I went freelance in August 2022. My clients include ZOE, Headway, Sidechat, YikYak, Digi2al, Projects by IF, Public Digital, Delib, Harambee and Content Design London. I’ve worked on projects with Google, the Inter-American Development Bank and more.

My work is wide-ranging - and includes design sprint planning and facilitation, system design, product design, product strategy, developing training, video production and scripts, content design, hiring and coaching.

Topics and focus include youth unemployment, behavioural change, health and wellbeing, trust and safety, responsible technology by design, org structure, design patterns and systems, co-design and design thinking.

I was a founding member of our Customer Support org, leading content and service design. I defined short, medium and long-term strategy on how we provide effective customer support for 3 billion users.

My focus was defining training and day-to-day guidance and system design for agents working our live-chat jobs, plus our conversational design and machine learning/automation strategy.

I also led early thinking on using sentiment analysis to direct queries and AI to help direct and solve customer support issues, focusing on taxonomy, schema design, information architecture and data governance.

Other parts of this role included coaching, mentoring, operational and capability change planning and working on internationalisation strategy.

I worked on product experiences relating to content moderation across Facebook, Instagram and Messenger, tackling some of the biggest issues across the internet and society and working across endless tradeoffs and the spectrum of digital literacy around the world.

I built 0-to-1 experiences including user reporting, warning screens, takedown experiences and the Oversight Board, and supported strategy around global elections, plus our COVID-19 response.

I led an initiative across product groups to create a design system built around reusable components that could scale across a multitude of products and platforms.

My work directly led to behavioural change (global reductions in hate speech), million-dollar savings, improvements in perception of fairness and new industry standards.

Upon joining Facebook London as our first local Content Design hire, I led content design for the v0 launches of Facebook and Instagram Stories.

My work here included product naming, internationalisation, growth and scaling, internationalisation and accessibility.

As well as Stories, I also worked on Spark AR Studio and naming how camera effects showed up in-product.

I founded and built up a design team of 5, bringing design to the forefront of HMRC's digital transformation.

Impact was focused on business tax transactions - on onboarding, service blueprints, research methodology, journey maps, microcopy and help text.

I built up a community of practice and strong working relationships and sharing practices across the design disciplines.

I managed a team to transform content on consumer rights, reducing 950 articles down to 30 and increasing utility, SEO and clarity along the way.

I drove an overhaul of immigration content for advisers in bureaux around the UK, helping volunteers navigate their way to answering the top incoming questions.

In my hybrid role, I was responsible for unblocking the team, validating user needs and commissioning research - as well as mentoring the broader product team and creating quality control processes.

I was part of the award-winning team that won the Design Museum's Design of the Year 2013 and black and yellow pencils (for content) in the D&AD Awards 2013.

I worked on user experiences crucial to millions of people in the UK - including passports, Child Benefit, Universal Credit, State Pension, parole, divorce, driving, intestacy and setting up a business in the UK.

I was responsible for launching GOV.UK and transitioning hundreds of agencies (eg HM Courts and Tribunals Service) onto the government's revolutionary single domain.