17 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. 17 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 3 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 prototype whole journeys in high fidelity before anything is built, break them into reusable components, and automate the repetitive production. I've also built a design layer on the company's Claude knowledge base that checks designs and copy against FCA guidance, Consumer Duty and partner business rules 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 headhunted from Hastings to join Staysure, where I spent 3 years and was promoted twice. As Design Lead I covered all Staysure creative across product, brand and marketing, and led the design of the quote journey redesign, which lifted start-to-quote-to-sale conversion by 5% and auto-renewal by 10%. As Head of Creative I led creative direction for the rebrand through a hiring freeze, and co-led the Dream Big campaign, which reached 86% positive sentiment and 39% ad recall within 3 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 that became a 12-month roadmap, and completed Nielsen Norman Group courses in UX roadmaps, service blueprinting and usability. Before that, I spent 13 years at Admiral, promoted from Middleweight to Senior Designer. I rebuilt email for 7 brands as a modular, responsive system that lifted open rates by 57%, designed a policy document system that cut turnaround from 2 weeks to 2 days, and managed 2 designers.
Work experience
Head of Design
Insurtech start-up (in stealth)
2026 - Present
Head of Design
2026 - Present
Insurtech start-up (in stealth)
Head of Creative
Staysure
2025 - 2026
Design Lead
2024 - 2025
Senior Product Designer
2023 - 2024
Head of Creative
2025 - 2026
Staysure
Design Lead
2024 - 2025
Senior Product Designer
2023 - 2024
Senior Product Designer
Hastings
2022 - 2023
Senior Product Designer
2022 - 2023
Hastings
Senior Designer
Admiral Group
2017 - 2022
Middleweight Designer
2009 - 2017
Senior Designer
2017 - 2022
Admiral Group
Middleweight Designer
2009 - 2017
Lead Designer
Triptych Marketing
2005 - 2008
Lead Designer
2005 - 2008
Triptych Marketing
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.
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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.
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