I’m a UX Design & Experimentation Leader focused on turning research and data into meaningful, human-centred experiences. My work blends strategy, experimentation, and design systems to help teams deliver measurable impact and lasting change.

With a foundation in neuroscience and over a decade of UX & Experimentation leadership across eCommerce, health, and service sectors, I combine analytical rigour with creativity to uncover what drives users and transform those insights into accessible, high-performing design. I believe in building systems, teams, and cultures that make better experiences inevitable.