Engineering With A Product Mindset
Building
Things That
Matter.
Product Engineer focused on shipping software that solves real problems — with clean code, purposeful motion, and people at the centre.
The Engineering
Manifesto
A collection of core principles and technical convictions honed through a decade of shipping digital experiences at the intersection of aesthetics and performance.
Build. Ship. Iterate.
The real measure of a software team isn't how clean the code is — it's how quickly you can solve problems for users. Ship early, listen closely, and iterate with purpose.
Simplicity Is a Superpower
Smart code is great, but simple code is better. Code that's easy to use is easy to maintain, easy to update, and easy to build with.
Perfect Is the Enemy of Good
We're in the business of building things, so our focus should be on building products not writing perfect code.
People First, Code Second
Bring your whole self to work — be present, comfortable, and happy with the people around you. The best software comes from teams that prioritise people over process.
Design Your Way to the Answer
Diverge to explore the problem, converge to define it, then diverge again for solutions. The double diamond isn't just for designers.
AI as a Force Multiplier
AI is the best pair programmer you'll ever have — but it's still a pair programmer, not a solo act. Steer it, challenge it, and you'll build ten times more without losing your grip on the code.
Animation with Purpose
Animations should explain how an interface works, guiding the user, showing them how to interact with what they see. It's an opportunity to delight, engage, and impress.
"Ship it, learn from it, make it better. The only wasted code is the code that never ran."
The Builder's CreedProfessional Path
Sep 2023 — Present
Senior Engineer
Smartbox Group
- Spearheaded architectural overhaul, streamlining frontend systems to enable faster feature delivery, fewer production bugs, and improved developer experience.
- Led full-stack migration from Symfony served Twig files to Vue in 12 months after 6 years of stalled attempts, becoming SME on new architecture and technologies.
- Optimise application performance by migrating to TailwindCSS, reducing CSS bundle size by 80%, and optimising JS bundling (–30%) with refined chunking strategy to accelerate load times.
- Built engineering culture by leading bi-weekly frontend sessions, regular code reviews and pair programming, fostering collaboration, shared ownership, and team-wide buy-in.
- Championed agile work practices by partnering closely with Product and UX to deliver high-quality features at speed, revitalising a tired design with a seamless user experience through a scalable design system.
- Owned A/B testing implementation, driving measurable results and impactful change by becoming the domain expert and go-to resource.
2019 — 2023
UX Lead
Smartbox Group
Led UX for the beneficiary team with a key focus on achieving objectives and delivering key results, while managing stakeholders, business outcomes, and user needs.
2020 — 2021
UX Mentor
UX Design Institute
Mentored students through online webinars, providing guidance, feedback, and support to help them achieve their career goals.
2017 — 2019
Senior UX Designer
3D4Medical
Senior designer responsible for the company's leading mobile apps, working closely with junior designers and engineers to build the design vision.
Get In
Touch
Whether you have a project in mind, want to collaborate, or just fancy a chat — I'd love to hear from you.