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After studying psychology at University of Stirling, University of Glasgow and the Sorbonne, I worked in Financial Services before founding London-based experience design firm Foviance - assisting clients to create well-designed and successful brand experiences. Now called EY-Seren, after being acquired by EY in 2015, the company has offices in several countries, including Paris, Dubai, Stockholm, Mexico City, Tokyo and Johannesburg. I maintain close links to the team there and continue to advocate their activities.

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On my specialties and interests – including Human-Computer Interaction (HCI), User Experience (UX) and Artificial Intelligence (AI) – I guest-lecture at various European institutions and have spoken at some of the world’s biggest conferences, Microsoft Global Congress and Media Festival to name but two.

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With support from the hundreds of individuals I’ve worked with over the last 20 years, I have assisted some of the most successful brands to embrace experience design. These include Barclays, Sky, Vodafone, Skype, Sainsbury’s, Dell, Nokia and Microsoft. My achievements also include pro-bono work setting the UK Government’s first Usability & Accessibility standards, which facilitated the move to online services in the UK and ensured no citizens were left behind in the shift to digital.

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In 2012, I was honoured to join greats like Sir Tim Berners-Lee, Martha Lane-Fox and Sir Jony Ive when I was voted into the coveted BIMA Digital Hall of Fame for my contributions to UX, helping drive research and design in the field over the last two decades.

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Exiting from my Service Design company in 2015, I became part of EY, and worked in different roles across Global, European and UK functions of the company.

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With a keen interest in Emerging Technology, especially Artificial Intelligence (AI), I now spend my time between family, writing about AI and its impact on the world and meeting companies to talk about AI.  My book, 'AI by design' was published in 2022 and I continue to blog and post about all things technology.  I also Chair the Scottish AI Alliance, where we are tasked with the delivery of the vision outlined in Scotland’s AI Strategy

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I was delighted to receive an MBE in the New Years honours list in December 2023, for services to technology and innovation and continue to champion AI.