Personal Profile

I’m a Digital Designer from Dublin, Ireland with over 15 years design experience and a background in Financial Services, Marketing, Art and Graphic Design.


Following a sixteen-year career in Financial Services – which ended during the financial crisis, I made a career change to Web & Graphic Design on a full-time basis, which has been my hobby and career ever since.

Since 2016, I’ve been fortunate enough to work with some of the most talented people I’ve ever met on a range of digital projects for the Irish airline, Aer Lingus. As an in-house Designer, my roles have included Graphic Design & Illustration, UX/UI Design, Accessibility Design and Product Design. My work now is focused on conversion growth, inclusivity, the product creation process and governance of a visual and behavioural consistency.

Skills and Principles

My combined experience and interests give me a healthy business perspective and allow me to take a broader view of projects which sometimes do not directly overlap with my specialty as a Designer. This makes me a good all-rounder and natural macro-thinker (the Myers-Briggs INTJ!). I take great pride in my ability to see beyond a brief and appropriately bridge business needs, technical constraints and user satisfaction whilst protecting brand values.

I’ve spent plenty of time trying to identify what personal qualities lay the best foundation for success in design. These can differ from project-to-project or depend on the personnel involved on a project, but from experience, I believe my most valuable attributes are;

Artistic Eye / Clean Aesthetic Style

My design aesthetic is naturally simple, clean, elegant and functional. All elements of a UI need to add value and justify their existence. By combining best practices with the latest technologies, some good taste and common sense, I can help to develop strategies and concepts which can visually enhance any web, design or communications project.

Ideation + Problem Solving

Design is how it works, not how it looks. Good design is not just about aesthetics, it is about understanding user needs and solving user problems. My approach to design projects is as strategic as it is visually driven;

– Try to understand the social, emotional, and physical needs of our customers
– Use ideation techniques to quickly generate, develop, refine and rate new ideas
– De-risk selected ideas by gaining feedback through prototypes
– Propose a design solution for more advanced testing at scale.


I’m a firm believer in trusting the process! Alignment of all parties involved from the outset and meeting project timelines helps teams to consistently deliver on time and achieve strong results.

I’m a strong advocate for Design Thinking, Sir David Brailsford’s ‘Aggregation of Marginal Gains’ and James Clear’s ‘Atomic Habits’ philosophies – which assert that making many minor improvements to process and procedures help to create the conditions for more dramatic improvement as small gains stack up.

Accessibility Expert

I’ve worked extensively on making digital products accessible for all users. I have an excellent knowledge of accessibility compliance standards and a practical understanding of how our products are accessed and used.

Commercial Awareness

My combined experience helps me to take a broader view of projects and appropriately balance business needs and user experience. We work at the intersection of design and business, so I like to keep up with the latest design and technology trends and understand their role in a commercial environment.

Creative Thinking

Whilst I’d like to think I’m capable at all stages of a project, Creative Thinking during the early stages of a project is definitely a strong point.

Empathy / Intuition

An empathy with the end-user is one of the best attributes a designer can have. We live in a world of big data and occasionally, digital projects can become completely driven by metrics. Just because we can squeeze a small amount of additional profit from some products, does not make it the right thing to do. We want and need customers to come back, so a healthy consideration for the non-conversional aspects of good design (customer retention, brand advocacy, a great user experience!) should be an equal business priority to profit.


I’m a conscientious worker who takes pride in the quality and standards of my work. I’m responsible, diplomatic and punctual, and generally care about doing a good job.


I respect that people are different, so understanding individual needs helps me to work well with and properly support teammates.

Common Sense Approach

To design and deliver intuitive products for a broad range of users, within budget, timelines and technical constraints, we have to apply sound logic and be pragmatic.

Strong Technical Skills

I’m fluent in Design Programs like Figma, Sketch, Adobe Suite and have no problem adapting to new softwares or systems.

Soft Skills

Expertise and talent aside, being a good, supportive and reliable teammate and being easy to work with goes a long way.


I studied Marketing in DIT and undertook many years of exams and CPD during a career in Financial Services. I love to learn new skills as I need them and I have a natural enthusiasm for emerging tech and design trends. Recent courses include;

Blockchain & Cryptocurrencies (2018)

Berkeley University, California

Critical Thinking & Problem Solving (2018)

Rochester Institute of Technology, New York

UX Design (2019)

UX Design Institute Dublin / Glasgow Caledonian University

Disability and Digital Media: Accessibility, Representation & Inclusion (2020)

Curtin University of Technology, Perth

Fintech (2023)

Stanford University, California

Interests / Personal Life

I grew-up in North County Dublin and still live here with my lovely, talented wife, our adorable daughter and the coolest dog in the world. Outside of work, you’ll find me playing double-bass, painting or experimenting with new artistic styles and techniques. I also love to learn about emerging technology trends and listen to an unhealthy amount of podcasts.