AI applied where it actually earns its keep.

Artificial intelligence (AI) is the ability of computer systems to perform tasks that would normally require human intelligence, such as understanding language, recognising patterns, generating content or making predictions. For most organisations, AI isn’t about replacing people. It’s about helping people work more efficiently, make better decisions and automate repetitive tasks while keeping appropriate human oversight.

AI can support many different areas of a business, from analysing large amounts of information and improving customer support to accelerating content creation and automating repetitive processes. The biggest opportunities usually come from improving existing workflows rather than introducing entirely new ones. Successful AI projects begin with a clear business problem rather than a desire to use AI for its own sake.

Not necessarily. AI is a tool, not a strategy. Some organisations can achieve significant improvements through AI, while others will see greater value from improving existing processes before introducing new technology. The most important question isn’t “How can we use AI?” but “What problem are we trying to solve?”

Traditional AI is often designed to analyse data, recognise patterns or make predictions based on predefined objectives. Generative AI creates new content, such as text, images, code or audio, in response to prompts. Tools like large language models can accelerate many types of knowledge work, but they still require human judgement, review and oversight to ensure the output is accurate and appropriate.

No. AI can help analyse information, generate ideas and accelerate parts of the design process, but it doesn’t understand organisational context, stakeholder priorities or the lived experiences of your users. The strongest outcomes come from combining AI with human expertise rather than treating AI as a replacement for strategic thinking or user-centred design.

Human-in-the-Loop (HITL) means AI supports decision making rather than making important decisions on its own. People remain responsible for reviewing outputs, applying judgement and deciding how AI-generated recommendations should be used. This approach improves reliability, reduces risk and helps ensure AI is used responsibly, particularly where business-critical decisions are involved.

The best place to start is by understanding the problem. If AI can genuinely improve efficiency, reduce repetitive work or help people make better decisions, it may be the right choice. If the underlying process is already unclear or ineffective, introducing AI often makes the problem more complicated rather than solving it.

Start small. Focus on a specific problem where success can be measured, involve the people who will use the solution and build in appropriate human oversight from the beginning. Organisations that treat AI as part of a wider product and service strategy are far more likely to achieve meaningful, sustainable results than those adopting it simply because it’s new.

There are times when an agency is the right choice, particularly if you need a large multidisciplinary team working across multiple workstreams. If you’re looking for senior expertise, an independent consultant offers a different way of working. You’ll work directly with the person delivering the engagement from start to finish, without account managers, handovers or layers of communication. Decisions are made faster, the work stays consistent and you benefit from experienced advice that’s focused on solving your problem rather than managing a project. For many organisations, it’s a simpler, more flexible and more cost-effective way to access senior product, UX and user research expertise.

I’m based in Manchester, UK and work with organisations across the UK, Europe and internationally. Most engagements are delivered remotely, although I’m always happy to travel when a project benefits from working together in person.

Yes. Most engagements are delivered remotely using Microsoft Teams, Google Meet or Zoom. Working this way keeps projects flexible, efficient and cost-effective while making it easy to support organisations wherever they’re based.

Yes. While most projects are delivered remotely, I’m happy to travel throughout the UK and internationally for workshops, stakeholder sessions, discovery activities and key project milestones where needed.

Absolutely. Most organisations I work with already have product managers, designers, researchers, developers or delivery teams in place. My role is to strengthen your existing capability by providing additional expertise, independent thinking or senior support where it’s needed most.

Yes. I’ve worked with startups, scale-ups, SMEs, agencies, charities, public sector organisations and global enterprises. Every engagement is tailored to your goals, regardless of the size of your organisation.

Yes. Much of my work involves commercially sensitive products, confidential research and government services. I’m happy to sign NDAs and regularly work with organisations where confidentiality is essential.

The fixed-price services are designed around the most common types of engagement, but every organisation is different. If you need something broader or a combination of services, I’ll put together a bespoke proposal based on your goals and the support you need.

Availability changes throughout the year, but many engagements can begin within one to two weeks. If you have a specific deadline or urgent requirement, let me know and I’ll always do my best to accommodate it.

That depends on the engagement, but I always aim to make the best use of your team’s time. Most projects start with a short kick-off session, followed by regular check-ins as findings and recommendations are shared. Before any work begins, you’ll know exactly what’s expected and when.

It starts with a conversation. We’ll discuss what you’re trying to achieve, where you’re experiencing challenges and whether one of the fixed-price services is the right fit. If not, I’ll recommend a more suitable approach based on your goals.