About
Principal product designer with 10+ years of craft. My sharpest tool is taste: knowing what great looks like, when something is good enough to ship, and what actually solves the problem. It's judgement earned by obsessing over details and understanding customers. For the last six years I've been the sole designer at Gen H, helping take it from a pre-licence startup to over £1bn in annualised lending.
I also ship production code. On its own that's table stakes now; paired with taste it means the quality of what lands matches the quality of the design, and it lets me raise the bar of what PMs and engineers ship around me, so volume goes up without quality dropping. I'm an individual contributor by choice: I love designing, I love the craft, and AI is a tool in my box, not my identity. My portfolio is the better read; it's where the evidence lives.
Professional Experience
Sole designer for six years, joining as employee #15 before licence approval and helping grow Gen H to over £1bn in annualised lending. I designed the origination journeys brokers work in, the tooling operators run the business on, and the self-serve journeys customers manage their mortgage with, all in service of helping people build financial wealth through home ownership.
- Designed the mortgage origination journey around brokers' real workflow, not a rigid form; named Best Lender for Technology at the Mortgage Awards three years running See the work ↗
- Turned a dense affordability calculation into a tool brokers trust; it assesses roughly £3bn of lending every day and returns decisions in minutes, not hours See the work ↗
- Designed the operational platforms to handle scale as volumes grew: the single tool underwriters do all their work in, and servicing tools covering 90% of special servicing tasks See the work ↗
- Made servicing self-serve: dashboard, overpayments and rate switching now cover 100% of simple servicing, with 2,050 product switches completed See the work ↗
- Spotted the opportunity, then designed, built and shipped tools onto partners' own sites; Just Mortgages' IO applications rose 120%, and all Persimmon sales advisers now use my tool to compare the right schemes for prospective buyers See the work ↗
- Established the research practice, created the design system every product is built from, and shipped production code and AI tooling, including an asset creator that refines its own output until it's good enough to ship
- Led service design for West Midlands Police, redesigning crime reporting and rolling it out across the entire force, cutting unnecessary reports by 23%
- Designed digital prescription and medication management for Boots, building the service from 0 to 5 million repeat customers
- Reshaped cancer care journeys with Genesis Cancer Care, reducing inbound queries by 80% through research-led service design
- Redesigned the DIY.com experience for Kingfisher (B&Q), increasing sales by 12%
- Delivered service design for Shell's future energy propositions, exploring new business models and customer touch points
Core Competencies
A designer who ships with modern AI tooling. Claude, Cursor and Codex.
Design & Product: User Research, UX/UI Design, Interaction Design, Design Systems, Prototyping, Visual Design, Brand Design, Service Design, Product Strategy, Data-Driven Design, Figma
Engineering: React, Next.js, JavaScript/TypeScript, HTML/CSS, Git/GitHub
Any Other Business
BSc Hons degree in Product Design from Loughborough University (2:1)
Available with one month's notice
British citizen; no visa sponsorship required