I design for the moment people act.

Decisions are rarely logical. They’re human.

I’ve spent over two decades designing and building digital products that succeed or fail at the moment of use. Long before “UX” became a discipline, I was teaching myself how design and code shape behaviour, trust, and decision-making in the real world.

That foundation still defines how I work today. I don’t separate thinking from making. I focus on what happens when ideas meet real systems, real users, and real constraints, because that’s where outcomes are decided.

Since 2012, I’ve worked extensively in complex, regulated environments, designing and delivering enterprise-scale digital products where clarity, accountability, and adoption matter more than novelty. Around 2014, as user experience matured as a discipline, my focus sharpened around behavioural psychology and how digital experiences influence attention, confidence, and action.

Since June 2022, I’ve been working deeply with generative AI, integrating it into real-world products and workflows where decisions carry consequences. I’m a member of the State Government AI Working Group and Chair of the Department of Primary Industries and Regional Development AI Working Group, contributing to executive-level discussions on responsible AI adoption.

My work sits at the intersection of design, behaviour, and technology. Not to follow trends, but to remove friction, create clarity, and support better decisions. Because digital experiences don’t succeed by being clever. They succeed when they respect how people actually think, feel, and choose what to do next.

Design doesn’t change behaviour. Clarity does.