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Work Background
TrueRightsChief Design Officer
May. 2025London Area, United Kingdom
MindvalleyVP Design
Mar. 2024 - Jun. 2025Leading Mindvalley’s global design function with a focus on elevating design quality, embedding design thinking across the company and shaping the future of AI-powered, human-centered experiences. Highlights:
• Spearheaded the strategic initiative and design execution behind Mindvalley’s global Apple partnership - launching Mindvalley's app as a pre-installed featured app on every iOS device in all Apple Stores and premium resellers worldwide.
• Led the design vision and cross-functional delivery of Mindvalley’s new B2B platform, Workway, resulting in a partnership with Microsoft and a showcase with Copilot and Teams live on stage at Microsoft Ignite 2024.
Made For PeopleFounder
Jan. 2024London, United KingdomWorking with various clients as product and design consultant including hands-on design, helping with discovery, research, creative workshops, design thinking, rebranding, app design and product launches
HotjarDirector of Experience Design
Jul. 2022 - Mar. 2024London, England, United Kingdom• Member of the Exec team leading a team of 30+ across Product Design, Content Design and User Research consisting of ICs and Managers increasing retention and reducing customer churn.
• Owned and delivered a strategic pillar of Hotjar’s new product vision and roadmap to create seamless experiences for our customers, aligning various initiatives with associated XD OKRs.
• Launched XD Metrics, increasing productivity and measuring XD impact to the business.
EF Education FirstDesign Director
Mar. 2020 - Jul. 2022London, England, United KingdomLed the design org for EF EdTech with a wide variety of work including launching a new B2C online classroom experience, ‘HyperClass’ which won ELTon Innovation Award, overhauling the B2B app experience to include World Languages for the first time, leading a global rebrand of our core B2C product and launching new retail store concepts for EF stores in China.
WorldRemitHead of Product Design
Jul. 2018 - Mar. 2020London, United Kingdom• Grew and led a 15+ person design and research team focused on desktop, mobile, and app experiences in addition to leading and launching a vital rebrand for the company.
• Established design principles and improved the design system. Facilitated adoption of new tools, vastly improved the research output that featured in board presentations and lead the roll out of a redesigned app and digital wallet for iOS and Android that reduced friction and increased customer satisfaction.
Kahoot!Head of User Experience & Design
Jun. 2015 - Oct. 2017London, United KingdomHead of User Experience & Design at Kahoot!, one of the world’s fastest growing learning brands. Used by millions of learners and teachers every day, in over 180 countries, Kahoot!’s mantra is to Make Learning Awesome by making learning something that everyone wants to connect with. I lead the design team in creating meaningful, relevant and impactful experiences that brings fun, joy and value to learning by using my background in User Experience, Behaviour Design and using Design Thinking to improve people’s lives and creating a lasting and positive change for everyone.
GeonomicsHead of Design
Jul. 2012 - Jan. 2015United Kingdom, LondonLeading a team of designers, our focus and passion centred on creating engaging and usable experiences throughout the product, GeoLotto. We also help drive usability testing with wider Product Management, focusing on iterative approaches to yield quantitative, and qualitative, learnings through various MVP tests to help establish product-market fit.
In my role of Head of UX within Geonomics, I helped to change Geonomics into a product-focused company, working closely with Product Management, CEO, CTO and COO. Alongside this, championing a culture of trust and value of User Experience across disciplines.
BBCUX Designer
Aug. 2008 - Jul. 2012United Kingdom, LondonAs UX designer at the BBC, I worked as design lead in a multi-disciplinary team designing great websites that are produced in multiple languages such as Russian, Urdu and Uzbek for desktop and mobile.
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