I'm a product and service designer from the UK, living in Amsterdam. I've been building things on the web for about 15 years, and at different times I've been a designer, a developer, a researcher, a founder and a coach.

I advocate for people-centred design, in using research and evidence to guide decisions but ensuring principles and values have the final say. I help teams to build a shared understanding of problems, to look outside for answers and to develop creative, practical solutions.


UX and interaction design, Service design, Product strategy, Workshop design and Facilitation, Journey mapping, User research, Persona development, Value proposition design, Advanced prototyping, Experiment design, Coaching

Key experience

Co-founder, Someone Who Knows
Staff Product Designer, Daily
Product Design Lead, Confrere
Senior User Experience Designer, Catawiki
Service design lead, Nordkapp
UX design lead, PA Consulting
Public workshop trainer, Mind the Product
UX director, Moving Brands
Product design lead, Abundance Investment
Design team lead, Neyber
Project Lead, Option Grid Health Platform
Founder, Pumkin Creative Ltd


“Alex is a strategic design leader, as well a deeply skilled hands-on practitioner across the full design spectrum. He navigates difficult stakeholder environments with ease and charm, and brings his knowledge and experience to bear in the most unassuming and collaborative way.”

—Jo Simmons, Chief Design Officer, PA Consulting

“Alex's work is always thoughtful and strategically strong. He is proactive, a natural communicator who makes the complex easy to grasp.”

—Jon Hewitt, Creative Director, Moving Brands