The experience behind the problem solving. Get in touch

How I got here.

I've been working on the web since 1998, starting out in design before moving into development, ecommerce and eventually independent consulting. Along the way, I've worked with agencies, built my own businesses and ecommerce platforms, and helped businesses solve all kinds of digital problems. That mix of design, development and ecommerce experience is what shapes how I solve problems today.

This is how I got here.

1998 - 2007 • how things should look, feel and communicate

Web Designer

I started designing and building websites for clients while studying Business Information Technology at the University of Huddersfield in 1998.

After completing a Masters in Interactive Multimedia Production, I worked with Manchester-based design studios and agencies, eventually becoming a Senior Designer/Front-End Developer at Zen Web Solutions.

During these early years I worked across web design, graphic design, branding, packaging and illustration, while learning how to design for increasingly complex, data-driven websites.

In 2007, I started my own design studio, Dubbed Creative, working directly with clients across a wide range of industries.

2007 - 2018 • How things work underneath

Web Developer

Running my own studio gradually pushed me beyond design and into development. I started building more sophisticated ecommerce websites and eventually developed my own ecommerce platform, Shopit.

What began as a solution for my own clients grew into a full ecommerce platform, including product management, conversion reporting and marketplace order syncing. I was getting more involved with how businesses were running; stock systems, internal workflows and logistics.

This period took me much deeper into PHP, databases, APIs, Google Cloud infrastructure and ecommerce systems — and changed the way I approached problems. I was no longer just designing how something looked; I was figuring out how the whole thing worked.

I also co-founded the design agency, Project Octo, that worked closely with ecommerce businesses.

2018 - Present • how commercial, technical and customer problems connect

Ecommerce Consultant

In 2018, I returned to independent consulting, working with many of the long-term clients I'd built relationships with over the years.

My focus gradually shifted towards Shopify and solving increasingly complex ecommerce problems — combining the design thinking and technical experience I'd developed throughout my career.

Today, I help established ecommerce businesses in Australia and the UK with Shopify, UX, CRO, accessibility, performance and specialist functionality such as UK VAT Relief.

I still use design and code when they're the right tools for the job, but my role is increasingly about understanding the problem, considering the options and finding the right solution.

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