Principal UX Designer with 20 years of experience, now integrating service design methodologies to deliver holistic and impactful user-centred design solutions. Expertise in data-driven design and user research underpins the creation of seamless user experiences that drive business objectives. Proven leadership in guiding cross-functional teams to deliver award-winning applications. Leveraging a strong human factors foundation and a holistic service perspective, I identify opportunities for innovation and optimise the entire user journey and organisational impact. Dedicated to continuous learning and advancing UX and service design through research and practical application.