Experience.
Director of Product Design
— EA Ventures
2025 - Present
Ventures is EA's strategic group exploring opportunities around and beyond our games. I lead design strategy across its initiatives, building the foundations, processes and cross-functional models needed for early-stage discovery, experimentation and market validation.
I lead the product design team behind the EA SPORTS App, bringing players closer to real sport through experiences beyond stats, scores and news — match predictions, virtual play-by-play, live participation, and World Cup concepts that let fans capture pieces of sporting history as they happen.
I also led web platform strategy for Battlefield 6, bringing Creative, Product and Engineering together around player-facing experiences connected to Battlefield Portal and persistent stat tracking. That work supported the largest launch in franchise history — more than 7 million players in its opening days — and a UKIE Game of the Year credit in 2026.
Alongside this I direct design for experimental AI-assisted game creation, enabling players to create, publish and share their own interactive experiences, and oversee design strategy across EA SPORTS ventures including connected platforms, live-to-virtual broadcasting concepts and the EA SPORTS FC Mobile companion ecosystem.
Senior Manager, Product Design
— EA.com & Marketing Innovation
May 2023 - Apr 2025
I was responsible for scaling EA's global web ecosystem across the full games portfolio, standing up and leading four design pods across the UK, Canada and Germany.
We rebuilt EA's web platform from the ground up, moving off a legacy Adobe CMS onto a modern stack with Contentful and TypeScript at its core. I created the design system that templatized the build — new sites in days instead of months across every EA IP, from Battlefield to The Sims to Star Wars. In the first year on the new platform, users grew 189% over the prior year, organic traffic rose more than 4.6x, average session duration was up 94% and engagement per session up 82%.
I supported the EA SPORTS FC24 brand transition across digital platforms — one of the largest rebrands in Electronic Arts history — and introduced new design operations, workflows and AI-assisted processes across distributed teams and venture projects.
Design became a closer strategic partner to our studio and brand teams: simpler foundations, stronger partnerships, and a conversation focused on creating better experiences for players rather than how to build them.
Senior Experience Designer
— Marketing Innovation
Aug 2022 - May 2023
I worked in an agile innovation group focused on rapid proof of concept: take a business problem, evaluate user needs through UX discovery, design and build a concept with engineering, then test the hypothesis with real players — often cycling through several concepts in a couple of months.
One of those concepts became EA SPORTS Highlighter. Our question was simple: what if players could share their experiences with our franchises rather than just consuming them? Highlighter turned FC25 players' in-game replays into shareable highlight reels without leaving the game. From launch, 41% of all players across console and PC used it — over 124M replays, 92M highlight views and 3.4M videos saved to the cloud. Its design and technology were later selected as the core camera system for Project Assist, converting live match data into playable in-game simulations.
I also led discovery for a user-generated content platform that informed future UGC programmes across Apex Legends, The Sims and Skate, and partnered with engineering leadership on generated in-game content pipelines within Unity-based prototypes.
Experience Designer
— Marketing Innovation
Apr 2021 - Aug 2022
I joined EA as Marketing Innovation's first in-house Experience Designer, evaluating market potential through UX discovery and research and leading principal design across creator tools, supporting apps and in-game features.
I established the group's UX validation practice, design process and to-market handoff across the full Discover, Define, Develop, Deliver flow — foundations the in-house product design team was later built on. I also led design exploration for an AI-assisted video generation initiative piloted across The Sims and Apex Legends.
Senior Product Designer
Joined TodayTix following the acquisition of Encore Tickets, supporting the company’s expansion as a leading digital ticketing platform for London theatre and live events.
Contributed to the redesign and evolution of core product experiences across web and mobile platforms, helping modernise the platform and support new technologies and services.
Led user research and product design initiatives for TodayTix’s native mobile app experience.
Developed reusable prototype libraries across Figma and Framer to improve collaboration, testing, and product iteration.
Helped evolve Kondo, TodayTix’s modular Figma-based design system, improving consistency and identifying friction across key user journeys.
Facilitated cross-functional design sprints across multiple time zones, contributing throughout discovery, definition, delivery, and iterative product development.
Ran regular design critiques, UX workshops, and collaborative working sessions with product, engineering, and executive stakeholders.
Senior Product Designer
Reported into the Chief Operations Officer to establish a new in-house UX and Product Design capability focused on improving conversion and customer experience across Encore’s ticketing platforms.
Led UX initiatives focused on checkout optimisation, customer journey improvements, and global payment integrations supporting international theatre audiences visiting London.
Established early testing and validation practices to support data-informed product improvements across the platform.
UX Designer
Led the redesign of RiskID’s web application experience, helping modernise the platform’s UX and UI ahead of a new product launch.
Worked closely with stakeholders to improve usability, visual direction, and information hierarchy across complex risk management workflows and assessment tools.
Simplified dense operational and analytical experiences into clearer, more accessible user journeys while maintaining the integrity and visibility of underlying risk data and metrics.
Helped align the platform with more modern web application standards and user expectations across navigation, interaction design, and overall product experience.
Senior UI Designer
2014 - 2018
Led UI design and front-end implementation across Wiggle’s global eCommerce platforms, supporting responsive experiences across desktop, tablet, and mobile.
Worked closely with product owners, designers, and engineering teams to deliver scalable and accessible customer experiences across multiple international markets.
Key contributions included:
Led UI design and front-end delivery for a major rebrand across 14 international Wiggle sites
Introduced more scalable front-end architecture using BEM methodology
Helped evolve shared design system practices across global platforms
Improved usability and consistency across customer journeys and digital touchpoints
Technical Web Designer
2013 - 2014
Supported digital marketing design and front-end creative delivery across Wiggle’s international eCommerce business.
Key contributions included:
Co-managed Wiggle’s email campaign system and responsive marketing templates
Introduced scalable localisation templates supporting expansion across seven languages
Supported campaigns for major global brands including Nike, Adidas, and Boardman
Collaborated with marketing and development teams to deliver responsive digital experiences
Delonghi
Specsavers
Browser Creative
Digit
AKQA
Recognition
& Education.
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I’ve been fortunate to build and lead incredible teams — Helping people grow, creating clarity around the right problems, and finding the right tools to solve them remains one of the most rewarding parts of my work.