I currently hang my hat at EY as Senior Partner, Global Advisor and UK&I Client Technology & Innovation Officer. In the role, I harnesses the power of emerging technologies and drive innovation to help clients remain competitive in a disruptive environment.


Previously, I was EY's EMEIA Wavespace Leader, helping build a better working world by showing clients across the globe the benefits of experiencing, engaging and enjoying digitized products and services.

After studying psychology at University of Stirling, University of Glasgow and the Sorbonne, I went on to become an entrepreneur, a renowned behavioural psychologist and one of the UK’s pioneers in User Experience (UX).

Based on my expertise, I then founded London-based experience design firm Foviance, later to become Seren, 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 and Johannesburg. I maintain close links to the team there and continue to advocate their activities.

On my specialties – including Internet of Things (IoT) and Human-Computer Interaction (HCI) – 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.

With support from the hundreds of individuals I’ve worked with, employed and trained over the last 20 years, I have assisted some of the most successful domestic and international 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.

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.

With a newfound interest in Artificial Intelligence (AI), I now divide my free time between family and working on my debut book, which looks at lessons from history and the fictional futures of sci-fi to develop a “future-back” approach to Artificial Intelligence problem-solving, with the aim of securing a healthy, human-centred relationship with AI.   

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