AI Design Blueprint is a public governance standard and validation layer for agentic AI. I turned ten principles of supervised delegation into a public MCP server, an executable validator and replayable readiness reports. Its own bridge self-audit improved from <strong>35/F to 100/A over 14 iterations</strong>, while failures and limitations remained visible.

Converted anonymised tester feedback into shipped product fixes during the closed beta.

Improved the published bridge self-audit from failing readiness to certified top-grade readiness over 14 iterations.

Achieved top ratings for license, quality and maintenance in the Glama registry.

Converted anonymised closed-beta tester feedback into shipped product fixes.

A practical standard for governing agentic AI.

AI Design Blueprint

The 2015 BBC iPlayer TV Guide redesign, led as Senior UX & Interaction Designer in London. The goal: make live television fast and obvious to find inside a dense, multi-channel schedule, and rethink how viewers open a live programme, without losing the density that makes cross-channel browsing useful.

Reduced the time viewers needed to find a live programme.

Increased engagement after the TV Guide redesign.

Improved overall user satisfaction after the changes.

Reduced the time users needed to find live programmes, improving access to live content.

Increased engagement with the redesigned TV Guide experience.

Improved overall user satisfaction following the redesign.

Find live programmes across BBC and other channels.

BBC iPlayer TV Guide

The 2020 Direct Ferries post-booking app redesign, led as Lead Product Designer. After booking, ferry customers often don't know what to do, where to go, or whether their ticket will work at the port. I built operator-personalised, task-driven guidance (what to do, when, and where) to prevent missed sailings and cut support contacts.

Customer NPS improvement in customer satisfaction

Support contact reduction change in operational efficiency

Time efficiency reduction in operational efficiency

The quickest way to view, use and manage your booking

Post Booking Experience App

I led the product side of the loveholidays rebrand from 2023 to 2025, turning a new brand direction into shippable product across the highest-value booking journeys. The work had to land without hurting conversion at checkout, while removing the price ambiguity and buried reassurance that were making customers hesitate. It shipped in phases ordered by commercial risk, each one carrying agreed guardrails and a rollback trigger.

Reduced contacts per booking, particularly for pricing, inclusions, and cancellation themes.

Improved customer task success in understanding baggage, transfers, and board basis on the product detail page.

Reduced contacts per booking, with the largest decreases tied to pricing, inclusions, cancellation and change issues.

Improved click-through from search results pages to product detail pages after rebalancing the information hierarchy and filters.

Improved page loading performance through font subsetting and preloads, validated with real-user and lab performance testing.

Localisation became real during expansion, including the Germany launch as weloveholidays on 2 May 2023 , and brand expression deepened further with campaign activity such as the first national brand campaign on 1 Feb 2024 .

I led the product side of the loveholidays rebrand from 2023 to 2025, turning a new brand direction into shippable product across the highest-value booking journeys. The work had to land without hurting conversion at checkout, while removing the price ambiguity and buried reassurance that were making customers hesitate.

Shipping a new brand through the booking funnel without giving up conversion.

loveholidays Rebranding

A design-led, production-ready internal AI platform that made customer and business data explorable through natural-language conversation. Built for eight departments at loveholidays, it reduced analysis from weeks to seconds, cut manual analysis effort by more than two-thirds, and supported a shift from reactive reporting to proactive decision-making.

Reduced the time required for manual analysis during the internal beta.

Enabled exploratory customer and business data engagement across multiple departments during the beta.

A design-led, production-ready AI platform that democratised data, accelerated discovery, and helped us move from reactive reporting to proactive, AI-powered decision-making.

Internal Multi-Agent AI Data Platform

A trust-led Hotel Details Page rebuild for loveholidays, combining verified customer reviews, clearer room comparison and modular experimentation to help customers resolve booking doubts before payment.

Loveholidays launched its own integrated customer reviews as a public market milestone.

Rebuilding loveholidays’ hotel page around verified customer proof, clearer room decisions and expectation-setting before booking.

Hotel Details Page

MatchBoss was Squawka's free-to-enter, real-money football prediction product. I designed the consent, selection, submission, scoring and live-match experience across the Euro 2016 beta and the 2016 to 2017 Premier League season.

Performance improvement change in business outcomes

Average open rate for in-play emails across gameweeks 6 to 13.

Average click rate for in-play emails, the highest click rate among the emails sent.

Open rate for results emails, which was the highest email open rate.

Sign-up conversion improvement in conversion performance

Order conversion change in conversion performance

A full-season football prediction product where the game was easy to play, but difficult to return to.

Squawka MatchBoss

Virgin Media LineUp Builder was a Squawka-delivered Euro 2016 campaign tool. I designed a guided three-step lineup builder using live Opta data, teaching the mobile gesture before asking fans to create and share a team.

User engagement rate change in user engagement

A guided, mobile-first lineup builder that gave Virgin Media a way into the Euro 2016 conversation without tournament rights.

Virgin LineUp Builder

Lead Product Designer on the what3words map app, 2018. The company had a working address system and very few people using it, and the research found that the map was the barrier rather than the addresses. This is what we changed and what it cost.

Languages the three word address system was published in.

Average three word address length across the top 10,000 addresses per language, lowest (Chinese) to highest (French).

Longest three word address per language, lowest to highest.

Helps everyone talk about everywhere

what3words Map App

3WordPhoto extended what3words’ 3-metre addressing system into photography, allowing users to capture or import photos, refine their location, and embed a customizable three-word address label. The app supported personalized editing and sharing through social media, messaging apps, and links to precise what3words locations.

Supported international users across more than twenty languages at launch.

Embedded precise location addressing based on three-metre by three-metre squares.

Supported international users across more than twenty languages.

Making the place a photo was taken visible in the photo itself.

3wordPhoto App

An OCR-based mobile app designed for Mongol Post to scan what3words addresses, sort parcels into delivery-area bins, and calculate optimized delivery routes. The product addressed Mongolia's lack of consistent street addressing and vast, sparsely populated geography, improving sorting accuracy, delivery success, and operational efficiency.

Improved postal sorting accuracy for Mongol Post deliveries.

Reduced the time required to process each delivery by nearly three minutes.

Increased the share of deliveries completed successfully on the first attempt.

Improved parcel sorting accuracy in the delivered OCR app and partnership results.

Reduced the time required to process each delivery.

Sorts and routes deliveries by scanning a 3 word address, even offline.

what3words OCR Sorting & Delivery App

The project tested whether voice commands could provide a compelling and reliable way to request transportation, while demonstrating the commercial potential of integrating what3words with established ride-hailing services. Research and testing focused on voice-recognition accuracy, user trust, conversational interaction and seamless third-party API integration. The released concept received positive feedback from users, investors and partners for making taxi booking and destination entry more convenient.

Extended what3words compatibility across automotive products and smart-assistant platforms, demonstrating commercial adoption of precise voice-friendly addressing.

what3words resolved every 3m x 3m square worldwide, enabling precise voice-friendly destination entry for taxi booking.

The project tested whether voice commands could provide a compelling and reliable way to request transportation, while demonstrating the commercial potential of integrating what3words with established ride-hailing services. Research and testing focused on voice-recognition accuracy, user trust, conversational interaction and seamless third-party API integration.

Navigate to a 3 word address by just speaking it.

3wordTaxi App

skills

Define problem framing, success metrics, and AI-readiness (data, privacy, safety). Align stakeholders on scope, value hypothesis, and guardrails.

Concept Development

Low-fidelity flows for core tasks, agent handoffs, and conversational turns. Validate information architecture and decision points early.

Wireframing

High-fidelity interactive prototypes (web/mobile/voice) including LLM prompts, memory states, fallbacks, and safety/consent patterns.

Prototyping & Mockups

Experiment on copy, layout, and AI behaviours simultaneously; monitor guardrail breaches and quality KPIs alongside conversion metrics.

MVT (Multivariate Testing)

Run controlled tests across journeys and agent interventions; measure task success, latency tolerance, and perceived trust/safety.

A/B User Testing

Design for accessibility, performance, and device ergonomics; ensure conversational and multimodal UI scale across breakpoints.

Responsive Design

methodologies

End-to-end journey design, including agentic flows, error recovery, and measurable outcomes tied to product strategy.

User Experience Design

Design systems, tokens, and patterns for scalable UI; stateful components for AI responses, loading, and uncertainty.

User Interface Design

Micro-interactions, conversation turn-taking, confirmations, and safe-completion paths across touch, type, and voice.

Interaction Design

Roadmaps, dependencies, and cross-functional rituals; align Design, Product, Data, and Engineering on delivery and risks.

Project Management

Mixed-methods discovery and evaluative testing; measure trust, usefulness, and safety for AI-mediated experiences.

User Research

Specs, flows, and tokens with acceptance criteria; prompt/response contracts, error states, and analytics events.

Engineering Handoff

Inclusive design aligned to WCAG; keyboard/AT support, captioning, colour contrast, and alt paths for AI UI.

Accessibility

Scenario planning for agent skills, memory scope, escalation rules, and human-in-the-loop interventions.

Task Models & Scenarios

Operate in multi-disciplinary squads; co-create with Data/ML on evaluators, datasets, and guardrail policies.

Team Collaboration

Translate ambiguous goals into testable hypotheses; de-risk AI features with iterative prototypes and eval loops.

Problem-Solving

Define success metrics, funnels, and quality signals (hallucination, appropriateness, latency, abandonment).

Analytical Skills

Precise states (rollovers, focus, empty/error/loading), content limits, and deterministic fallbacks.

Attention to Detail

Privacy-first handling of data; align with legal/compliance for consent, retention, and model-usage transparency.

Confidentiality

Design reusable prompts/system messages, tool schemas, and contracts; minimise hallucinations and enforce constraints.

Prompt & System Design

Embed/Vector search, chunking, citation UX, freshness policy, and retrieval quality evaluation.

RAG & Knowledge Systems

Design agent skills/tools, routing, and escalation; define handoffs and success/failure policies (MCP-style patterns).

Agent Orchestration

Profile, session, and cross-session memory with consent; TTLs, redaction, and user controls.

Long-term Memory Design

Policy design, content classifiers, red-teaming, jailbreak resistance, and safe-completion UX.

Safety & Guardrails

Offline/online evals, golden sets, pairwise ranking, and human-in-the-loop reviews for quality regression control.

AI Evaluation

Tracing prompts/responses, error taxonomy, latency budgets, token usage, and feedback loops.

Observability & Telemetry

Model selection, caching, batching, fallbacks, and token/cost budgeting tied to SLAs.

Performance & Cost Ops

Intent modelling, turn-taking, confirmations, repair strategies, and tone/UX writing for AI.

Conversational UX

Image/document tools, vision inputs, and outputs; structured responses with attachments and previews.

Multimodal Design

Latency-aware voice UX, barge-in, confirmations, and accessibility for speech experiences.

Voice (ASR/TTS)

Consent UX, data retention, PII redaction, DPIA alignment, and model-usage transparency.

Privacy & Compliance

Escalation to experts, review queues, and corrective labelling to improve models and UX.

Human-in-the-Loop

Systematic probing for prompt injections, data leakage, bias, and unsafe outputs.

Explore the Case Studies