Behind the work
From dial-up to decentralisation to AI, I’ve helped shape teams, products, and systems through every major shift in technology, turning uncertainty into meaningful progress.
Hi, I'm Shay.
I’ve spent over two decades helping people make sense of messy problems and build things that actually work.
I work with organisations to untangle complexity, shape the right teams and systems, and build products that make a difference.
This site is for people building teams, leading change, or navigating complexity. Whether you’re after perspective, partnership, or just trying to do better work — there’s something here for you.
Organisations I’ve worked with
My story
Design was the starting point. What kept me going was the potential to shape how things work, how teams operate, and how people experience the world, even in subtle ways.
I grew up through the shifting waves of technology. From dial-up and floppy disks to the rise of the web, eCommerce, smartphones, social media, blockchain, and now AI.
Each wave has reshaped how we live, work, and connect, often in ways we’re still learning to navigate.
Curiosity kept me close to the work, but also pushed me to think wider. Over time, that meant moving beyond pixels and interfaces into systems, organisational dynamics, and the behavioural patterns that shape how people actually work together.
Leading through complexity
The work I do often sits in complex, high-stakes environments; the kind where layers run deep and real progress takes depth, not just speed.
Using a Human-Centred Design approach ensures the needs of everyone involved, not just end users, are considered alongside commercial goals… so outcomes work beyond the whiteboard.
That’s included navigating global companies, public institutions, and fast-moving start-ups, where progress only happens when people are aligned and complexity is made clear.
Impact isn't always loud
What I’ve found most valuable isn’t just what gets built, but why.
That could mean designing internal tools that quietly save hours every day.
It could mean reshaping journeys to reduce friction for real users. Or helping a business shift toward more thoughtful decisions, not because of pressure, but because it’s the right thing to do.
Sometimes the impact is more visible. I’ve supported the NHS during COVID, helped reduce violence in UK prisons, and contributed to safer outcomes in the energy sector. But I’ve also learned that the value of work isn’t measured by how loudly it announces itself.
The best outcomes often speak quietly and still carry weight.
Principles that guide how I live and lead
People are everything
No product, process or progress happens in isolation. The right people, and how we treat them, shape everything. Whether at work or in life, I try to create the kind of conditions where people can do their best, with trust, safety and support. When people thrive, the work does too.
Clarity creates progress
I don’t overcomplicate. I stay calm in ambiguity and bring clarity without claiming to know it all. When people understand the path, they can move forward with confidence.
I care about what things actually do, not just how they look. I focus on what’s useful, thoughtful and real — not just what looks good.
Progress beats perfection
Good things take time, but momentum matters. I’d rather learn by doing than wait for perfect. Start small. Stay open. Keep going.
Surface problems usually point to something deeper. A broken pattern, misaligned incentive, or outdated assumption can often be the cause.
I aim to solve things at the root, not just the surface.
Integrity over optics
I care more about doing the right thing than being seen doing it. That means listening when it’s hard, acting when it’s uncomfortable and holding myself to standards that aren’t always visible.
Got a challenge worth solving?
Whether you’re ready to talk or just want to get a better sense of how I work.
Behind the scenes
♥ Family
I live on the outskirts of London (Eltham) with my brilliant wife, two wildly imaginative kids, our cat Rio, and chickens named Chilli, Peppa, Lemon, and Lime. Yes, we have actual pet chickens. No, they don’t lay golden eggs (yet).
Interests
I love making things. When it’s not in the digital realm, you’ll usually find me in the garage covered in sawdust, elbow-deep in a project, or in the greenhouse trying to coax mangoes and papayas into fruiting. Will they ever yield? The optimist has no doubts.
If I weren’t a designer…
I’d probably be an inventor of odd gadgets. Something like a toast-making robot that also dispenses life advice. Obviously not for profit. Just for the vibe.
Design bucket list
Design a children’s book. Create a theme park ride experience. Shape every detail of a house build. And build a fully immersive VR space that doesn’t make people dizzy.