Product Design & Research Leader
I build and scale design teams that innovate, stay curious, and drive real impact.
During my time at Spotify, Meta/Oculus and Welltech I led product strategy and partnered with CPOs, CEOs and executive peers to shape what gets built, and why.
Selected work
Product leadership · Retention & growth
AI Wellness App & Design Team Scaling
Built and led a 30+ person multidisciplinary team (designers, researchers, writers, and managers) across a portfolio of B2C health and behaviour-change products. Delivered a redesigned core app experience driving +7% first-time usage and −11% churn. Launched Return, an AI-driven wellness app with +13% higher retention.
Welltech
Product design · Subscription growth
Spotify Wrapped
Led the team building the annual personalised experience that became one of the most culturally shared moments in streaming. Shipped to 400M+ users across 180+ markets, driving measurable subscription growth and brand engagement year on year. The challenge wasn't making it beautiful, it was making it feel personal at scale, for hundreds of millions of people at once.
Spotify
0→1 product · Spotify Premium
Lossless Audio Streaming
Led the team for Spotify's lossless audio tier from zero to launch including research strategy, concept definition, and end-to-end product experience. Required building a cross-company shared understanding of what "quality" means to different listener types, and translating that into something felt, not just heard.
Spotify
Innovation · AR/VR
Oculus Go & Oculus Quest
Early design and research leader at Oculus, helping establish the UX frameworks and design principles for Meta's social VR platform. Led insights for Oculus Go — winner of Best Product at CES — and Oculus Quest, Meta's first 6DOF headset. Also shipped Workrooms and Venues, shaping how millions work and socialise in VR.
Meta / Oculus
Thinking
Coming soon
Design for Failure
Most design frameworks celebrate the "happy path" - the seamless, idealised journey where users make no mistakes. But real life rarely works that way. This book argues that failure is not just inevitable but essential to good design. By learning from failure, predicting it, and designing for it, we build products that are more resilient, more empathetic, and ultimately more successful.
In progressSpotify Insights · 2021
4 myths about tactical research
The tactical/strategic split in UX research is a false dichotomy and believing it limits the impact of the work. A case for why tactical research, done right, is some of the most powerful work a researcher can do.
Read on Medium →About
Good design isn't decoration. It's the earliest form of product thinking. The best designed products I've been part of started not with a brief, but with a question: what does this person actually need, and why?
I've spent my career building and scaling multidisciplinary design, research and writing teams - 40+ people at Welltech, 10+ at Spotify and Meta - working directly with CPOs, CEOs and boards to shape product direction from the earliest stages.
My background is in Human-Computer Interaction research, which shapes how I lead: hypothesis-driven, evidence-grounded, with a high bar for craft and a clear view of what good looks like. I've built design systems, led monetisation and paywall design, driven subscription product strategy, and navigated global expansion across regulated markets. I'm now thinking carefully - and practically - about what AI means for design practice, for research, and for the organisations doing this work.
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