Founder & Executive Director
I co-founded Foolproof with Tom Wood back in 2002. Today I work across a range of clients, particularly in the roles of Experience Planner and Client Partner.
In my role as an Experience Planner, I ensure that our design teams have access to the right insight to respond appropriately to the business and creative challenges faced by our clients. Foolproof’s evidence-driven design philosophy is built on the foundations of a deep understanding of human behavior, and brave creative thinking. Within the project, the experience planner challenges the team to explore further, be bolder, and seek the best possible design solutions.
My client partner role involves supporting our client service team in looking after the interests of some of our largest and longest standing client relationships. It allows me to help senior stakeholders create a vision and strategy for experience design within their organization, and over the last 15 years I have gained a wealth of valuable experience within ecommerce and experience design that those clients can draw upon.
My particular interest at the moment is understanding the developments that are going to influence all of our lives over the next 5 to 10 years, in particular the role that technology is going to play in linking the digital and physical worlds together. The impact of these connections on consumers and brands is going to be every bit as revolutionary as the emergence of ecommerce itself, and organizations need to start preparing for that now.
I’m a regular speaker at conferences, I write regularly in our blog, and I’m a shamelessly avid networker. I also try and get along to various digital, design and technology meet-up groups when I can.
Prior to starting Foolproof, I was Marketing Director at Virgin Money and was lucky enough to be part of the founding team of that business way back in 1995. It was there that I first experienced a lot of the things that have since been embedded in the culture of Foolproof; work hard, play hard, and obsess about customers.
Outside of work I can often be found on my road bike, or with friends probably drinking and eating too much, and I am still perfecting my permanent role of “embarrassing dad”.