Lead Designer & Design Thinking Facilitator with over 22 years in design and 6 years in leadership, specializing in UX and product design. Expert in full lifecycle user-centered design projects, complex problem-solving, and design thinking facilitation. Combines commercial acumen with strategic product development to align user-centric decisions with business goals. I have a proven track record in diverse industries, including finance, telecommunications, government, logistics, energy, B2B, and B2C. My expertise spans end-to-end digital transformation, product development, and design strategies. I have successfully led digital transformations for clients such as BP, Maersk, Three Mobile, AIG Life, The AA, Aviva, HSBC, MOD, Paymentsense, Santander UK, Lloyds Bank, British Council, and SAP. I excel in user research, wireframing, and prototyping, and have driven significant channel shifts from offline to online platforms. My approach integrates user-centered design solutions with business objectives, ensuring alignment and success. Acknowledged for my inclusive design strategies, I help businesses achieve their goals through collaborative and agile UX practices. My experience includes B2B/B2C/SME relationship management, brand loyalty, business start-ups, service design, team building, project planning, risk management, service level management, stakeholder engagement, customer experience, accessibility, and user-centered design. I partner with product owners and managers to shape product vision, contributing to strategic decisions aligned with business objectives and key results (OKRs). I also mentor designers, fostering a collaborative team culture, and driving innovative, user-focused solutions.