The short version: I've spent my life learning how people change. The long version involves horses.

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The short version: I've spent my life learning how people change and innovate. The long version involves horses.

I grew up in Germany and moved to the UK to study design more than 30 years ago. To Germans, I'm a free-wheeling creative spirit; to Brits and Americans, I'm a wildly organised strategist who gets things done. I gave up trying to resolve the contradiction long ago. It's my favourite place to live: the intersection. Empathy lets me translate between perspectives — disciplines, cultures, ways of seeing — and the intersections are where creativity and innovation thrive.

I've been a designer all my working life: an art-school-trained creative problem solver who thinks with her hands and thrives on ambiguity. I brought design to the emerging world of digital technology and the internet, then to every wave of innovation since — mobile, voice, and now AI — and I was deeply passionate about cross-disciplinary collaboration long before it became a thing. Along the way, I designed and built products and teams at Silicon Valley leaders like Amazon, Yahoo! and Pivotal, co-wrote "Communicating the UX Vision", taught at the University of the Arts London, and helped organisations from tiny startups to trillion-dollar giants transform how they work.

I loved that work. I still do some of it. But the longer I did it, the clearer one pattern became: behind every "organisational" challenge was a person — often a brilliant, exhausted person — trying to create change without anyone truly in their corner. More and more, the moments that meant the most to me weren't the strategy workshops. They were the quiet conversations afterwards, and helping these leaders create the change they envisaged.

So I trained properly: first as a coach (I'm an ICF Professional Certified Coach), and then — following a thread that began with a little girl who asked for a pony every single birthday, in a family that was scared of horses — as an Equus Coach Master Facilitator with the Center for Equus Coaching. The ponies finally arrived, decades late and right on time.

Horses taught me about presence, honesty and leadership more than any boardroom ever did. Now they are my co-coaches, teaching fundamentals of modern leadership and helping people reconnect with their true selves.

And through it all, I kept making things, because I know first-hand how easily a career built on creativity can stop leaving room for your own. That's why coaching creatives back to their spark is some of the work I treasure most.

And how does a designer end up designing organisations? They say we all turn into our parents. Hard to believe, until it happens. My mum started out with a scholarship in maths and physics, a mastery of spreadsheets, and a strategic, systems-wide view of the world, and decades before I got there, she was designing organisations with sticky notes and brown paper. I arrived at the same place from the opposite direction: art school, empathy for the people around the work — collaborators, users, leaders — plus a systems-thinking perspective, creative problem-solving, and a stubborn vision to set people up for success. Same brown paper. Same sticky notes. It runs in the family.

A few things about me

  • I'm happiest at the stable, in open water first thing in the morning, or elbow-deep in clay at the pottery wheel

  • I was the girl who asked for a pony every single birthday in a family that's scared of horses. The ponies eventually arrived; the family is still coming around

  • I got to follow my calling three times: as a designer & creative problem solver, helping people thrive, and combining work with horses. I'm still amazed I didn't have to choose

  • Behind the handle @polaroidgrrl is a lifelong love of photography and indie music

  • Travel is my favourite medicine: equal parts wanderlust, the hunt for a great iced latte, and waves worth chasing

  • I have far too many books, notebooks and pens. I regret nothing

  • I live in London and coach worldwide

  • My company, Northshore, is named after Oahu’s legendary beaches for the spirit of aloha, the thrill of jumping in and the (sometimes daunting) art of choosing which waves will get you closer to your North Star

  • I’m writing a new book about purposeful AI, because I believe technology should serve humans, never the other way around. And I want to help the people who are tasked with figuring out how to add AI to their company

Credentials

ICF Professional Certified Coach (PCC) · Equus Coach Master Facilitator, Center for Equus Coaching · Co-author, "Communicating the UX Vision" (Elsevier) · Co-author “Purposeful AI” (due 2026) · MA Applied Imagination, Central Saint Martins · BA(hons) Art, Design & Media · MBA Fundamentals, London School of Economics · Visiting teacher, University of the Arts London · 30+ years leading product, design and innovation at Amazon, Yahoo!, Pivotal, Method and others

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