Philosophy | Methodology
An overview of my experience, values, and the way I approach product design.
Dedicated to continuously improving both my craft and my thinking as a designer. I actively seek out feedback, reflect on what is and isn't working. Over the years, I have developed a balance between questioning and testing.
Overview
An integrated product motion designer
Originally a motion designer in the TV industry, I transitioned into product design four years ago. Today, I design end-to-end digital experiences across mobile and web, with a particular strength in interaction design, where my background in motion and animation helps create products that feel intuitive, engaging, and highly crafted.
I work across the full product design process, from discovery and research through to scalable systems and implementation, collaborating closely with product managers, engineers, and researchers to deliver data-informed solutions. My broader 13-year background in motion, 3D, and VFX continues to shape my approach, bringing an additional layer of craft and attention to detail to every product I design. I have outlined 3 of my key values.
Curiosity
Problem 1.
"Ask the right questions and you will get the right answers." To me questioning assumptions is the first step in ideation. Solve the 'why' and the 'how' and 'what' follow.
Problem 2.
Fail fast and early is another mantra that fuels my creativity. Get all ideas on paper first to unlock momentum, then refine, iterate, analyse, test, and repeat.
Problem 3.
Collaborate with the people who know the data. Metrics are the ultimate source of validation. I try to understand the numbers that prove or disprove my hypotheses.
Fail Fast
Feedback
Experience
2022 | In-House B2C
Entain (Ladrokes/Coral)
2025: Sr. Animator (Motion Product Design)
2022: Interaction Designer
2020 - 2022 | Agency
Substance Global
Sr. Motion Designer
2018 - 2020 | In-house Agency
Sky Creative Agency
Motion Design and Visual Effects
Motion-Led Product Design
Currently I am in a hybrid leadership position, I mentor mid-level designers, animators, and artists, leading workshops that foster collaboration, creativity, and design innovation. I also help align the team with wider business objectives by setting clear, measurable goals and supporting strategic initiatives. Acting as a bridge between the art team and leadership, I ensure key updates, business priorities, and actionable tasks are communicated clearly and effectively.
I design and implement animated UI and in-game experiences, creating everything from buttons and micro-interactions to illustrations, loading states, and user flows. Working closely with product managers, developers, and artists, I produce high-fidelity prototypes and developer-ready assets using Figma, After Effects, and Lottie.
Motion design social media leadership
As a Senior Designer, I developed brand concepts, marketing campaigns, and social media creative, while providing creative direction and guidance to the wider team. Alongside hands-on design work, I mentored junior and midweight designers, supporting their professional development and helping them build confidence in both their craft and creative thinking.
Promo Designer
At Sky, I created motion graphics and visual effects for promotional campaigns, designing creative slates for social media, TV commercials, and DOOH advertising across channels including Sky Cinema, Sky Arts, and Sky Atlantic. The work focused on promoting upcoming releases and developing creative concepts where little or no footage was available.