About

With over 15 years of experience, I bring a rare blend of deep front-end expertise and user-centred design leadership to my work. My passion is transforming complex problems into simple, intuitive, and effective digital experiences that deliver real value for both users and the business.

I've always been guided by a core principle: simplicity. It's the philosophy that underpins my entire approach to design, and it's captured perfectly by a quote that has become a personal mantra.

A good designer finds an elegant way to put everything you need on a page. A great designer convinces you half that shit is unnecessary.

Mike Monteiro

My Approach

My process is built on a foundation of quality, simplicity, and a lean approach. I begin by gaining a deep understanding of the problem and the user, using research and data to inform every decision. With extensive experience collaborating with stakeholders at all levels, including the C-suite, I focus on building consensus and influence to achieve our shared goals. I believe the most successful products are born from a shared understanding and a relentless focus on the user.

My Journey

My journey into design began at the University of Portsmouth with a degree in Interactive Media Design. I started my career as a freelance web designer and videographer (a highlight was filming Pete Tong behind the scenes at Creamfields) before moving into agency work, where I handled everything from design to front-end development for clients like Manchester United and Universal Studios.

My time at graze.com was a turning point. It was there I solidified my passion for user-centred design and began my journey into product leadership, eventually leading teams at giffgaff and tackling global e-commerce challenges at The LEGO Group.

Core Skills & Expertise

Design and Strategy

Strategic product thinking, user research and journey mapping, workshop facilitation, rapid prototyping and testing, applied accessibility (WCAG), data-informed design

Technical and Software

Advanced Figma, design system architecture, HTML and CSS, JavaScript, AI-assisted design (Gemini, Claude), Git and version control

Leadership and Process

Team empowerment, consensus-building and influence, cross-functional collaboration, Agile and Lean methodologies, experimentation (A/B, MVT), C-suite stakeholder management

Beyond the Pixels

I'm a husband, a dad, and a passionate believer in giving back to the design community. I currently mentor aspiring designers on ADPList, offering guidance and a friendly chat about all things design.

When I'm not designing, I'm usually spending time with my family, indulging my interests in film, music, photography, and football, or directing the occasional short film.