Four cases

Building a design organisation then widening what it was allowed to own

Toyota Connected Europe  ·  2018 to 2026

Mine to build and to answer for. Built from nothing, run for seven years, sold engagement by engagement.

• 2 to 40+designers at peak, across six disciplines
• £10minternal revenue in its peak year
• 1 of 3recognised core competencies of the business
• #1permanent retention rate in the company

A US app in Europe from 1.9 stars to 4.6

MyToyota and Lexus Link+  ·  2023 to 2026

The team I had built was already in place, run by a design manager who had the client's trust.

• 2,164survey responses before a screen was redrawn
• 4 roundsof usability testing, funded and held to target
• 1stfully implemented design system in a Toyota app
• 13 monthscomplaint driver to differentiator

Two products, two markets as designer and as leader

Songkick and Dopay  ·  2008 to 2018

Eight years at Songkick from seed through Series C, then Dopay from concept to a live service. On both I designed the product myself and built the design team around it.

• #7employee at Songkick, from seed through Series C
• 10mmonthly active users on Songkick
• 85%adoption three weeks after Dopay launched
• $18mSeries A that followed at Dopay

Two AI products this year one shipped and one in pilot

PrepCall and Emotrix  ·  2026

PrepCall, an AI voice coach I designed, built and shipped myself. Emotrix, the interpretation layer above the engines, now in a live pilot under NDA.

• 5.6k to 34k+prompt characters, session one to four
• 20 minlive empathic voice conversation per session
• Article 5the EU AI Act rule that set the product's direction
• 2 productsdesigned and built, one live, one in pilot