Bringing clarity to UX - for practitioners, teams, and beyond.
I've spent more than 25 years working at the intersection of UX and CX, starting as a web designer, building an agency, leading teams across London and Dubai, and watching the industry repeatedly get its own identity wrong.
The Three Lenses of UX is my attempt to fix that. This is where I share frameworks, tools, and thinking to help practitioners understand exactly what kind of UX they are, help teams identify where the gaps are, and push the industry toward a more honest understanding of itself.
UX is not one discipline, it never was. The word has been stretched to cover everything from pixel-level visual design to organisational strategy, and that ambiguity has quietly damaged careers, distorted hiring, and set practitioners up to fail. The Three Lenses of UX is a framework I built to replace that confusion with something more honest and more useful.
Every UX professional leads with one lens. Explore the framework
Creating impact through value, outcomes, and commercial context. You think about what the work needs to achieve before you think about how to do it.
Building understanding through evidence, psychology, and how people actually behave. You use what's known about human behaviour to make better decisions.
Shaping experience through imagination, aesthetics, and emotional connection. You feel the answer before you can fully explain it.
I started my career in 1999 as a web designer with Goldman Sachs. More than twenty-five years later I'm Regional Head of CX at VML in Dubai, leading a team of talented designers, strategists, and researchers across the Middle East.
The journey between those two points - from craft to strategy, from practitioner to leader, from designer to the person doing the hiring - is what the Three Lenses of UX is built on.
I'm CCXP certified, and over the years I've judged at some of the industry's leading global awards programs, spoken at events including MIT Sloan, and written for publications like UX Magazine, AdAge and Campaign Magazine.
Learn more about me or see some of my appearances.
I've spent years accumulating knowledge that took too long to learn and was too hard to find. Everything I've built here is an attempt to give that back, to help individual practitioners understand themselves more clearly, and to push the industry toward a more honest understanding of what UX actually is.
Most UX practitioners can describe what they do, very few can honestly describe how they think. The Lens Check is a free seven-day email series designed to surface that - through instinctive choices, not self-reflection. Your lens profile is waiting at the end.
A practical, no-nonsense guide to journey mapping that drives real business outcomes, not just workshop outputs. Used by CX and UX practitioners across multiple industries and countries. Written from 25 years of doing it, not just teaching it.
Knowing your lens orientation is the starting point. This course is what comes next - a structured introduction to the full framework and what it means for how you work and how you grow. It's not live yet but you can add your name for priority access.