Who am I?
A product designer & user researcher based in London, UK with over 20 years of experience working with companies you know & love.
Having worked in e-commerce for over 10 years back-to-back with two of the fastest-growing travel companies across all industries in the UK, I have a solid grasp of user-centred design, planning and conducting user research, user testing, A/B testing, rapid prototyping, heuristic analysis, usability, and accessibility best practices.
My primary objective is to drive commercial success, considering every project and design as a powerful business tool that plays a pivotal role in achieving that goal.
The remarkable growth witnessed in across companies I worked for can largely be attributed to our industry-leading approach to A/B testing and optimising conversion rates, an area I am genuinely passionate about.
Specialising in partnering with highly ambitious startups and small to mid-sized businesses, I have gained invaluable exposure and a profound understanding of high-velocity A/B testing methodologies. This expertise has allowed me to establish “best in class” experimentation teams comprising UI/UX/DEV professionals, resulting in industry-leading products delivered within a short timeframe.
Throughout my journey, I have embraced both qualitative and quantitative research methods, propelling companies to achieve exceptional year-on-year growth of up to 150%, all while enjoying the freedom to innovate and push boundaries.
Employers I’ve partnered with
Availability
I’m currently available for project-based and long-term consulting work.
My role is to assist companies in creating exceptional customer experiences through close collaboration with cross-functional teams. By forming partnerships with Engineering, Research, and other departments, I guide the transformation of ideas from concept to launch and beyond. In my approach, I embrace the principles of lean and iteration, placing empathy, continuous learning, and ideation at the core.
To achieve this, I employ a comprehensive design process that encompasses end-to-end visual design, prototyping, testing, and measuring the success of products and design systems. By consistently iterating and refining, I ensure that the final outcome resonates with customers and delivers the desired impact.
Education
Experience
Principal Product Designer – The Adventure People – December 2023 – Current (contractor)
- Led a site refresh project and served as CRO Consultant, establishing a digital optimisation strategy
- Spearheaded strategic initiatives to enhance user engagement, conversion rates, and overall product performance.
Principal Product Designer – Luxtripper – October 2022 – December 2023 (15 months)
- Spearheaded innovation, achieving a 99% uplift from a single A/B test
- Directed user research, driving iterative product enhancements and internal process efficiencies.
Head of Digital Product Design – Animal Friends October 2021 – October 2022 (1 year]
- Positioned customer-centric digital design strategy
- Led a team of designers, orchestrating platform integrations prioritising trust and safety
- Replatformed the website from WordPress to Optimizely CMS, overseeing the entire redesign process
- Redesigned the quote engine, enhancing the booking process to help users find the most appropriate policy
- Updated and improved efficiencies with a customer hub, enabling users to manage their policies effectively
- Enhanced the veterinary portal login experience for improved usability
- Collaborated with Joii, an online vet service, to provide users with on-demand video calls for pet health concerns
- Managed the UX lifecycle and advocated for best practices.
Head of UI and Product Design – Loveholidays Dec 2015 – October 2021 (5 years 10 months)
- Operated in an extremely fast-paced and evolving environment, leading design efforts and expanding teams
- Designed our first mobile-first website, enhancing user accessibility and engagement amidst rapid industry growth
- Redesigned the booking flow, optimising user journey and conversion rates in response to changing market demands
- Revolutionised the way users search by prioritising hotels first, then flights, improving user experience and satisfaction.
- Played a key role in internationalisation efforts, contributing to expanding into new markets including Ireland (becoming the largest OTA in the country) and the USA
- Managed prioritisation of key UX changes to the website, continuously improving user experience and performance
- Spearheaded diversification from holidays to our hotel-only product, achieving outstanding results in close collaboration with one of the founders
- Met challenges posed by a rapidly changing landscape, devising innovative solutions for complex UX problems.
Acting Head of UX and Product Design – Loveholidays Dec 2014 – Dec 2015 (1 year 1 month)
Led continuous UX improvements and customer-facing projects.
Product Designer – Travel Republic / Dnata / Emirates Dec 2010 – Dec 2014 (4 years 1 month)
Led site redesign, internationalisation, Mobile first application design, and managed customer-facing design.