Building clarity from complexity.
For the past twelve years I have designed services for government organisations including the Home Office, HM Passport Office, UK Export Finance, the Medicines and Healthcare products Regulatory Agency (MHRA), and the Department for Environment, Food & Rural Affairs (Defra). I untangle complex journeys, build accurate, production-like prototypes quickly, and help teams make decisions with evidence behind them.
Before government, I spent more than a decade in agencies and creative studios, designing websites, digital campaigns, interactive microsites and early 2D motion work. That mix of craft and user-centred problem-solving is still how I approach service design.
I work in Figma and the GOV.UK Prototype Kit, in HTML and CSS, and in Dynamics 365 when the service runs on it. The latest AI tools are part of how I work every day: Claude Code and Codex for prototyping and documentation, Claude, ChatGPT and Gemini for research and synthesis, and Gemini and ChatGPT again for image generation. Across every project the aim is the same: services that are clear, accessible and grounded in real user needs.
How I work
Mapping the journey first
I start by turning the requirements, business rules, SME input and research into one logical journey, and map it as screen flows before anything is built. The team agrees the shape of the thing before we commit to code.
Inclusive design
WCAG 2.2 AA by default. Services that work for everyone, including people using assistive technology, or with low literacy or little confidence online.
Prototyping in the GOV.UK Prototype Kit
Production-ready prototypes built from GOV.UK Design System patterns and components. The logic gets tested early, so most of the risk is gone before anything reaches the developers.
Prototyping beyond the kit
When a service runs on Dynamics 365 there is no prototype kit to use. For the MMO I built a caseworking prototype from scratch, matched screen for screen to the live system, and I keep it in step so caseworkers can be tested on real tasks without going near production.
AI in the daily toolkit
Claude Code and Codex are part of every day: modelling flows, building prototypes, writing documentation, and making the small tools that join it all up, like a Figma plugin I built to turn prototype screens into Figma pages. Gemini and ChatGPT handle image generation. The time that saves goes on the design itself.
How I work with AIVisual craft
More than a decade of agency design work brought to government services. Not just compliant, but clear, simple and good to use.