Hi, I’m Dan.
I help teams understand complex problems, make better decisions and design products that people trust.
I design products that simplify complexity and help people make confident decisions.
With more than 20 years in design and over 8 years specialising in digital products, I've helped startups, scale-ups and established organisations solve complex problems across healthcare, cybersecurity, financial services and ecommerce.
I enjoy taking products from discovery through to delivery, working closely with Product Managers, Engineers and stakeholders to understand complex problems before designing simple, intuitive solutions. Whether I'm improving care delivery, simplifying secure networking or modernising customer journeys, my goal is always the same: create products that are useful, accessible and deliver measurable outcomes.
I believe great product design isn't just about creating polished interfaces. It's about understanding people, asking the right questions and making informed decisions that balance user needs, business goals and technical constraints.
I'm naturally curious and enjoy exploring problems from different perspectives. I like collaborating with cross-functional teams, challenging assumptions and testing ideas early, because the best products come from building the right thing, not simply building things right.
Alongside my day-to-day design work, I regularly explore new tools and AI-assisted workflows to speed up research, ideation and documentation, while keeping people and good judgement at the centre of every decision.
About me
Every project is different, but my approach remains consistent.
I begin by understanding the problem before thinking about solutions. Through research, workshops and collaboration, I work with teams to uncover opportunities, challenge assumptions and build a shared understanding of what success looks like.
From there, I explore ideas through sketches, wireframes and prototypes, validating concepts with users and stakeholders before moving into delivery. I enjoy working closely with engineers throughout implementation, ensuring the final product stays true to the original vision while remaining practical, accessible and scalable.
Across every project, my aim is to remove complexity, build confidence and create experiences that genuinely help people.
Discover: Understanding users, business goals and technical constraints through research, interviews and collaboration.
Define: Synthesising insights, identifying opportunities and aligning teams around the right problem to solve.
Design: Exploring ideas through sketches, wireframes, prototypes and high-fidelity design, iterating quickly with feedback.
Deliver: Working alongside engineers through implementation, QA and continuous improvement to ensure successful outcomes.
How I work
Product Strategy and Discovery
I enjoy getting to the heart of complex problems through research, workshops and collaboration. By bringing together user needs, business goals and technical constraints, I help teams make confident product decisions from the very beginning.
Experience Design
From early concepts to polished interfaces, I design intuitive digital experiences that are accessible, scalable and easy to use. I believe thoughtful interaction design should simplify tasks, reduce friction and support people in achieving their goals.
Design Systems
I create and evolve design systems that improve consistency, strengthen collaboration and make products easier to build and maintain. Shared foundations help teams move faster while delivering a more cohesive experience.
Delivery & Collaboration
I enjoy working as part of cross-functional teams, partnering closely with Product Managers and Engineers throughout delivery. From design documentation and developer handover to QA and iteration, I stay involved until the product is in users' hands.
Visual Design
With more than two decades of visual design experience, I bring a strong understanding of layout, typography, illustration and brand systems to every product I work on. Good visual design doesn't just make products look better; it helps make them easier to understand.
What I bring
The best products don't draw attention to themselves. They quietly remove complexity, help people make confident decisions and create experiences that feel effortless.
Whether I'm designing healthcare platforms, cybersecurity products or ecommerce experiences, that's the standard I aim to bring to every project.
My design philosophy
The outdoors is where I feel most at home. Whether it's walking, surfing, paddleboarding or taking an early morning swim at my local lido, I love being outside. It's my way of switching off, recharging and finding a bit of perspective after a busy week.
I'm also a huge sports fan. You'll regularly find me at Twickenham or Edgbaston watching rugby and cricket, and if I get the chance, I'll happily join a five-a-side football game. I keep active with regular cardio sessions at the gym too, although I've never quite developed a love for lifting weights.
Away from sport, I enjoy lino printing and illustration, and I'm a lifelong Doctor Who fan who regularly co-hosts a podcast exploring the TV stories, books and audio dramas with a group of friends.
Outside of design
See the impact behind the work
Download my CV to learn more about the products I’ve helped shape, including measurable improvements in user experience, operational efficiency and business outcomes.
PDF • Updated March 2026