I’m Ash 👋.

Here’s everything you need to know 🌍

I’m a design leader⇗ , with over 10 years’ experience.

I love what I do. I think it’s great.

I help and mentor⇗ amazing people and teams, I facilitate workshops and discoveries⇗ (biiig fan of the “💡!” moment between the double diamonds). I’m an advocate for digital accessibility⇗, and reducing waste work in design ops⇗, I organise a meetup⇗, I do public speaking⇗, I’ve led teams in hackathons⇗, I do video production⇗ and product visions (I can’t show you those 👀).

I’ve even won some awards⇗.

The actual design craft? There’s plenty of that. I’m driven by research and data⇗, there’s UX design⇗, wireframes⇗, pixel-perfect UI⇗, digital brand⇗, specs for engineer handoff⇗, and design systems⇗ – and I love prototyping⇗.

If you want to see my projects in a little more depth, you can head over to Case Studies→.

Then reach out to me by email⇗ 📧, WhatsApp⇗📱, DM me⇗ on X 🐦, I’ll even pick up the phone⇗ and speak with you 🤙.

Case studies

Trainline

Trainline is Europe’s number one train travel app.
Take a look at multiple projects I’ve worked on, from ancillary start-ups to innovative tools that maximise customer value.

Smiling train passengers

Artemis

Artemis is an asset management firm with a difference. Leaning into their unique brand, I delivered a set of award-winning digital tools that made the Profit Hunters stand out from the pack.

Arriva

I led the core UX definition and design system for a phased rollout on multiple brands for the international, multimodal transport organisation.

Street scene outside a transport interchange

NatWest/RBS

I was part of a small-but-mighty UX team tasked with revamping the user experience during a CMS project aimed at re-engaging customers and rebuilding confidence.

GWR

How I defined the digital experience for the relaunch of the iconic Great western Railway – inspired by the past, and built for the future.

Multiple trains at a railway station

National Rail

App UX and design for the UK’s official rail transport information system, launched on two brand new tech platforms.

Passenger on a train, wearing headphones
Family sitting onboard a train, photographing the view from the window

Creating experiences that move people.

I’m a curious, compassionate, collaborative designer, motivated about leading UX and product strategy, analysing data and insights for the spark to create impactful products that serve customers – and help businesses succeed.

Get in touch

If you’d like to get in touch about UX strategy, digital accessibility or how I could help make your team better, I’d love to talk.