COLLABORATION
Work together properly
The best outcomes happen when teams collaborate openly rather than working in isolated silos.
20+ YEARS EXPERIENCE ACROSS
AGENCY
Salmon · Tecmark · TMI Group · Miribase · thisisLDA · Hidden Creative · Positive Advertising · Just Search · Creative Spark · Michael Brennan Associates · WR Wilmers Respondek · Huddle Media
I spend most of my time fixing digital productsthat made perfect sensein a meeting.
Principles that don’t bend
PRAGMATISM
Focus on what matters
Not every problem needs a huge redesign. Often the best solution is a small change in the right place.
HONESTY
Say what needs saying
Good work sometimes means challenging assumptions. Honest feedback usually leads to better outcomes.
INTEGRITY
Do the work properly
Shortcuts and questionable tactics usually create bigger problems later.
Who I’ve worked with
A selection of companies I’ve worked with across digital, product, and transformation.
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What this actually looks like
20+
YearsNot just time, pattern recognition. Enough to know what works, what doesn’t, and where things usually break.
What this actually looks like
200+
ProjectsSome needed small fixes. Others needed starting again. Knowing the difference is where the value is.
What this actually looks like
120+
ClientsDifferent pressures, different expectations, same goal. Cut through the noise and get to what actually matters.
What this actually looks like
25+
IndustriesPatterns repeat, context changes. Experience is knowing what transfers and what doesn’t.
What this actually looks like
7
CountriesDifferent cultures, different ways of working. Clarity matters more when nothing else is shared.
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Start with the experience
Everything begins with the people using it.
Understanding behaviour, mapping journeys, and uncovering where friction appears usually reveals far more than internal assumptions. Once you see how people actually interact with a product, the direction forward becomes much clearer.
Shape the product direction
Good products come from clear thinking.
Strategy isn’t just about roadmaps. It’s about identifying the opportunities worth pursuing and aligning teams around what will actually move the product forward.
Bring modern thinking
Digital products evolve faster than most organisations.
New patterns, technologies, and expectations appear constantly. Staying aware of how the landscape is changing helps ensure products don’t quietly fall behind.
Create better experiences
Great products feel simple even when the system behind them isn’t.
Design is often about removing complexity rather than adding features. Clear journeys and intuitive interfaces can transform how a product feels to use.
Explore new ideas
The best solutions usually appear after a few experiments.
Concepts, prototypes, and experiments help teams test possibilities before committing to them. It’s a fast way to uncover better approaches.
Validate what works
The fastest way to improve a product is to test it.
Observing real users interacting with prototypes or products reveals where assumptions hold up and where they don’t.
Work with the team
The strongest products come from strong collaboration.
The best outcomes happen when designers, engineers, product managers, and stakeholders are aligned around a shared understanding of the problem.
Make teams proactive
The goal isn’t fixing problems forever. It’s stopping them happening.
It’s creating clearer processes, better decision paths, and a product culture where teams can focus on improving experiences instead of constantly reacting to issues.
All the expertise.
None of the recruitment.
Immediate impact
No lengthy ramp-up period needed.
Flexible engagement
Bring me in when the work demands it.
Independent perspective
Fresh thinking when teams get stuck.
No hiring overhead
No labourious recruitment cycles to navigate.
Senior experience
Twenty years solving these problems.
Focused attention
Time spent where it actually matters.
Works with your team
Design, product, engineering, marketing, sales - whoever’s involved.
Join for the work that matters.
Step away when it’s done.
LET'S WORK TOGETHER
Ready to improve your product?
UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer
01/20