Hi, I’m Alex—originally a Geordie from Newcastle in the UK, now based in Newcastle, Australia (yep, I couldn't stay away from the place but swapped the weather). I’ve spent over 15 years working across UX, UI, and digital product design, with experience spanning gaming, startups, government, and global enterprise brands.

Most recently, I’ve been designing for Sony PlayStation’s competitive gaming platform, working in a high-scale esports environment where performance, speed, and experience really matter. It’s pushed me further into design systems, scalability, and building products that hold up under real pressure.

From service mapping for banks to designing cloud portals for mining giants, I love turning complex problems into clean, user-first solutions. I’ve worked in agile squads, run design workshops, mentored junior designers, and helped ship products people actually enjoy using.

When I’m not deep in Figma or nerding out on design systems, you’ll usually find me hunting for good coffee or soaking up the Aussie coastline.