Product Designer, London Based
Available Worldwide 🌍
Currently working as a Designer on the global design team of Evoke.
I'm a Senior Product Designer specialising in regulated, high-stakes environments where design must balance compliance, conversion, and scale. Currently at Evoke (William Hill, Mr Green, 888), I lead design for payment systems processing £50M+ weekly and AI-powered tools that personalise experiences for 8M+ users across UK, EU, and US markets. My work has generated revenue through conversion-focused design. I've spent the last decade designing for Google, NHS, NTT, R/GA, William Hill and McKinsey clients, and major banks—solving complex problems in fintech, AI, healthcare, and telecom through user research, design systems, and strategic product thinking.
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Work Experience
Senior Product Designer - Evoke Holding (William Hill, 888 and Mr.Green)
September 2023 - Present
Lead design initiatives for one of the world's largest gambling companies, driving design strategy across multicultural teams and international offices. Direct product design for three major brands: William Hill (UK), Mr Green (EU), and 888 (EU/US markets).
KEY CONTRIBUTIONS:
Led payment systems redesign across 3 brands (William Hill, Mr Green, and 888), increasing checkout conversion by 23% and generating £2.3M in additional monthly revenue while directing a team of designers throughout the project lifecycle
Co-led AI product initiatives with Head of Design, pioneering LLM-powered promotional content, context-aware dynamic generation, and internal AI tools for employee support and workflow automation
Architected multi-brand design system post-$2.2B acquisition, establishing unified design standards and governance model for millions of users across UK, EU, and US markets
Implemented progressive disclosure in KYC flows, reducing drop-off by 18% while maintaining 100% regulatory compliance (GDPR, UK Gambling Commission) through document and video scan verification and validation
Championed conversion optimisation strategies for customer retention and acquisition during major events, driving measurable improvements in user engagement
Drove design strategy alignment across Product, Engineering, and Business stakeholders
Support Links:
Scaling UX Writing Without Dedicated Writers: AI-Driven UX
Design Landscape at Evoke
Product Designer Contractor - Google
March 2023 - May 2023
Senior UX Designer - Tangity - part of NTT Data Design Network
August 2022 - November 2022
Senior Product Designer - Truphone
September 2021 - July 2022
Senior Product Designer Contractor - McKinsey & Company
Oct 2020 - Jun 2021
Design Lead - Pods Finance
Feb 2020 - Aug 2020
Product Designer - Design Freelancer
January 2012 - 2020
Senior Experience Designer - ComON Lisbon
February 2019 - October 2019
Senior Experience Designer - Heads Agency
September 2018 - February 2019
Experience Designer Contractor - Ogilvy
August 2018 - September 2018
Experience Designer - R/GA São Paulo
September 2016 - September 2017