Not a biography
More a working philosophy
They fail because things became complicated.
Too many decisions. Too many layers. Too many things that made perfect sense in a meeting.
My work is mostly about undoing that.
Making products clearer. Making systems simpler. Making experiences that people can actually use.
If users need instructions, something’s already gone wrong
EXPERIENCE
Over the last two decades I’ve worked across banking, government, telecoms, gaming, travel, healthcare and more.
Different industries. Different organisations. Surprisingly similar problems.
Complex systems. Unclear journeys. Products that grew faster than their thinking.
That’s where I tend to come in.
WHAT I DO
Sometimes that means fixing something that already exists. Sometimes it means shaping something entirely new.
The work might involve untangling complex journeys, improving accessibility, increasing conversion, designing new services, or helping teams rethink how their products are structured.
The tools change. The goal doesn’t.
Make the product easier to understand, easier to use, and easier to improve.
LET'S WORK TOGETHER
UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer
HOW I WORK
The first step is always the same:
Understand the problem properly.
Understand the users. Understand the system. Understand the constraints.
Once that’s clear, most of the complexity usually disappears.
WORKING TOGETHER
Some organisations need strategy. Some need momentum. Some need a fresh perspective from outside the room.
All are valid.
The value is usually the same: clearer thinking, stronger products, and progress that actually means something.