I'm a senior product designer working at the intersection of UX, AI, and growth. I founded DESTACK in 2023 after several years across hospitality, e-commerce, and in-house design - building the kind of studio I'd always wished I could hire: small, senior, accountable, and unafraid to push back on a brief.

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Before DESTACK, I led the rebuild of FWAB's marketing platform (a 23% engagement lift), drove a 200% turnover increase at The Lion Hotel Group through site redesigns and campaigns, and now contract with CSG Creative leading UX strategy across enterprise client accounts.

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I studied Ancient History at the University of Leeds before pivoting into design, which sounds odd, but the discipline of reading old arguments carefully turns out to be excellent training for reading user research. I also hold a Professional Diploma in UX Design from Glasgow University, as well as countless other courses in development, AI and data analysis.