A selection of engagements across automotive, consumer technology, financial services and B2B SaaS. Each one different. The brief underneath always the same — find the direction, build the capability, deliver the outcome.
Initiated and led a North Star vision programme, securing a €1M budget and laying the foundation for BMW’s first digital platform. Led UX concept development for the MyModes platform and holistic on/off-board brand experience, implemented as the primary integration point for third-party services and new revenue models, strengthening BMW’s reputation for connectivity. Directed experience design for MY23 i7, MY24 i5 and MY25 X3, integrating regional user insight from market research across US, EU and China into global product planning and delivery. Coordinated diverse teams of designers, engineers and technical partners across studios, ensuring consistency across touchpoints and user scenarios.
Lead designer for the BMW i8 Roadster (exterior, interior, detail and accessories) and BMW i3s, including media events and customer handover. A small team of diverse experts working together to create unique solutions to unique context-driven problems, with a high focus on sustainability. Eight patents filed. Six industry awards including Red Dot and iF.
C-suite advisory engagement for a British carmaker navigating digital transformation. Global benchmarking across automotive and adjacent sectors, competitor analysis, and strategic recommendations delivered to board level. Client name confidential.
Leading business strategy for a deeptech startup building SaaS that keeps humans in the loop and optimises sustainability in product development. Partnering with first customers OEM, Tier 1, Tier 2 to shape product direction, combining market insight with interface design and commercialisation strategy. Working with founders on go-to-market plans, IP, sales pipelines, and investor readiness across automotive, defence and adjacent sectors. Translating complex research from a team of professors and technical experts into clear product narrative and GTM.
Design and digital partner for Leica, leading the team that designed and delivered the Leica FOTOS app — attracting 200k new users in its first generation and strengthening Leica’s connected ecosystem. App Store rating above 4.5 stars. The engagement centred on building the team capabilities required to deliver product-market fit for digital products and interface design, creating the conditions for design to influence decisions at the right level.
Brought in to address a failing value proposition across a home technology product line. Research methodology combined market landscape analysis, competitor benchmarking, heuristic evaluation, user testing and case studies. A structured workshop process revealed a critical operational gap between client, sales and product teams that had been invisible to the organisation. Findings and a redefined proposition were presented to C-level leadership. The recommendations were adopted and implemented.