Design Leadership

A deliberate three-pronged bet on myself: diversifying revenue while investing in my own skills and my local economy. Consulting, a new studio, and a product business, each feeding the others.

• Consulting: Working with clients on large-scale projects, delivering end-to-end UX, design, and front-end development.
• Iteration Studio: A new agency for local businesses, answering the wave of cheap, ill-fitting WordPress builds being turned out by local providers. Priced above the bottom of the market but far below what I would have charged as an agency owner. Serious web and product craft for a fraction of what that quality usually costs. Under the same brand I work with local non-profits and charities where I can. iterationstudio.ca
• Virtue Apps: A product business built to get new ideas out into the world and find product-market fit. It helps keep the entrepreneurial itch well scratched. A new brand established to release these ideas under, with a deliberately simple website that communicates the apps already released and those coming soon. virtueapps.dev

Lifeworks was a mental, physical, and financial health EAP platform supporting enterprise workforces. In 2022, Lifeworks was acquired by Telus and fully integrated as Telus Health by late 2024.

• Platform Leadership: Leading Design & UX for the core LifeWorks product suite, later rebranded Telus Health One, spanning mobile apps and web applications.
• Product Demand Growth: Scaled product and team capacity to meet a surge in mental health demand post-Covid, while developing a renewed product strategy to address the evolving market.
• Team Scaling: Grew the UX and Design function from 3–15 within 12 months, establishing dedicated UX Research and UX Content disciplines. Post-acquisition, oversaw most of a 50+ person design organization through continued M&A activity.
• Hands-On Leadership: Remained closely engaged with teams, reviewing work, unblocking ideas, and maintaining high standards of quality, collaboration, and craft.
• Design & Operational Systems: Standardized the design system across the full suite of products and services, established a clear career progression framework, and implemented a structured product-feature team collaboration process to improve cross-team alignment.
• Total Mental Health Vision: Led end-to-end strategy and design of Total Mental Health (TMH), reimagining the mental health offering for greater personalization, efficiency, and service quality.
• Research-Led Strategy: Directed 6 months of market research, discovery, and validation, producing a vision prototype that secured executive approval and major budget release.
• Acquisition Impact: The TMH vision and platform modernization plans contributed directly to the $2.3B acquisition of LifeWorks by Telus.
• MVP & Market Results: Delivered MVP within 9 months of approval, achieving strong early client adoption. Drove 560 new or upgraded clients within two years of launch.
• AI integration: Led the first AI integration to achieve deep platform personalization & integration.

IAC-owned marketplace connecting homeowners to tradespeople. MyBuilder served as the testbed for innovation across sister platforms. I joined as the company was scaling from startup to accelerated growth.

• Team Formation: Built and led the first full-time UX team, establishing a diverse skill set across UX, UI, and front-end capabilities to meet business ambitions.
• Hands-On Design: Remained deeply involved in design execution, contributing ~40% of my time to high-priority design work while guiding the team and shaping product strategy.
• Quoting System: Led the design of a standardized, dynamic quoting tool for tradespeople, simplifying input and comparison for homeowners while increasing trust and transparency.
• Adoption & Impact: Achieved 65% adoption among tradespeople within 6 months across key trades, providing the foundation for secondary revenue streams such as job insurance.
• Revenue Growth: Enabled 30% increase in revenue through quoting tool adoption and associated insurance offerings within the first 12 months.
• Operational Strategy: Partnered with leadership to inform broader business strategy, including cross-platform unification across European IAC brands under the Angi Homeservices Group.

Founded and led one of London’s first specialist Product Design studios, growing the team from solo operation to 15 full-time staff.

• Agency Leadership: Built and managed a multi-disciplinary team covering UX, UI, and front-end design, scaling capabilities to meet client needs across start-ups, scale-ups, and enterprise organizations.
• Hands-On Design: Remained actively involved in project delivery, contributing to design execution, strategy, and client workshops while managing the growing team.
• High-Profile Clients: Delivered work for The Economist, UBS, DHL, BMW, and eBay; many clients went on to grow or be acquired themselves.
• Strategic Partnerships: Collaborated directly with CEOs, innovation teams, and senior product leaders to establish frameworks and reusable design solutions that scaled across products.
• Successful Exit: Agency acquired by Cohaesus Group, reflecting the value of the team, client base, and work produced.

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