Hi, I'm Leon

I design and lead at the point where UX, engineering, and strategy collide. I started in graphic design, moved into full-stack development, then shifted into product design because I wanted more than visuals and code. I wanted to shape how teams think, how products evolve, and how decisions get made.

That mix still drives me. I use data to understand behaviour, patterns to sharpen decisions, and systems thinking to make teams faster and more consistent. The craft matters, but the impact matters more.

It starts with listening. I build trust by saying the quiet parts out loud and creating a space where good ideas survive and weak ones get challenged early. I’m direct, analytical, and big on clarity.

That looks like:

• Bringing design into strategic decisions instead of reacting after the fact
• Coaching teams so they move with autonomy instead of waiting for permission
• Cutting noise, removing blockers, and keeping everyone pointed at outcomes
• Staying hands-on when the work demands it, especially with AI, design systems, and new tools

I don’t lead from the sidelines. I stay close to the work so my decisions are grounded.

AI has fundamentally changed how I work.

I use it daily across research, design, writing, prototyping and problem solving. Not as a replacement for expertise, but as a force multiplier that helps me move faster, explore more options and spend more time on the problems that matter.

Today, I use AI to synthesise research, challenge assumptions, generate and validate ideas, build prototypes, analyse data and improve the quality of my thinking. It's become a natural part of my design process and increasingly, a tool I help teams adopt responsibly and effectively.

Small teams can now achieve things that previously required significantly more time, people and budget. The role of designers is evolving from creating outputs to directing systems, shaping outcomes and making better decisions.

I'm particularly interested in how AI is changing product design, design operations and software creation, and I'm actively exploring where these tools create genuine value versus where they're simply adding noise.

I’ve had a piece of paper pinned to my wall, filled with notes and principles. Iterated over time, they’ve become the values I live and work by:

These values act like a compass for how I collaborate, make decisions, and recover from mistakes.

• Current: Lead Product Designer, Dye & Durham
  Elevated UX maturity across global legal-tech products by driving design system adoption, embedding data-driven practices, and coaching teams to deliver customer-centric experiences.
• Previous: Lead Developer, Beginning Boutique
  Led a small team through rapid global e-commerce growth, cutting page load from 4s to 0.3s, streamlining order and warehouse systems, and delivering creative campaigns that fueled brand expansion.

(See my Resume or Case Studies for more detail.)

At the time of writing (late 2025), I’ve stepped back from most social media to focus on family, growth and deep work. This site is where I’m sharing again: reflections on leadership, UX, and how the industry is shifting.

Away from the desk, you’ll usually find me outdoors on multi-day hikes, tinkering with DIY projects at home, or spending time with my family. Those moments keep me grounded and remind me why authenticity and balance matter just as much as strategy and design.

And if you’ve made it this far, maybe we should connect. Find me on LinkedIn, or drop me a message.