Customer-facing and regulated operating experience shaped how I approach systems.
Founder-led AI consulting for customer-first businesses.
I help operators decide what to prioritise across customer journey, operations, product, data and AI adoption before a specific workflow or build is chosen.
founder-ledoperating prioritiescustomer experience
About me
From community pharmacy to digital healthcare scale-up.
I start from a simple operating belief: long-term trust beats short-term extraction.
My background is in community pharmacy and digital healthcare. That experience shaped a customer-first operating lens: understand the real point of friction before changing the process around it.
In 2015, I co-founded Simple Online Healthcare with Addy Mohammed. Building inside a regulated digital-health business taught me to connect customer experience, operations, data, and product decisions.
As the company expanded, I worked across the problems that sit between teams: how customers find a service, how work moves through an operation, and how evidence should guide the next decision.
My focus now is practical AI adoption. I help businesses assess where AI may be useful, prototype the first workflow, and define the human checks needed before it is trusted with more responsibility.
Simple Online Healthcare was incorporated in 2015 and built around digital access to care.
I bring an operator's view across customer experience, operations, data, and product.
I help teams assess and prototype workflows with explicit human controls.
Already have one recurring process in mind? Start with the AI workflow audit.
How it works
A focused advisory engagement, not AI theatre.
I work with operators who need a clear priority, a defensible next move and practical implementation support rather than another open-ended strategy deck.
Operating priority
I connect the business model, customer journey, current tools, constraints and operational friction to the decision that matters now.
Decision map
I compare process, product, website, data and AI opportunities without assuming that automation is always the right answer.
Recommended next move
You receive a practical recommendation with its objective, dependencies, boundaries and evidence needed before implementation.
Implementation support
When useful, I support the agreed build, test edge cases, help the team take ownership and review what should happen next.
AI automation
Test automation without giving up control.
We design AI workflows around explicit approval points, observable steps, and a practical handover.
Human-in-the-loop where judgement matters
We map the repetitive steps, identify where judgement is still required, and prototype a workflow around those boundaries. Important decisions, brand-sensitive content, and customer-facing actions can be held for human approval before anything is released.
Pipelines that work with your existing tools
Depending on the project, a workflow can connect with CRMs, spreadsheets, analytics platforms, content systems, inboxes, databases, or third-party APIs. We validate each proposed connection, permission, failure path, and approval step before recommending implementation.
Roadmap
An operator's lens for AI adoption.
Understand the customer, define the decision boundary, build only what can be tested, and expand responsibility only when the evidence supports it.
Customer reality
I identify the moments where customers wait, repeat themselves, get confused, or fall through cracks.
Operational audit
I separate repetitive tasks from judgment calls so automation supports people rather than replacing care.
AI system design
I define the assistant, workflow, knowledge base, or internal tool that should ship first.
A system your team can run
I create the operating playbook, team handoff, and measurement loop needed to make the system stick.
Scale what works
I use feedback to improve the workflow, reduce friction, and decide what deserves a second build.
What you get
A clearer priority and an actionable next move.
The output is shaped around the decision in front of the business, not a generic AI roadmap.
Operating decision map
You receive a prioritised view of the opportunities, trade-offs and dependencies that shape the next decision.
Journey and service lens
The recommendation stays connected to what customers experience and what the operating team can support.
Decision brief
The next move has an objective, boundary, responsible owner and evidence needed before more work is commissioned.
Implementation route
If a build is justified, I define whether it belongs in a workflow diagnostic, product project, website change or another specialist route.
Consulting
Work with me on the wider operating question.
Tell me about the decision, customer journey or operational priority that is difficult to move. If one repetitive workflow is already clear, the AI Automation service may be the more direct starting point.