I use a wide range of tools and techniques to help clients achieve their aims. Broadly speaking my approach involves the following steps. These steps are not necessarily linear and the starting point could be different depending on the project.


I want to get a deep understanding of the problem the client is trying to solve. I don’t shy away from asking basic questions. This process of interrogation can help the client gain a different perspective and reframe the problem.

Research & Empathise

The product or service being developed will be for someone. Understanding these users is the fuel that fires the imagination of the project team. I’m experienced in a wide variety of research techniques, from contextual research where I actually observe users in their working or living environment to 1-2-1 in depth interviews. I also work closely with clients to uncover previous research and data they may already have on users.


I study the user data to look for insights into the behaviours, frustrations and needs of users. Where appropriate user insight is articulated as personas and user journeys but this depends on the project.

Ideate & Design

I’m an experienced facilitator of ideation workshops where we draw upon user insights to come up with new and innovative approaches to services. I’ve also run ‘Google Venture’ style design sprints, where we go from idea to prototype to testing in the course of a single week. This is our opportunity to challenge the status quo and consider new ways to meet user needs.

Prototype & Test

The ideas and designs generated in the previous step are based on user research but they are still hypotheses. I help teams consider the best way to test these hypotheses whether this is a clickable prototype, rough sketches that express a journey or even a simple questionnaire.