Direction
I bring clarity to what should be built, why it matters, and how it connects to business goals.
Leadership Principles
Craft
I champion high standards, thoughtful architecture, polished interactions, and attention to detail.
Systems
I build design systems, governance, and processes that improve consistency, speed, and team confidence at scale.
Culture
I foster psychological safety, constructive critique, and continuous learning so people can do their best work.
Technical Partnership
With hands-on React and React Native experience, I bridge design and engineering effectively.
Mentorship & Development
I mentor designers at all levels and help organisations mature their design capability.
Leadership in Practice
Leadership is not just about setting direction. It is about creating the conditions for teams to do their best work. I help teams improve quality, move with more confidence, collaborate more effectively, and connect design decisions to product and business outcomes.
Team Leadership
Built & Scaled Teams
Built and mentored a global design team of 8+ across multiple SaaS products at Asite.
Strategic Influence
Shifted design from a delivery function to a strategic partner that influences roadmap, prioritisation, and investment decisions.
Cross-functional Collaboration
Created strong partnerships with product, engineering, and executive teams to drive better outcomes.
Founding Leadership
Built Design from Zero
Established the product design function from scratch at wi-Q.
Scaled with the Company
Scaled design capability alongside company growth from early concept to 62+ countries.
Multidisciplinary Leadership
Led product design, UI development, brand systems, and investor storytelling.
Design Operations
Design Systems & Governance
Led creation and governance of a unified design system that improved consistency and delivery speed.
Process & Efficiency
Implemented design operations practices that increased feature launch velocity by 30%.
Quality & Maturity
Raised overall design quality and helped shift design from tactical delivery to strategic influence.
Trusted across product, engineering and leadership
Troy’s strategic design leadership and entrepreneurial mindset were invaluable to our tech startup. He transformed complex requirements into elegant, user-focused solutions, propelling wi-Q from a concept to a global product.