He started his career at Personal Digital Assistant pioneer Psion and was part of the executive management team that spun Psion’s software group out into Symbian.
In 2001 he founded the mobile photo uploading company Cognima (later to become ShoZu). Simon put User Experience at the heart of the company, creating a dedicated Interaction Design team right from the start.
In 2009 Simon co-founded DriveGain (where he is still the CEO) to develop an iPhone app that helps users save fuel as they drive.
At both Symbian and later at Orange Group she developed user experience strategy for mobile devices and has consulted on mobile service design in the years since.
She is a birth choice advocate, and in July 2011 published a book: Caesarean Birth: A positive approach to preparation and recovery and runs the csections.org blog.