A Little About Me

For over 20 years, I’ve worked on digital products for a wide range of national and international brands—from retail and consumer packaged goods to government, financial institutions, and most recently, mobile and web based gaming.

Along the way, I’ve been fortunate to collaborate with incredibly talented and award-winning creatives. One of the biggest lessons I’ve learned from them is the power of storytelling. I’ve been taught that storytelling isn’t just about big narratives or flashy moments—every experience, no matter how big or small, has a simple story behind it. When done well, that story helps create clarity and confidence for the user during an experience.

Outside of work, soccer is a big part of my life. I love playing and watching footy year-round. There’s something I really enjoy about getting 11 players to work together within a shared system to succeed on the pitch.

Those years of playing on different teams have also shaped how I show up at work. Collaborating with people who bring different skills, perspectives, and opinions feels a lot like being part of a footy team. It’s about communication, trust, and adapting to get the best result together.

My son has also become a fan of the beautiful game, and teaching him everything I know has been incredibly rewarding. With my coaching background, I’ve been able to train him one-on-one and within team environments, which has reinforced how important it is to tailor learning to the person and the situation.

That same mindset carries into my career. Whether I’m designing a FTUE to teach players about a mechanic in a game or mentoring a junior designer learning the ins and outs of the industry, I rely on the same teaching principles I use on the training ground—break things down, build confidence, and empower people to grow into strong, independent, and collaborative contributors.

When I’m not on the pitch, I’m usually playing video games. I always have a version of EAFC on the go (formerly FIFA), paired with a bigger RPG like Zelda: Breath of the Wild, Tears of the Kingdom, or Hogwarts Legacy. I’m also a big Star Wars fan, so Jedi: Fallen Order has become a recent favourite of mine. Also, I’m always up for a Mario game. I think Nintendo consistently delivers user experiences that are simple, intuitive, and fun for all ages. The Mario franchise is a great example of how strong UX can make games that appeal to just about everyone.