25% with redesigned onboarding

Onboarding redesign

Finance
Growth Design

Wayflyer's onboarding was a rigid, linear flow designed for outbound sales, blocking users who got stuck and requiring constant staff intervention. As sole designer in the onboarding pod, I redesigned it from the ground up, increasing conversion by 25% and cutting support intervention by 38%.

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Improving efficiency with self-serve accounting platform connections

Accounting platform connection

Finance
Growth Design

Wayflyer's accounting platform connections relied on staff manually emailing external links, creating a phishing-like experience and significant operational overhead. I challenged the initial approach, ran a stakeholder workshop, and designed a self-serve in-app connector that eliminated staff effort for 85% of connections.

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About

Experience

Cera
Senior Product Designer · Jun 2025 – Now
Health and Social Care
Definition Health
Senior Product Designer · 2022 – 2025
Healthcare
Wayflyer
Senior Product Designer · 2021 – 2022
Finance
Pure360
Product Manager · 2020 – 2021
Marketing
Pure360
Lead UX Designer · 2015 – 2021
Marketing
Pure360
UX Designer · 2014 – 2015
Marketing
Crunch
Senior UX Designer and Developer · 2013 – 2014
Finance
Crunch
UX Designer and Developer · 2009 – 2013
Finance
Domus
Website and UI Designer · 2006 – 2009
Property

Bio

I am a Senior Product Designer and Builder who thrives at the intersection of product discovery and front-end execution. I love the messy early stages of figuring out what to build, but my real passion lies in actually building it.

Right now, I'm leveraging AI to close the gap between Figma and the codebase. I am actively building out a coded design system with UI components, semantic token architecture, agent instructions and Storybook documentation that keep design and engineering in perfect sync.

I am looking to lean more into a builder role where I can go beyond static specs and prototypes, directly shaping the code and systems that allow complex B2B products to scale rapidly without sacrificing accessibility.

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