London, England, United Kingdom
I work at the intersection of AI, design research, and institutional change, helping organisations move from experimental GenAI adoption to responsible, scalable, and trusted use in regulated domains. My work focuses on enterprise GenAI strategy, platform design, and adoption, particularly in tax, legal, and public-interest contexts where issues of risk, accessibility, workforce impact, and governance cannot be treated as afterthoughts. At Deloitte, I have led and advised on AI-first transformation initiatives across Tax & Legal, combining mixed-methods research, adoption metrics, and design practice to move beyond usage statistics toward measures of trust, quality of adoption, and organisational resilience. This includes shaping internal GenAI platforms, influencing product roadmaps, and advising senior stakeholders on risk, inclusion, and long-term capability building. Alongside industry practice, I maintain an active research and academic engagement, with a PhD in Design and ongoing work on human agency, digital inequality, and responsible AI. My approach is practice-led and evidence-driven: research is not an artefact, but an instrument for decision-making, policy, and system design. I am particularly interested in roles and collaborations where AI strategy, research, and real-world impact converge — bridging innovation, governance, and human outcomes at institutional scale.
I lead insight-driven GenAI strategy and research to support responsible, scalable adoption of AI across tax, legal, and regulated domains. At Deloitte, I design and direct mixed-methods research and adoption strategy across major GenAI and innovation platforms, influencing product roadmaps, governance decisions, and long-term capability building. My work moves organisations beyond usage metrics toward measures of trust, quality of adoption, and workforce resilience. I develop CX, trust, and adoption KPI frameworks and lead longitudinal usability research across AI, tax, legal, and data platforms, ensuring evidence directly informs decision-making at executive level. Alongside delivery, I produce GenAI market intelligence and risk reporting, briefing senior leaders on industry shifts, emerging threats, regulatory exposure, and transformation ROI across AI, legaltech, and ESG. I also contribute to editorial and academic leadership, serving on an editorial board for AI and digital innovation content and publishing practice-led research (including in the International Journal of Artificial Intelligence & Applications), translating real-world GenAI adoption insights into the academic record. My work is grounded in inclusion and accessibility governance, advising through the Ethnicity Action Group and Neurodiversity Network to ensure AI and knowledge platforms are equitable, accessible, and aligned with workforce needs. I regularly present internally and externally on GenAI adoption, trust, inclusion, and prompt engineering, and act as a mentor and advisor across digital innovation communities.
During my secondment to the Global AI Institute, I led research-led GenAI product strategy and adoption across tax, legal, and regulated business contexts, supporting the transition from experimentation to scalable, responsible AI use. I directed end-to-end research and delivery across a portfolio of complex products, including tax obligation and VAT platforms, intellectual property services, and the application of earth observation data to support carbon reduction and ESG outcomes. This work combined user research, service design, and cross-functional delivery, including leading specialist teams and managing external agencies for larger-scale initiatives. A central focus of the role was the design, testing, and iteration of enterprise GenAI platforms for UK and NSE businesses. Across four major GenAI releases, I led the development of bespoke, multi-modal AI tools (ChatGPT- and Gemini-based), grounded in real-world workflows and supported by a customer research panel of 100+ users. To support sustainable adoption, I defined and embedded productivity, trust, and adoption metrics, integrating qualitative and quantitative research with usage analytics across onboarding, UI, accessibility, and feature validation. These insights directly informed product iteration and governance decisions, contributing to a 20% increase in return users and adoption over 12 months. I also established automated reporting dashboards to operationalise these metrics, reducing manual reporting effort from days to hours and enabling senior stakeholders to track adoption quality, risk, and value in near real time.
Led design research and CX strategy in a data-rich, time-critical digital environment, translating behavioural insight into rapid product decisions across web and mobile platforms during a period of accelerated change. Key contributions Established and scaled a global customer research panel, reducing recruitment costs by 50% while achieving 80%+ engagement, enabling continuous insight during COVID disruption. Delivered behavioural and ethnographic research (diary studies, moderated sessions) to inform web and app relaunch, grounding design decisions in real-world user behaviour. Introduced a scalable CX strategy rooted in behavioural economics and fundamental needs frameworks, improving product–market alignment and decision confidence. Supported 20+ agile design sprints, shaping mobile-first UX through rapid research cycles aligned to live usage patterns and performance data. Established an academic–industry placement programme with Loughborough University, supporting innovation, talent pipelines, and applied research capability during COVID constraints.
Founded and led a practice-led research and product strategy studio, supporting organisations through market definition, MVP validation, and platform redesign across regulated fintech, SaaS, and data-driven products—bridging research insight with commercial and delivery decisions during a period of sector transition. Selected engagements Esqimo (FCA-regulated Crypto & FX Fintech) — Market Definition & MVP Strategy Led end-to-end research and design strategy supporting the launch of an FCA-regulated crypto and FX platform, operating within emerging trust, risk, and compliance constraints. Designed a 20-chapter, hypothesis-led research programme to validate product–market fit across crypto trading, cards, and FX services. Conducted segmentation and persona development (e.g. “Crypto Chris”, “Cautious Carol”) to shape pricing tiers, cashback models, onboarding flows, and trust signals. Ran co-creation workshops and moderated user panels to surface priorities around auto-trading, card security, and ethical finance practices. Delivered actionable insight that directly informed public beta release, including design language, revenue model validation, and go-to-market assumptions. Rare Consulting — Metric 2.0 SaaS Platform Redesign Led concept testing and qualitative research with client-side insight teams (including Liberty London) to inform the redesign of a next-generation SaaS insights platform. Moderated interviews to surface unmet needs around study creation, budgeting, stakeholder reporting, and organisational visibility. Delivered system architecture and workflow designs (dashboards, study status, reporting clarity) to improve platform usability, adoption, and decision transparency.
Led design research and platform insight across large-scale, multi-sided B2B digital ecosystems, shaping product strategy, roadmap priorities, and launch decisions for global flagship events. Key contributions Founded and scaled a global customer lab and B2B research panel, achieving a 70% response rate and engaging 600+ exhibitors and visitors across flagship events including InfoSec, London Book Fair, and IJL. Delivered iterative, rapid-cycle research that directly de-risked multiple digital product launches, including matchmaking tools and registration platforms within complex event ecosystems. Increased user engagement by 27% through evidence-led redesign of matchmaking communications, validated via usability testing and A/B experimentation. Provided strategic UX and research insight to inform roadmap priorities across Exhibitor Services portals, dashboards, and in-event digital navigation. Contributed accessibility and inclusion recommendations (via Dinolytics) and cross-functional analysis of exhibitor vs. visitor needs, wayfinding friction, and digital onboarding across physical–digital touchpoints.
Led design research and service design across large-scale, regulated HR and payroll platforms, translating behavioural insight into product and service decisions at enterprise, multi-regional scale. Key contributions Drove user-centred design at scale by adapting and localising product innovations from ADP’s NYC lab across EMEA, LATAM, and APAC, balancing global consistency with regional regulatory and cultural requirements. Led cross-regional teams and agency partners to deliver global user research programmes, ensuring platforms were accessible, scalable, and usable for diverse enterprise workforces. Delivered research-informed design improvements that increased user adoption and reduced operational burden through workflow simplification and automation. Designed and embedded metrics for operational efficiency, user engagement, and long-term product retention, enabling evidence-led product evolution across mission-critical systems.