With a considerable design background experience in consultancy practice and in-house corporate teams, I employ a user centred design approach as the basis for the development of all projects across many business sectors. I have evolved to be a design-led strategist and design leader combining innovation practices with implementation processes. This is underpinned by a deep understanding of the analogue and digital design processes. I believe that collaboration across design, engineering and marketing disciplines and sectors will produce better, higher quality, more successful products that drive a complete e2e experience which will ensure business success through service design principles. These things matter to me:Insights into consumer behaviour.Thorough and rigorous research practices.Creative and challenging design research.Designing for inspiration for market leadership.Designing for implementation within business constraints.Innovation in products, markets and thinking.Strong relationships with experts in other disciplines.Delivering the best product at the right cost for the market.Encouraging and promoting great design as a tool to create revenue.