I started out as a web programmer over 25 years ago, building bespoke PHP/MySQL sites back when dial-up was a thing. I’ve always been the person who can’t not spot the thing that isn’t quite working - the confusing step, the missing message, the tiny technical wobble that creates a big user problem.

Then I spent years in the charity sector working on campaigns and appeals. My job was to shape the message, map the supporter journey, keep things on-brand, and bring it all together across web, direct mail, and retail campaigns - coordinating different teams while delivering against ambitious targets and fixed budgets.

When you’re responsible for how all those pieces connect, you start to see patterns everywhere. Where attention drops. Where messaging jars. Where a tiny bit of friction quietly costs results. That pattern-spotting instinct is exactly what I now bring to websites.

Add in a psychology degree and a love of data, and you get the way I look at websites now: not just how they look — but how they guide, reassure, and convert. I get very excited when everything finally clicks into place and you start to see the results of a clear, focused user journey.

Hurd Solutions grew from that mix. I want to help organisations make their digital spaces work as hard as they do.