Human-centred,
business-focused
Bringing clarity
to complexity
Trusted advisor
at C-suite level
From ambiguity
to clear direction
WHAT I DO
Design Strategy & Leadership
Shaping design direction at executive level, from vision and principles to team structure and ways of working. I establish and lead design functions built for long-term performance.
Digital Transformation
Leading large-scale change at the intersection of people, process and technology. I help organisations navigate complexity and deliver transformation that lasts.
Executive Advisory
A trusted thought partner for senior leadership teams. I help you see the situation clearly, challenge the right assumptions, and move forward with confidence.
EXPERIENCE
15+ years shaping strategy and design at global organisations.
BOSTON CONSULTING GROUP (BCG)
Global Director, Design Strategy
2019 2024
Led experience and product strategy for a multi-year Microsoft 365 transformation impacting 32,000+ employees. Built, mentored and developed a global team of UX researchers and designers.
THE ECONOMIST
2010 2019
Senior Manager, Experience Design
Led the full redesign of Economist.com and digital subscriptions experience, driving exceptional commercial impact through research-led design.
VIRGIN MEDIA
2008 2010
Experience Designer
Pioneered user-centred design practice at Virgin Media, building one of the company's first dedicated UX teams and embedding human-centred thinking into Agile product development.
"Anna consistently showcased a unique blend of strategic thinking, user-centric design expertise, and a keen understanding of business objectives. Her methodical and insightful approach was instrumental in ensuring that design solutions were feasible, scalable, and aligned with the overall vision."
Global IT Senior Manager, BCG
"Anna is a strategic thinker who can always strike a balance between consumer and business needs.
She is commercially focused, whilst keeping the customer or end user top of mind, and has a valuable ability to see the bigger picture whilst delivering short and long term goals."
Senior Director, The Economist
ABOUT
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I help organisations figure out what they actually need to do.
That usually means getting into a room with senior stakeholders, understanding the real problem beneath the stated one, and working with them to find a direction everyone can commit to.
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My background sits at the intersection of human-centred design and business strategy, and in my experience, that combination is where the most interesting work happens.
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A couple of years ago I made a deliberate decision to slow down. I based myself in Barcelona, learned Spanish as a third language, and stayed close to how AI is reshaping design and strategy work. I'm now ready for what's next.
