Meet the designer behind the work.
Hey, I’m Simon. I’ve spent the last 12+ years helping B2B SaaS companies turn confusing, over-complicated software into products people actually enjoy using.
Outside of design, I’m a tech enthusaist and a recovering Man United fan. When I'm not in the office you’ll find me down the beach with my wife, Katie, and our little boy, Oscar.
Quick facts about me
12+
30+
8,426+
Why I do this
When I started out, I thought design was about making things look good.
But after working on 30+ SaaS products, I realised the real challenge wasn't looks – it was complexity.
Product and dev teams were building amazing software, but poor UX was slowing users down, making the products difficult to use and even harder to sell.
Now I focus on making SaaS products intuitive and easy-to-use. Because when that happens, everything else, conversion, upgrades, retention, revenue – follows.
How I approach design
Outcomes, not outputs
Design is about driving real results – higher conversions, better retention, and products customers want to keep using.
Progress over perfection
I’d rather ship meaningful improvements quickly than chase the never-ending idea of “perfect.” Small, steady wins compound into big results.
Partnership, not handoffs
I don’t disappear after delivering files. I stay close to your team to make sure the work lands and delivers the impact it should.
Collaboration beats silos
I work directly with product and dev teams, so design decisions are practical, realistic, and ready to ship.
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