Over the past twenty-five years, I have worked across organisations of every size, designing better user and customer experiences to improve commercial performance. Alongside that work, I write about the ideas at the heart of it.

My work sits at the intersection of psychology and business. I am interested in how people think, how decisions are made, and how those decisions shape outcomes, from everyday interactions to high-stakes commercial choices. Much of what drives behaviour is invisible to the people doing it.

In my consultancy work, I help organisations close that gap in practical terms, building user experience (UX) and conversion optimisation (CRO) capability, improving digital performance, and designing products and services that reflect how people actually behave rather than how organisations assume they do or want them to.

In my writing, I examine the same questions from a wider angle, exploring what psychology and behavioural science can tell us about the decisions we make at work, in organisations, and in everyday life, and what that means for the people and businesses trying to influence those decisions.

My work is grounded in experience, shaped by evidence, and focused on what actually works.

I live in Wilmslow in the UK.