What I do

I help businesses build digital products and services that people love! I believe that empathy is the foundation of all successful products and businesses. The best way to achieve an understanding of people's needs and motivations is to approach design in a human-centric way.

Design Thinking

Using the design thinking process I aim to turn noise and uncertainty into clarity and focus. This process inherently lowers risk, helps build empathy and product-market fit.
The Process of Design Squiggle by Damien Newman

1. Empathise

Understanding the human needs involved.
e.g. HMW, User Journey Mapping, Experience Mapping, User Interviews, Diary Studies and Importance/Difficulty Matrix.

2. Define

Re-framing/defining the problem in human-centric ways.
e.g. Success Metrics, Golden Path, Hypothesis Statements, Assumptions Mapping, Business Model Canvas and Value Proposition Canvas.

3. Ideate

Creating ideas in ideation sessions.
e.g. Comparable Problem, Worst Possible Idea, Boot Up Note Taking, Crazy 8's, Solution Sketching, Dot Voting and Decision Matrix.

4. Prototype

Adopting a hands-on approach in prototyping.
e.g. Storyboard, Visuals, Mockups, Interactive Prototypes and Simple Landing Pages.

5. Test & Validate

Developing a prototype/solution to the problem.
e.g. Cognitive Walkthroughs, Usability Study, Tech Review and Stakeholder Review.


Gamification is the application of game-design elements and game principles in non-game contexts. Once you have a solid understanding of what motivates your customers, you can start to apply the characteristics of game elements to align your business metrics.

Get in touch

Feel free to contact me. I'm always open to talk about projects, partnerships and opportunities.