A long way round to experience design

I started in music, not design: roughly seven years as a professional musician in the 1990s, playing guitar in 3½ Minutes and then Inaura. That instinct for how something should feel, its pace, its texture, the moment it lands, is still the instinct I bring to experience work.

From music I moved into new media as the web was finding its feet, including early research into learning technology. I spent six years at Digitas LBi leading UX on some of the UK's most visited digital properties, from Multimap and the first Selfridges ecommerce site to global brands such as Etihad.

In 2013 I joined FutureBrand in London to co-found a product and service innovation Lab. Over the years since, I moved from digital into brand-led experience strategy, and most recently served as Chief Experience Officer at FutureBrand.

Today I work from Melbourne across senior customer experience and experience strategy roles, and through Sideways, a behavioural design consultancy I co-founded. I still make music, and still take photographs.