I strategically lead products and brands to empower organisations with user-centered solutions using...

user research
service design
futures strategy

...to create better outcomes and increase value for people, organisations & the future.

This is me

I'm a design thinker, with vast experience and passion for product development, innovation, research, consumer insights and futures synthesis within a business focus. I work on freelance projects and through my company Precog.

In my personal life I'm passionate about travel, running and photography.

Product Management Design Thinking
Strategy UX / User Research Business strategy & execution Organisational change Service Design

Futures Synthesis

I use insights-driven strategy to help organisations build impactful products & brands that resonate with users. By combining deep research, service design, and foresight, I translate complex data into actionable strategies, empowering teams to innovate with confidence, enhance user experiences, and drive better decision-making.

My Skills

My core expertise lies in Product Strategy, Service Design, and Research, with a focus on creating insight-driven solutions across diverse B2B (energy, retail, gaming, pharma, architecture, industrial) and B2C (retail, gaming, public sector, finance/banking) sectors. I bring a strategic approach to product and brand innovation, helping organisations understand user needs, make informed decisions, and build impactful products.

Methodologies & tools I've used

I have experience with a wide range of methodologies and tools, including Product Management, Roadmap Development, Feature Prioritisation / Product Requirements Development, Data Analysis, UX & Usability Testing, Customer Journeys, Persona Development, Wireframing, Communication Strategy, and Futures Synthesis. My toolkit also includes advanced service design tools and techniques that drive product innovation and enhance user experiences.

Education

I have recently completed a Future Studies and Speculative Design certificate through Parsons School of Design, a Scrum Product Owner course, and a Product Management course. Additionally, I hold a degree in Marketing & Communication, which complements my strategic and user-centered approach to product and brand innovation.

Get in Touch

Clients &

Collaborations

A small selection of projects I've worked on.

Clients

Discovery & Rapid MVP Development

As Lead User Researcher, collaborated closely with branding, UX, and strategy teams to define user personas and journeys that shaped digital strategy. Focused on creating actionable deliverables, including personas and user journeys, that informed branding and product decisions. This work laid a strong foundation for a user-centered digital strategy, aligning business goals with actual user expectations to enhance brand engagement.

Design Research – Understanding Urban Shopping

Led a strategic research initiative on urban shopping behavior in Belgium, managing a team to gather insights on shopper needs and behaviors. Delivered a comprehensive report, personas, and user journey, which guided client decisions on product and brand strategies. My work provided a clear roadmap for enhancing brand relevance and market positioning through user-centered insights, directly influencing the client’s approach to urban markets.

Design Documentaries

Led ethnographic research to create design documentary videos that illustrated authentic user stories, helping to humanise data and align product development with real user needs. These videos became strategic assets, enhancing product team understanding and enabling more user-centered decision-making. By visually capturing user journeys, I provided tools that empowered the brand to create solutions more closely aligned with customer desires.

Usability Testing for Tabcorp

Acted as the sole research lead for Tabcorp’s ‘The Sun Bets’ platform, conducting comprehensive usability testing pre- and post-launch. Focused on identifying user pain points, validating future concepts, and supporting strategic product decisions through actionable insights. My insights enabled Tabcorp to prioritise features and refine the product roadmap, delivering a gaming experience that resonated with user needs and market demands.

Discovery, Usability Testing Evaluation

Conducted strategic usability testing and brand perception studies across London and Dublin to align product experiences with user expectations. Led the end-to-end process, from moderating sessions to synthesising actionable insights. Delivered recommendations that guided product enhancements and refined brand positioning, reinforcing a user-centered approach that increased market alignment and user satisfaction.

Discovery & Rapid MVP Development

Collaborated with designers and developers in AstraZeneca’s Digital Insights Group to rapidly develop an MVP aimed at diagnosing rare diseases. Led a cross-functional innovation cycle focused on uncovering user-centered, technology-driven solutions. Leveraged insights from research and prototyping to drive product recommendations that addressed critical healthcare challenges. The resulting prototypes empowered AstraZeneca to make informed decisions about product direction and user needs.