About
I specialise in the moment a company has to grow up.
Hypergrowth, IPO, enterprise scale. I set the strategy and stay close enough to the craft to raise the bar directly — a player-coach across Apple, LinkedIn, Intuit, Zuora and Flutter, now founder of Cypress Tree Studio and an Oxford AI Programme alumna.
Seven principles
01
Clarity
The eye knows where to land first, second, third — every time, without hunting.
02
Speed
Every step is a tax on patience. What isn't necessary is cut from the task itself, not just the screen.
03
Trust
Earned continuously, not stated once — from the reassurance that gets the click to the confirmation that it worked.
04
Coherence
Spacing, type and colour repeat on a predictable rhythm across the whole product.
05
Personality
A distinct point of view in tone, motion and voice makes a product unmistakably itself, not merely usable.
06
AI as a multiplier
Multiply our ability to design — and our users' ability to act.
07
Accessible by default
Legible, operable and understandable for everyone. The baseline the other six are built on.