A long time ago in a galaxy far, far away

I discovered WordPress in the early noughties whilst looking for a content management system I could use to build Quake III: Arena clan web sites, and never looked back.

I began working freelance offering identity and brand design, along side web site design and development before joining a local agency in 2007, where I began to focus on eCommerce.


In 2011 I joined WooThemes with Mike Jolley where we co-founded WooCommerce the plugin.

Primarily I handled all things design, including the creation of the first dozen or so dedicated WooCommerce themes, product design for WooCommerce core, and marketing materials for the WooThemes blog. I’m also proud to have incubated the WooCommerce extension marketplace.

Towards the end of the teenies my attention shifted solely to WooCommerce product design, and centred mostly around the “WooCommerce Admin” project – a re-imagination of the entire UX that embraced new technologies introduced to WordPress via the Gutenberg project.


In 2020 I began to focus more on WordPress core, and the Gutenberg project in particular. Today I am working on democratising theme design and development, by bringing what was once a code-based exercise to the site editor.

I’ve contributed design and code to WordPress 5.7, 5.8, 5.9, and 6.0.

I live in the UK with my wife and dog where I enjoy making coffee, and pizza, and tending to our garden.

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