Made Tech
Strategy & Design PrincipalFeb 2026 – Sep 2026
Client scope, business cases and senior investment decisions; evidence-led innovation and complex service discovery.
Experience, with range.
Request a full CVSelected experience
Zühlke
Principal Business ConsultantAug 2021 – Dec 2025
Business and design strategy across regulated industries, AI innovation, product transformation and delivery.
AXA Health
Experience Lead / Head of UX (by LovedBy)Apr 2020 – Jul 2021
Multidisciplinary design leadership, clinical co-design and digital health propositions.
EPAM Systems
Lead Experience DesignerAug 2017 – Mar 2020
R&D discovery, product design and international design systems.
TUI / LateRooms
Senior UX DesignerJun 2010 – Jul 2014
Designed hotel booking experiences to improve online conversion.
TBWA
Interaction DesignerNov 2008 – Mar 2010
Designed award-winning digital campaigns for global brands.
Microsoft
Interaction Designer (intern)Sep 2005 – Sep 2008
Digital design for the Microsoft MSN community (Shanghai).
Top skills
- Business case and proposal building
- User research and user testing
- Service design and journey mapping
- UX/UI design and rapid prototyping
- Information architecture and design systems
- Human–AI interaction and responsible AI
- Product discovery and requirements gathering
- Workshop facilitation
Thought leadership
- Podcast guest: CX and Business Transformation
AWS Worldwide Podcast - Speaker: Inclusive Design
Women in Business and Tech Conference - Podcast guest: Ethnic Minority Women at Work
SheCanCode - Author: Inclusive project delivery
Industry white paper - Author: Consumer Duty in UK financial services: an opportunity to enhance customer experience
Financial services industry white paper