Product design leader

Better experiences.
Stronger teams.

20 years across design, specialising in design systems and AI‑enabled workflows.

As Central Design System Lead at Virgin Media O2, I stay hands-on while leading designers, shaping the tools, guidance and foundations that help teams work consistently across O2, Virgin Media and VMO2.

What I help teams achieve

Clearer customer experiences

Use research and product insight to simplify complex decisions and shape clearer customer journeys around real needs, behaviours and expectations.

Stronger design teams

Give designers clear direction, constructive critique and practical support to develop their judgement, build confidence and take ownership of decisions.

Shared tools and standards

Provide reusable components, patterns and shared guidance that help teams work consistently, move faster and spend less time rebuilding basics.

My work

Virgin Media O2 Design System

Leading the structure, guidance and governance of a shared design system, giving teams clearer foundations across O2, Virgin Media and VMO2.

O2 Product Journey

Combining hands-on design, direction and mentoring across O2’s product journey, using research and testing to guide improvements from selection through checkout.

Animated explanation of one Button, in four stages. Stage 1, Design intent: a Figma schematic with an outline, the label Button, an icon slot, radius 8 and padding 8 by 16. One icon, leading or trailing. Stage 2, Specify: a Jira specification with Figma Reference, Description, Implementation Guidance, Accessibility, Semantic Structure, Content and SEO, Behaviour, Accessibility References and Acceptance Criteria. Behaviour says: Use a leading or a trailing icon, not both. Stage 3, AI-assisted build: Cursor shows the Button theme taken from that specification, with the O2 primary inverse — white fill, blue text, radius 8 — and the Virgin Media secondary inverse outline — transparent fill, white text, radius 9999. The icon lines use a leading plus or a trailing chevron, not both. Stage 4, Review: the component is checked against the Figma reference. On O2 blue it is the primary inverse, then a leading plus and Add Item. On Virgin Media red it is the secondary inverse outline pill, then a trailing chevron and Continue. The sequence returns to the schematic.

Still of the reviewed Button. On O2 blue, the primary inverse Button is white with blue text and an 8 pixel corner radius. On Virgin Media red, the secondary inverse outline is a pill with a white border and white text. On Air and VM Circular VIP are not available, so the labels use the portfolio stand-in fonts.

AI-enabled design workflow

Developing and testing an AI-assisted workflow that connects design guidance, specifications and component builds, with human review at key handoff stages.

Recommendations

Working together

Three perspectives on working with me.

  • Mentoring & development

    “On a personal level, he’s been a great mentor to me, helping me grow in my career and develop my own leadership skills.”

    Kalina NikolovaUX Designer · Virgin Media O2
  • Cross-team collaboration

    “He really cares about getting the right people in the room and bringing everyone along on the journey.”

    Stephanie JonesHead of Brand Creative | Creative Director
  • Creative judgement

    “His ability to come up with interesting, relevant ideas quickly and present them in a compelling way, drew our clients in hook line and sinker.”

    Vikki DunnGraphic Designer and Team Lead at Linney
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