I’m Gina, a Product Design Lead with 16 years of experience helping organisations solve complex problems through design.
I like getting to the heart of a problem, understanding what people actually need, and working with the right people to find a solution that works in the real world.
I work across research, strategy, service design, UX and UI. I’m equally comfortable shaping direction, getting into the detail or helping a multidisciplinary team work through a difficult problem. I care about what happens after the design is handed over, not just how it looks in a presentation.
I’m also increasingly interested in how AI can change the way we work. I use it to explore ideas, prototype quickly and help teams communicate more effectively, while keeping human judgement and user needs at the centre.
I’ve worked across agency, consultancy and in-house environments with a wide range of brands and sectors. What’s stayed consistent throughout is a genuine obsession with getting things right for the user, while keeping one eye firmly on the outcome.
And, because every About Me page needs a personal detail, I have an opinionated dachshund called Boo who regularly attempts to join work calls.