Designer Senior Design LeadIDEO
2012 — 2019I joined IDEO and moved through the ranks, working with some of the world's biggest brands. Over eight years, I collaborated with a wide range of clients, honing my skills in design, design thinking, and user research. IDEO’s approach deeply shaped my ability to blend creativity with strategy, solving complex challenges through human-centered design.
During my time at IDEO, I worked globally, spending a year in Japan and leading extended projects in Dubai, the US, Poland, and Peru. This experience shaped my ability to design for diverse global audiences while balancing local cultural nuances.
This is a small selection of the many projects I worked on and led over the years.
News App & Website — The Times and Sunday Times
We worked with The Times and Sunday Times to design a multi-layered, multimedia content strategy, a new website and a new app for the venerable British newspaper.
App & Web Design — IKEA
We designed the new IKEA catalogue app. It featured measuring tools, colour changing, VR furniture placement and personalised inspiration. I led the UX and UI design across the digital tool.
Healthcare - Aviva
I spent six months in Lima working with Intercorp to design a new healthcare business for the people of Peru. From the ground up, we shaped the hospitals—defining the business model, healthcare offering, architecture, brand, and digital tools. Clínica Aviva launched in 2018 and has since expanded across multiple locations in Peru.
Skincare Products and App - Shiseido
I led a project with Shiseido to create physical products and digital tools to monitor skin health and deliver new serums in innovative ways.
Government Programme — UAE Design Gov
I worked alongside the UAE government to create Design Gov, a national movement within the UAE that connects the people who serve, to the people they serve, selecting and training the first Chief Design Officers for a nation.
Product Strategy — IKEA Kitchen
IKEA asked IDEO how future cooking and eating habits would shape their kitchen designs. We explored cultural shifts, technology, and sustainability, conducting in-home research to understand evolving needs. These insights led to IKEA’s Concept Kitchen and Kitchen Strategy.
Start Up Strategy — Compass Pathways
I led a project with Compass Pathways, the first company in the world to utilise psychedelic assisted therapy. We helped Compass secure a multi-million pound funding from investors such as Peter Thiel for the first round of clinical trials of psilocybin therapy.
Brand Strategy and Values — COS
I led the team working closely with the Managing Director of COS to define and deliver their brand strategy, brand purpose and values. We spent time embedded with COS staff in store and in HQ deeply understanding them and their business.
Product Concept — AvisWe worked with Avis Budget to explore new ways for customers to share their cars on the rental market. This led to the development of Spin—a peer-to-peer car-sharing app that allows users to earn money from their cars when they're not using them.
Mission and Purpose — Nespresso
I led a team of designers and strategists to help Nespresso define their purpose and mission. This work inspired a series of films, which I directed, highlighting how Nespresso employees make the extraordinary happen every day.
Check-in Experience and UX — Japan Airlines
I led a multi-disciplinary design team in reimagining Japan Airlines' check-in experience from the ground up. We redesigned the entire airport and pre-airport journey, from ticketing and mobile app to interior architecture and check-in UX, creating a seamless and intuitive passenger experience.
Umotif health app
British digital health startup uMotif joined IDEO’s Start-Up in Residence to accelerate their growth, refine their brand, and relaunch their website. We helped them focus on oncology and cardiology, redesigned their app and website UX, refreshed their visual identity, and created brand films to showcase their success.
Royal Academy of Arts
We worked with the Royal Academy of Arts to enhance their member experience as part of a large-scale renovation project with David Chipperfield Architects. Among various concepts, we developed a new app to guide visitors through the galleries and artworks.
Jack Haslehurst