Seventeen years in regulated financial services have given me an unusual mix: a designer's eye for craft, and the commercial instincts of someone whose work has to stand up to regulators.
About Me
I work across brand and product because customers don't experience them separately.
My background spans brand, UX/UI and product design. Seventeen years at Admiral, Hastings and Staysure taught me that insurance design is never just a design problem. Regulation, commercial pressure and customer anxiety are always part of it. Now I'm the only designer at a stealth insurtech, building direct-to-consumer insurance journeys from scratch.
Here, brand and product aren't separate projects. I'm designing quote and buy, the website, lifecycle communications and account journeys for three brands as one connected experience, on a shared design system. I work directly with the founders, engineering and compliance, and every decision has to stand up to FCA rules and Consumer Duty, not just look good in Figma.
I've built my workflow around Claude. I design components and pages in Figma and Storybook side by side, test ideas in code before anything is built, and automate the repetitive production. I've also built a Claude knowledge base on FCA guidance, Consumer Duty and WCAG that checks designs and copy as I go. It doesn't replace compliance sign-off, but it gets work 70–80% of the way there before compliance reads it, so sign-off is quicker.
Before this, I was Head of Creative and Design Lead at Staysure, covering brand campaigns, quote journeys and lifecycle communications. The quote journey redesign lifted start-to-sale conversion by 5% and auto-renewal by 10%, and the Dream Big campaign reached 86% positive sentiment and 39% ad recall within three months.
At Hastings Direct I worked on UX/UI across the website, quote engine and app, led an accessibility audit of 1,400 design system components, and completed Nielsen Norman Group courses in UX roadmaps, service blueprinting and usability. Before that, I spent 13 years at Admiral across digital, print, UX and brand, becoming Senior Designer.
Work experience
Download Resume
Head of Design
Insurtech start-up (in stealth)
2026 - Present
Head of Creative
Staysure
2025 - 2026
UX Design Lead
Staysure
2023 - 2025
Senior Product Designer
Hastings
2022 - 2023
Senior Designer
Admiral Group
2009 - 2022
Head of Design
Insurtech start-up (in stealth)
2026 - Present
Head of Creative
Staysure
2025 - 2026
UX Design Lead
Staysure
2023 - 2025
Senior Product Designer
Hastings
2022 - 2023
Senior Designer
Admiral Group
2009 - 2022
Head of Design
Insurtech start-up (in stealth)
2026 - Present
Head of Creative
Staysure
2025 - 2026
UX Design Lead
Staysure
2023 - 2025
Senior Product Designer
Hastings
2022 - 2023
Senior Designer
Admiral Group
2009 - 2022
Interests
Outside of work…
My role as a Senior UX/UI Designer at Hastings Direct allows me to demonstrate my eye for detail, an ability to showcase consistently high quality outcomes across varied mediums, and display my multi-tasking, organisation and communication skills.
Before Hastings, I spent 13 years at Admiral, the last 4 as a Senior Designer. I’ve had the opportunity to work on a number of varied projects that have given me exposure to web, print, UX/UI, the opportunity to direct photoshoots and even help to write TV commercial scripts.
My experience has shaped me into a designer who has the ability to take on any creative challenge and produce a high standard of work.
Skillset
My core skills are traditional: brand, UX/UI, product design and visual craft. Figma and Adobe tools are still central, but the way I work has changed. I use Figma and Claude together to take journeys from early thinking to working prototypes quickly, with Codex and Framer helping on the build. I still use Midjourney where it fits, though less than I used to.
Interests
Outside of work…
Most of my time outside work is spent with my family. I also love photography and have swapped the perfection of a smartphone camera for carrying a proper camera around. It’s the imperfections that give photographs character, not bloody HDR. I collect trainers and spend far too much money adding to them. I’ll also find a way to bring Leicester City winning the Premier League in 2016 into almost any conversation. Good coffee and a biscuit work as a distraction.
© 2026 All rights reserved
© 2026 All rights reserved
© 2026 All rights reserved