UX Leadership 

Key skills and contributions

With extensive experience as a UX strategist, product designer and team lead, I have worked in both strategic and operational roles, balancing leadership with a comprehensive design expertise to effectively meet both business and user experience goals. Below is an overview of key results and of my key competencies across various roles, delivering successful user-centred designs for multiple products and services.

Design Strategy & Vision

• Strategic Planning: Led and contributed to strategic initiatives at Foss and Appvestor, aligning market expectations with user needs, emerging technologies, and organisational change. Influenced company-wide strategy, product development, delivery roadmapsm by setting the direction in vision projects

• User Journeys and Personas: Developed and utilised personas and user journeys at Foss and Appvestor as strategic tools to align product development with customer needs and behaviours, effectively guiding product roadmaps.

• Advocating Design Thinking: Promoted design thinking and user-centred design across the organisation to foster creative problem-solving rooted in real user needs.

• Design Consistency: Implemented Material Design systems at Foss and Appvestor, enhancing efficiency and ensuring visual and functional consistency across teams.

• UX Maturity: Improved UX maturity by advancing the organisation from Nielsen Norman Group’s Level 3 to Level 4, embedding UX more deeply into processes and decision-making.

Certified Leadership & Team Management

• Mentoring and Coaching: Transformed a low-performing team at Appvestor into a high-performing, agile unit by empowering individuals to take ownership of processes and deliver high-quality results—significantly improving project delivery times.

• Change Management: Successfully led UX change initiatives at  Appvestor by aligning cross-functional teams around new processes, clearly communicating goals and benefits, and providing hands-on support to ensure smooth transitions and lasting impact.

• Team Coordination: Orchestrated end-to-end UX design processes by aligning researchers, designers, product owners, developers, QA, and management—ensuring seamless collaboration, high-quality deliverables, and alignment with timelines and business goals in both stage-gate and agile environments.

• Resource Allocation: Delegated responsibilities strategically based on team members’ strengths, ensuring optimal expertise and capacity for each project. Achieved a near 100% on-time delivery rate across all initiatives.

Collaboration, Process & Methodology

• Cross-Functional Collaboration: Served as a key connector between design and departments such as product management, engineering, service, and marketing—ensuring UX was integrated with broader organisational goals. Established scalable UX processes at Foss and Appvestor, covering the full spectrum from research and ideation to prototyping and usability testing, adaptable to both stage-gate and agile environments.

• Facilitating Design Sprints: Led design sprints and workshops to rapidly develop features and concepts aligned with short- and long-term business objectives—cutting team alignment time from weeks to days.

• Stakeholder Management: Effectively managed stakeholder relationships by clearly communicating design concepts, roadmaps, and progress. Actively incorporated feedback to ensure business alignment. Notably led a complex feature-splitting initiative at Foss, aligning multiple product roadmaps with digital services to maintain a strong user-centred focus.

Research & Insights

• User Requirements: Identified user needs, expectations, and goals using a user-centred approach to ensure designs were intuitive, functional, and engaging. Utilised both qualitative and quantitative research to guide the team in addressing pain points and making informed design decisions.

• Information Architecture: Applied a range of tools and methodologies to create clear, structured ecosystems and website architectures that support usability and user flow.

• Workflow Mapping: Mapped user workflows to uncover friction points and optimise processes, improving overall user experience and efficiency.

• Personas: Created and promoted personas based on jobs-to-be-done, aligning them with user journeys and platform roadmaps to foster a shared, user-focused perspective across the organisation.

• Data-Driven Insights: Defined and tracked clear KPIs to measure user satisfaction and continuously inform design improvements.

• Best Practices: Championed UX best practices to ensure consistency, accessibility, and usability—reducing errors and development time through scalable, proven methods.

Design Delivery

• Innovation: Skilled in identifying user pain points and transforming them into innovative, scalable design solutions that enhance both user experience and business performance.

• Design Thinking: Embedded design thinking into the product development process by integrating empathy, ideation, and iteration—ensuring solutions are user-centred, innovative, and aligned with strategic goals.

• Hands-on Design & Testing: Led hands-on design efforts from early concepts through prototyping and usability testing, ensuring solutions are thoroughly validated before launch.

• Actionable Dashboards: Designed dashboards that convert complex data into clear, actionable insights—supporting fast, informed decision-making.

• Service Blueprints: Created service blueprints to align the organisation around the full service delivery process—mapping interactions, touchpoints, and backstage activities to reinforce customer experience and identify LEAN improvements.

• Overseeing Design Execution: Oversaw design implementation to ensure final outputs were visually compelling, functionally sound, intuitive, and user-friendly.