About Me

Hello! I’m Tricky—a design leader, creative strategist and believer in making experiences that matter. Over the past two decades, I’ve led teams to create user-centred products for brands like Microsoft, SKY, The Times, and The Guardian, shaping and launching engaging and inspiring experiences.

I put people first—users and team members—in everything I do. By blending empathy with strategic thinking, I design experiences that feel natural, meet real needs, and drive business success. At the Guardian, I created a culture where the Product Design function could thrive, embracing a human-centred approach to designing digital experiences that resonate with users and improve team collaboration.

With over 20 years of blending user-centred design with strategic business goals, I’m passionate about creating meaningful experiences that make a difference in people’s lives. I’ve developed and led diverse, high-performing teams, combining strategic leadership with hands-on research and design to deliver impactful results.

I’ve worked with renowned brands like Microsoft, SKY, The Guardian, BBC, and PepsiCo, leading innovation and strategic design that drives business success. Whether introducing innovation playbooks, transforming research into actionable insights, or developing design systems for delightful user experiences, I focus on creating lasting impact.

Featured Work

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The Guardian, Product Design Director

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The Guardian, Product Design Director

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The Guardian: Feast

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The Guardian: Feast

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Talksport Edge

Featured

Talksport Edge

Featured

The Guardian, Product Design Director

Featured

The Guardian: Feast

Featured

Talksport Edge

My design philosophy revolves around crafting practical and accessible design systems. I’ve developed systems for The Guardian, News UK, and others, streamlining development, ensuring brand consistency, and empowering teams to focus on what they do best—developing exceptional products.

As a leader, I believe in servant leadership. I focus on enabling my team to play to their strengths, develop their skills, and do their best work. I celebrate diversity and foster a collaborative environment where creativity and innovation can thrive.

Resilience is also a cornerstone of my approach. I advocate for supportive workplaces where people feel heard, valued, and empowered to play to their strengths.

Fun Facts

Public speaker: I’ve shared my thoughts on design and innovation at events like UX Brighton, exploring the future of creativity and collaboration.

Creative technologist: I enjoy experimenting with new tools and technologies, like MidJourney, to see where they can take the design process.

Two wheels, one love: Whether cycling over The Chiltern Hills or riding my scrambler motorbike along winding country roads, I’m happiest when life’s on two wheels.

Puppy love: When I’m not on my bike, I’m probably being dragged around by Belle, my energetic (and slightly unruly) Labradoodle.

Strings Attached: Since inheriting a couple of guitars, I’ve started playing—badly but with plenty of enthusiasm.