Product Lead at Indicatura (2021-09 – Present)
Indicatura is an engineering consultancy specialising in decision intelligence and optimisation across commercial and defence sectors. Over five years, I progressed from product design and UX into product strategy, commercialisation and product leadership, combining customer experience with strategic and commercial thinking.
- Set product strategy across a 4-product SaaS portfolio, aligning vision, roadmap and investment with customer needs, commercial opportunities and business goals, with a focus on reducing friction and accelerating Time-to-Value (TTV).
- Led product commercialisation and GTM, translating complex technical capabilities into scalable enterprise propositions and shaping positioning, messaging and sales enablement to support market adoption.
- Translated strategy into roadmaps and OKRs. Balanced customer value, commercial opportunity, feasibility, and resources to focus execution on priorities.
- Solutionised the core product for expansion into new markets, opening new revenue opportunities and extending the product's commercial potential.
- Identified and championed an AI product opportunity to turn existing analytical engines into intelligent agents, enabling machine assets to calculate whole-life value in real time and opening a new commercial application for existing IP.
- Enabled value-effort prioritisation. Aligned executives and engineering on high-value tasks, boosting a key initiative by 60%.
- Restructured and upscaled sprint capacity across a 10+ person analytics team, removing operational bottlenecks, reducing turnaround times by 25% and improving the team's ability to respond proactively to business priorities.
- Unified Product, Engineering, Analytics, Consultancy, Marketing and Commercial teams around shared product goals, strengthening collaboration and creating clearer alignment between product investment, customer needs and business outcomes.
- Identified and mitigated risks for enterprise products. Managed dependencies, resources, and priorities to protect delivery and business outcomes.
- Mentored and coached junior consultants and colleagues, sharing product, UX and discovery practices to build capability, improve confidence and support professional development.
- Created and implemented a design system across 4+ products, reducing design-to-development handoff time by 30% and improving consistency and scalability across the product portfolio.
Senior Product Designer at ROI Ltd (2020-09 – 2021-09)
SaaS provider delivering connected fleet sales solutions for leading automotive manufacturers and retailers, helping them win customers, grow agreements, retain fleets and reduce cost-to-serve.
- Designed and led UX solutions for global automotive brands including BMW, Peugeot, Renault, and Škoda, improving user engagement by 30%.
- Used A/B testing, user feedback, and analytics to identify product improvements and recommend roadmap priorities to Product and Engineering leadership, contributing to a 25% increase in user engagement.
- Translated complex business and technical requirements into intuitive, scalable digital experiences, balancing user needs with commercial and delivery considerations.
- Defined UX strategy and worked closely with Product and Engineering teams to shape product direction, requirements, and delivery.
Freelance Product & UX Consultant at HansenDesign (2020-03 – 2020-09)
- Delivered product and UX projects for clients including BBC, Debenhams and Andrew Collinge.
- Designed customer-focused web, mobile and SaaS experiences, adapting solutions to different audiences and business needs.
- Supported clients with product discovery, UX strategy and digital transformation, translating business goals into practical digital solutions.
- Advised on branding and digital experience, helping clients strengthen their market positioning and customer experience.
Product Designer at ITAnswers (2019-04 – 2020-03)
Technology partner providing cloud, IT and software solutions for businesses.
- Led an internal business platform from discovery through to implementation, improving operational efficiency by 40%.
- Defined user stories, product requirements, and UX strategy, working with stakeholders and developers to translate business needs into practical product solutions.
- Led the company rebrand and digital experience across web and marketing channels, ensuring a consistent customer-facing experience.
- Managed software delivery projects and maintained relationships with key agency clients, coordinating design, development, and delivery.
UI UX Designer at Coffee Fuelled (2014-09 – 2019-04)
Digital agency delivering websites, eCommerce platforms and digital products across multiple industries.
- Supported user research, discovery, and usability testing to understand user needs and improve digital experiences.
- Designed responsive websites and eCommerce platforms using a mobile-first approach.
- Applied UX principles, usability, and an understanding of user behavior to create intuitive digital experiences.
- Worked within Agile teams, collaborating with developers and presenting designs to stakeholders.
- Created reusable design systems and UI components to improve consistency across digital products.
- Used analytics, SEO, and A/B testing to identify opportunities to improve user experience and conversion.
