I’ve been defining experiences for over 25 years and have investigated the complexities of customers’ wacky routes to purchase products ranging from common consumer goods to high-value purchases to deals worth hundreds of millions of dollars.
My journey began in 1997, while I was manning the phones in a London call center when a very good friend introduced me to HTML and the fundamentals of coding webpages. That sparked my curiosity for the internet. By 1999, I was working on Goldman Sachs’ Intranet team in Sydney, designing pages and features for their Asian intranet portals.
After a few years in Sydney, I returned to London to start my own digital business, helping brands big and small better the experience for their customers and sell more ‘stuff’.
In 2014 I joined MRM, a global marketing and relationships agency and part of the McCann Worldgroup network of agencies. As the head of the UX practice and later the Experience Design practice in London, we conducted numerous mapping sessions with clients and customers to discover the nuances of mapping and achieve genuine value for all parties.
Now with VML, a global creative powerhouse, I lead the Regional CX team from Dubai, where I work with a brilliant group of CX strategists, researchers, and designers to define experiences for brands all over the Middle East.
Over the years, I’ve mentored dozens of UX professionals from new grads finding their feet to senior designers navigating change. It’s one of the most rewarding parts of what I do. But the truth is, 1-to-1 mentoring only scales so far, and the industry needs more clarity and support than any one person can give.
That’s why I created UXHQ, an AI-powered UX career mentor designed to help individuals understand where they are, where they could go next, and how to grow in a way that suits their strengths.
It’s built on the same model I use in every mentoring session: the idea that UX careers are shaped by three lenses - creativity, science, and business - and that success comes from understanding where you naturally lean, and expanding from there.
UXHQ is my way of helping more people find clarity in an industry that too often muddies the waters.
To see the milestones that have shaped my journey as a CX leader, from speaking engagements to mentoring and beyond - head over to my Appearances page for a closer look.
