I connect people, product strategy and design. Helping teams find shared direction and make complex digital experiences easier to use.
01 / Selected work
From changing how a team works to improving the experience of care. Five projects, and the decisions behind them.
MHR · UX leadership & design operations
Moving from separate product teams to a shared UX function, with clearer ownership, planned allocation and stronger collaboration.
MHR · People First · Sprint facilitation · AI prototyping
I designed and facilitated a cross-functional sprint to explore Job Profiles in People First. Prepared research, rapid AI prototyping and synthetic user feedback helped us agree a direction, review a concept and refine it within the day.
03 / Boots · Design sprint
A five-day sprint, a mobile-first prototype and testing with five customers to inform the next steps.
Explore the Boots case study
04 / Clinical Partners · Healthcare
Improving an in-progress therapy portal during COVID-19, with appointments and session access at its centre.
Explore the therapy case study
05 / Adzooma · SaaS & design system
Bringing a new audience, mobile-first thinking and a flexible website system into one direction.
Explore the Adzooma case study02 / My approach
Good UX depends on how people understand the problem, make decisions and work together. These are the connections I care about.
Start with the people using the product and the realities of the organisation. Turn those needs and constraints into a direction the team can share.
Clarify ownership, support designers and connect UX with Product and Engineering. Make work visible so the team can focus on the right problems.
Use research, prototypes and plain language to guide decisions. Consider accessibility throughout, and work within the constraints that shape delivery.
03 / A little about me
I design and lead digital products that make complex systems clear, useful and human.
Over 20 years, I’ve worked across healthcare, retail, HR and regulated sectors. That experience has shaped a practice that brings UX, product strategy, design operations and leadership into the same conversation.
My focus is on scaling UX teams and design operations for enterprise products, alongside accessibility and AI-enabled UX.
I value practical collaboration: listening carefully, making decisions visible and helping people carry a good idea into delivery.
In good company / From the people I work with
“His engaging communication style fosters collaboration and encourages open and honest discussions, while his willingness to explore new ideas and challenge the status quo drives thought provocation and inspires innovation across the whole team(s).”
“Simba’s deep knowledge of our systems and his ability to provide insightful perspectives have helped me approach challenges from new angles.”
“He is open to change and was eager and honest in discussing the ideas presented by the team. …make developers work easier, maintain the highest UX standards, and deliver the feature on time.”
“Having worked with Simba on numerous projects, he has consistently demonstrated the ability to balance stakeholder expectations and business priorities, whilst remaining focused on delivering robust user experiences for customers.”
A few words from the people along the way.
04 / Off the screen
I love being outdoors and hiking. Here are a few moments from out there, through my own lens.
06 frames / Personal photography
01 / Through the trees
02 / A little more perspective
03 / Room to breathe
04 / The way ahead
05 / Out in the open
06 / Along the way
A change of scene. Always welcome.