100+ shipped projects
Design systems. Product. AI.
Design systems.
Product. AI.
Design systems.
Product. AI.
18 years
cross functional collaboration
design leadership
design system development
design thinking
high fidelity ui design
front-end collaboration
product strategy & roadmap
prototyping
ux design
ux research & discovery
ai workflows
team mentoring
video editing
No big deal!
The Designer
The Thinker
The Architect
The Builder
The Enabler
The Pioneer
17+ years across in-house, agency and consultancy, spanning start-ups, scale-ups, government and global brands. Systems are where I’ve niched, but I was a designer first. I care how things look, behave, and make people feel… and I hold a component to the same bar as a hero screen.
The Designer
The Thinker
The Architect
The Builder
The Enabler
The Pioneer
17+ years across in-house, agency and consultancy, spanning start-ups, scale-ups, government and global brands. Systems are where I’ve niched, but I was a designer first. I care how things look, behave, and make people feel… and I hold a component to the same bar as a hero screen.
The Designer
17+ years across in-house, agency and consultancy, spanning start-ups, scale-ups, government and global brands. Systems are where I’ve niched, but I was a designer first. I care how things look, behave, and make people feel… and I hold a component to the same bar as a hero screen.
The Thinker
To me, a design system is a core service at the heart of modern product development. I start with research, get stuck in and unpick how teams really work and where things break down. More often than not, it’s a people problem. Then I put the principles, governance and roadmap in place to fix it.
The Architect
Multi-brand, multi-theme, multi-everything. I thrive at the complex end of design systems, where off-the-shelf just doesn’t cut it. There’s no one-size-fits-all, so I design architectures around an organisation’s quirks and constraints, built to scale without falling apart.
The Builder
I’m not an engineer, but I ship. As AI as a diligent pair-worker, I build the tools my system needs, like editors, pipelines and validators, and I work in the same repos as engineering. That means fewer handoffs and a much shorter gap between an idea and something people can actually use.
The Enabler
A system is only as good as its contribution model. I have designed workflows that let anyone propose, build and ship into the system. AI does the heavy lifting on specs, checks and docs and humans stay at the heart of the judgement and creativity. Lower barrier to entry, higher bar for quality.
The Pioneer
I’m leaning hard into AI-native design systems and AI-assisted workflows. I’m constantly playing, experimenting and testing to find where AI brings real, responsible gains and, just as importantly, where it shouldn’t be used at all.
Dragonpass
Password required
Taking a hugely underperforming login flow (32.6%) to a projected 65–82% success rate
deep discovery
digital brand
product design
Before: 32.6% login success rate
After: Projected range of approx. 65–80% login success (+32–50%)
Biometric opt-in: From 14% to 100% (user intent; actual may vary)
Customer support load: Major anticipated reduction
Taking a hugely underperforming login flow (32.6%) to a projected 65–82% success rate
deep discovery
digital brand
product design
Before: 32.6% login success rate
After: Projected range of approx. 65–80% login success (+32–50%)
Biometric opt-in: From 14% to 100% (user intent; actual may vary)
Customer support load: Major anticipated reduction
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
More..ish
Ready for review
Stamped out: a founder’s tale of the little loyalty app that could have been
end-to-end
branding
product strategy
Research, brand and MVP for a loyalty platform for small businesses
100+ vendors and 5,000+ users at peak
Scalable design system and voucher logic
£350k angel investment interest
Stamped out: a founder’s tale of the little loyalty app that could have been
end-to-end
branding
product strategy
Research, brand and MVP for a loyalty platform for small businesses
100+ vendors and 5,000+ users at peak
Scalable design system and voucher logic
£350k angel investment interest
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Tim Corrigan
Cassie literally saved our project.
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Tim Corrigan
Cassie literally saved our project.
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Tim Corrigan
Cassie literally saved our project.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
Hermes to Evri
Ready for review
From Hermes to Evri: shaking off a less than reputation with a UI and design system reinvention
design system creation
ui design
accessibility
Cross-platform UI refresh (web, app, POS)
Design system from scratch
New ways of working adopted org-wide
3M+ 5-star Trustpilot reviews post-rebrand
From Hermes to Evri: shaking off a less than reputation with a UI and design system reinvention
design system creation
ui design
accessibility
Cross-platform UI refresh (web, app, POS)
Design system from scratch
New ways of working adopted org-wide
3M+ 5-star Trustpilot reviews post-rebrand
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
Jupita
Coming soon
Building a highly granular,multi-brand design system
Building a highly granular,multi-brand design system
Multi-brand icons that actually work!
