Why I do it

Why Time is the Driving Force behind my Design Philosophy

Time and how to use it best has been on my mind from an early age when I spent a lot of time traveling across Europe, often waiting at borders to cross the Iron Curtain.

Time also became a cornerstone in my design education, which centered around using design as a communication mechanism to achieve a desired result fast. Drivers of cars passing billboards needed to get the message fast, readers of complex manuals needed to understand the details accurately without having to re-read due to poor typography and so on.


Today I am a Designer Leader, Product Strategist and Creative Catalyst who believes in the best experiences come from being respectful of the fact that time is finite by making sure people feel they get more out of interactions than the time they invest in participating in them.

I currently work as Vice President of Experience Design at Sage where I'm leading a 50-person strong team of UX, UI Designers, BAs and Content Writers across of a portfolio of cloud products.

For a full list of my career history, visit my Linkedin profile.

How I do it

Design Leader

I lead and build successful design teams with a focus on breath of ideas and quality of delivery.

I believe design leadership means raising the design maturity across the organisation as a whole by educating the leadership, embedding design in delivery, enabling sales to position design and making sure design is a mindset, not a department.

For the successful, design-mature organisation, design is a mindset, not a department.

Creative Catalyst

I facilitate events with participants at all levels and create conditions and relationships where ideas and innovation can flourish and become tangible business transformation goals with detailed and realistic roadmaps leading to them.

I believe creativity lives in us all. I use methodologies such as Design Thinking, deBono Thinking Systems, Google Design Sprint and LEGO® SERIOUS PLAY® as effective methods to bring the creative spirit and the hidden knowledge we all possess forth and shape it into solid business value.

What I've done


Experience Design Group, EMEA

Established the Salesforce Experience Design Group in EMEA with 4 regional teams (London, Berlin, Paris, Amsterdam).

More on the Salesforce XD Group

B2B/B2E Social Business

Led a category-defining program from initial vision and concepts through to delivery.

More on Burberry Social Business

Experience Design Advisory

Provided Experience Design coaching, org design and support to help Unilever establish their own design team.

More on advisory for Unilever

Small Business Ecosystem Vision

Shaped a vision of how ING can help small business owners beyond financial products. Included a prototype app for testing.

More on the ING SME Ecosystem
America Express

Next-generation Customer Service

Prepared and facilitated a workshop program aimed at producing a high-level future vision for next generation customer services.

More on Amex customer service
Shop Direct Group

Helpful Personalisation

Led the user experience team and co-facilitated workshops to define a near-future vision on the topic of "Helpful Personalisation" for Shop Direct Group.

More on personalisation at SDG