Case Study Overview
My UX
Journey
My career has taken me from designing mobile and consumer experiences with Nokia and Microsoft to working on complex enterprise products and leading UX across multiple product areas.
I've worked across the full design process, including product discovery, UX strategy, user research, interaction design, prototyping, usability testing, accessibility and design systems. I enjoy working on complex problems where understanding the user and bringing clarity to ambiguity can make a real difference.
I'm naturally curious about how people think, what frustrates them and what makes an experience feel effortless. I enjoy taking complicated problems, understanding what's really happening beneath the surface, and turning that insight into something simpler and more useful.
More recently, I've been particularly interested in the possibilities — and responsibilities — that come with AI. I've been designing AI-powered experiences, intelligent workflows and human-AI interactions, exploring how emerging technology can support people without taking away their sense of understanding or control.
Accessibility and inclusive design are also important parts of how I think about products. I believe good design should work for as many people as possible, not just the easiest or most obvious user.
I've also led and mentored design teams, collaborated closely with Product, Engineering and stakeholders, and helped shape UX strategy across multiple products. Whether I'm working at a strategic level or getting into the detail of a particular interaction, I always come back to the same question:
How can we make this genuinely better for the person using it?
Professional Philosophy
- User-Centric Discovery: I believe that deep product discovery and research are the foundation of any successful UX journey, ensuring we solve the right problems.
- Human-AI Interaction: As we enter a new era, my philosophy centers on creating intelligent workflows where AI augments human capability while maintaining agency and transparency.
- Ethical AI Design: I prioritize ethical considerations in AI implementation, focusing on bias mitigation, data privacy, and inclusive user experiences.
- Agile Evolution: Design is never done. I champion iterative testing and Agile delivery to continuously refine and scale digital products.
Beyond Design
When I'm not thinking about user journeys, prototypes or the latest possibilities in AI, I'm usually making something completely different.
Creativity has always been a big part of my life, and it doesn't stop when I close Figma.
Baking something special
I love baking and run a small creative side hustle, Creeyate Cakes, where I've turned that passion into creating bespoke cakes and bakes.
There's actually more crossover with product design than you might expect — understanding what someone wants, developing an idea, experimenting, solving unexpected problems and obsessing over the little details before finally seeing someone's reaction to the finished result.
And, unlike digital products, you can eat the prototype.
Usually making something...
If I'm not baking, there's a good chance another creative project has taken over the table.
I enjoy most things that involve making, experimenting and getting slightly too absorbed in the details — including polymer clay sculpting and other crafts.
I think that curiosity carries into my design work too. I like learning new tools, trying unfamiliar approaches and seeing what happens when technology and creativity come together.
Family life
I'm also a mum to three teenagers, which means life outside work is rarely quiet — and has probably taught me more about negotiation, changing user requirements and stakeholder management than any professional course ever could.
Family keeps me grounded and gives me a perspective on technology that goes beyond designing products. I'm interested in how the things we create actually fit into busy, complicated, real lives.
Exploring somewhere new
When I'm not working, parenting or surrounded by craft materials, I love travelling with my partner.
Whether it's exploring a new city, discovering somewhere completely different or simply finding somewhere great to eat, I love the change of perspective that comes from experiencing new places and cultures.