Experience
A snapshot of my experience in UX and product design, focused on impact, outcomes, and continuous improvement.
Work
History
Profile Summary
Strategic Lead UX & Product Designer with 15+ years’ experience in digital design and 7+ years leading UX and product initiatives, delivering measurable growth across ecommerce, SaaS, and non-profit platforms. Specialising in CRO, UX strategy, and experimentation, I consistently drive improvements across acquisition, conversion, and retention. Currently leading UX at The Fragrance Shop, delivering a 15.8% conversion uplift, 40% subscription growth, and £2.3m in partner-driven revenue through UX-led optimisation and data-informed decision making. Highly experienced in design systems, cross-functional leadership, and mentoring, with a passion for creating user-centred solutions that deliver clear business impact.
Tools &
Skills
Tools & Skills
UX Strategy & Research – User Experience (UX), UX research, accessibility (WCAG), user testing, information architecture, heuristics, insight synthesis
CRO & Experimentation – A/B testing, funnel analysis, hypothesis-driven design, data-led optimisation
Product Design – Wireframes, prototypes, interaction design, usability testing
Design Systems – Component libraries, governance, scalability, design consistency
Leadership – Stakeholder management, mentoring designers, cross-functional delivery
Tools – Figma, GA4, Hotjar, Microsoft Clarity, Jira, Confluence, Miro, Framer, WordPress, Adobe Creative Cloud
Collaboration – Agile teams, stakeholder workshops, developer handoff, UX writing
Experience
Experience
The Fragrance Shop - Lead UX/UI & Product Designer
Aug 2023 – Present
Conversion & Growth Impact
Delivered a 15.8% lift in PDP-to-checkout conversion through UX optimisation, funnel analysis, and iterative A/B testing as part of a broader CRO programme.
Increased Average Order Value by 9% via basket and upsell UX redesigns informed by behavioural data and user insight.
Drove 40% growth in MyTFS subscriptions following a strategic basket redesign focused on clarity, incentives, and reduced friction.
Led UX for branded takeovers, generating 23% partner revenue growth and £2.3m in direct revenue from partner slot sales over 18 months.
Increased affiliate conversion rates by 32% through A/B testing of landing page layouts, messaging hierarchy, and CTA placement.
Strategy, Systems & Leadership
Defined end-to-end UX strategy across mobile and web, supported by research, analytics, and experimentation roadmaps using RICE-based prioritisation.
Built and scaled a modular design system, improving consistency, accessibility, and development velocity across platforms.
Collaborated closely with engineering, marketing, CRM, product owners, and senior leadership to align UX decisions with business goals.
Managed and mentored UX designers, establishing processes for research, testing, and continuous optimisation.
Hope for Justice - Design Manager & UX/UI Designer
Feb 2021 – Aug 2023
High-impact digital transformation
Led the redesign of digital platforms supporting global anti-slavery initiatives, improving user clarity, accessibility, and conversion across multiple markets.
Launched new UX/UI for Slave Free Alliance and multinational partner coalitions, significantly improving engagement and cross-platform visibility.
Directed a global rebrand that enhanced donor trust, advocacy reach, and user engagement metrics.
Managed a cross-functional design team, ensuring strategic alignment between design output, mission objectives, and digital strategy.
The Training Hub (SaaS) - Senior UX/UI Designer
Aug 2020 – Jan 2021
Led UX/UI strategy for B2B and B2C SaaS learning products, increasing platform engagement through user-led redesigns and simplified flows.
Delivered high-impact product enhancements prioritised using data and RICE scoring to ensure rapid value delivery.
Directed brand expansion and new affiliate product ventures, presenting design solutions to stakeholders and executive leadership.
Lifts To (Ski Lifts & Golf Drives) - UX/UI Designer
Oct 2019 – Aug 2020
Designed end-to-end UX for mobile and web travel platforms, improving conversions through journey simplification and clearer value communication.
Built scalable UX component libraries, reducing inconsistencies and improving developer handoff efficiency.
Rebranded all digital products, strengthening credibility and improving booking conversion rates.
Early Career in Graphic & Digital Design (Pre-UX)
2011 – 2019
Nycomm · Print & Cut · Vape Dinner Lady · LW Graphics / Reforma UK · Fotis Graphics · Freelance
(Focused on digital design, print media, brand identity, and creative asset production.)
Education
Education
UX Design Institute
2019 – 2020
Professional Diploma in UX Design
University of Salford
2013 – 2015
FDA Graphic Design & Advertising
Aegean College
2007 – 2010
HND Graphic & Web Design
How I
Work
How I Work
Data-led, hypothesis-driven UX and CRO
Prioritisation using RICE for fast, high-value delivery
Lifecycle optimisation: Reach > Act > Convert > Engage
Experimentation mindset: test > measure > iterate
Continuous improvement of critical flows including checkout, PDP, onboarding, and subscriptions
Experience
A snapshot of my experience in UX and product design, focused on impact, outcomes, and continuous improvement.
Work
History
Profile Summary
Strategic Lead UX & Product Designer with 15+ years’ experience in digital design and 7+ years leading UX and product initiatives, delivering measurable growth across ecommerce, SaaS, and non-profit platforms. Specialising in CRO, UX strategy, and experimentation, I consistently drive improvements across acquisition, conversion, and retention. Currently leading UX at The Fragrance Shop, delivering a 15.8% conversion uplift, 40% subscription growth, and £2.3m in partner-driven revenue through UX-led optimisation and data-informed decision making. Highly experienced in design systems, cross-functional leadership, and mentoring, with a passion for creating user-centred solutions that deliver clear business impact.
Tools &
Skills
Tools & Skills
UX Strategy & Research – User Experience (UX), UX research, accessibility (WCAG), user testing, information architecture, heuristics, insight synthesis
CRO & Experimentation – A/B testing, funnel analysis, hypothesis-driven design, data-led optimisation
Product Design – Wireframes, prototypes, interaction design, usability testing
Design Systems – Component libraries, governance, scalability, design consistency
Leadership – Stakeholder management, mentoring designers, cross-functional delivery
Tools – Figma, GA4, Hotjar, Microsoft Clarity, Jira, Confluence, Miro, Framer, WordPress, Adobe Creative Cloud
Collaboration – Agile teams, stakeholder workshops, developer handoff, UX writing
Experience
Experience
The Fragrance Shop - Lead UX/UI & Product Designer
Aug 2023 – Present
Conversion & Growth Impact
Delivered a 15.8% lift in PDP-to-checkout conversion through UX optimisation, funnel analysis, and iterative A/B testing as part of a broader CRO programme.
Increased Average Order Value by 9% via basket and upsell UX redesigns informed by behavioural data and user insight.
Drove 40% growth in MyTFS subscriptions following a strategic basket redesign focused on clarity, incentives, and reduced friction.
Led UX for branded takeovers, generating 23% partner revenue growth and £2.3m in direct revenue from partner slot sales over 18 months.
Increased affiliate conversion rates by 32% through A/B testing of landing page layouts, messaging hierarchy, and CTA placement.
Strategy, Systems & Leadership
Defined end-to-end UX strategy across mobile and web, supported by research, analytics, and experimentation roadmaps using RICE-based prioritisation.
Built and scaled a modular design system, improving consistency, accessibility, and development velocity across platforms.
Collaborated closely with engineering, marketing, CRM, product owners, and senior leadership to align UX decisions with business goals.
Managed and mentored UX designers, establishing processes for research, testing, and continuous optimisation.
Hope for Justice - Design Manager & UX/UI Designer
Feb 2021 – Aug 2023
High-impact digital transformation
Led the redesign of digital platforms supporting global anti-slavery initiatives, improving user clarity, accessibility, and conversion across multiple markets.
Launched new UX/UI for Slave Free Alliance and multinational partner coalitions, significantly improving engagement and cross-platform visibility.
Directed a global rebrand that enhanced donor trust, advocacy reach, and user engagement metrics.
Managed a cross-functional design team, ensuring strategic alignment between design output, mission objectives, and digital strategy.
The Training Hub (SaaS) - Senior UX/UI Designer
Aug 2020 – Jan 2021
Led UX/UI strategy for B2B and B2C SaaS learning products, increasing platform engagement through user-led redesigns and simplified flows.
Delivered high-impact product enhancements prioritised using data and RICE scoring to ensure rapid value delivery.
Directed brand expansion and new affiliate product ventures, presenting design solutions to stakeholders and executive leadership.
Lifts To (Ski Lifts & Golf Drives) - UX/UI Designer
Oct 2019 – Aug 2020
Designed end-to-end UX for mobile and web travel platforms, improving conversions through journey simplification and clearer value communication.
Built scalable UX component libraries, reducing inconsistencies and improving developer handoff efficiency.
Rebranded all digital products, strengthening credibility and improving booking conversion rates.
Early Career in Graphic & Digital Design (Pre-UX)
2011 – 2019
Nycomm · Print & Cut · Vape Dinner Lady · LW Graphics / Reforma UK · Fotis Graphics · Freelance
(Focused on digital design, print media, brand identity, and creative asset production.)
Education
Education
UX Design Institute
2019 – 2020
Professional Diploma in UX Design
University of Salford
2013 – 2015
FDA Graphic Design & Advertising
Aegean College
2007 – 2010
HND Graphic & Web Design
How I
Work
How I Work
Data-led, hypothesis-driven UX and CRO
Prioritisation using RICE for fast, high-value delivery
Lifecycle optimisation: Reach > Act > Convert > Engage
Experimentation mindset: test > measure > iterate
Continuous improvement of critical flows including checkout, PDP, onboarding, and subscriptions
Experience
A snapshot of my experience in UX and product design, focused on impact, outcomes, and continuous improvement.
Work
History
Profile Summary
Strategic Lead UX & Product Designer with 15+ years’ experience in digital design and 7+ years leading UX and product initiatives, delivering measurable growth across ecommerce, SaaS, and non-profit platforms. Specialising in CRO, UX strategy, and experimentation, I consistently drive improvements across acquisition, conversion, and retention. Currently leading UX at The Fragrance Shop, delivering a 15.8% conversion uplift, 40% subscription growth, and £2.3m in partner-driven revenue through UX-led optimisation and data-informed decision making. Highly experienced in design systems, cross-functional leadership, and mentoring, with a passion for creating user-centred solutions that deliver clear business impact.
Tools &
Skills
Tools & Skills
UX Strategy & Research – User Experience (UX), UX research, accessibility (WCAG), user testing, information architecture, heuristics, insight synthesis
CRO & Experimentation – A/B testing, funnel analysis, hypothesis-driven design, data-led optimisation
Product Design – Wireframes, prototypes, interaction design, usability testing
Design Systems – Component libraries, governance, scalability, design consistency
Leadership – Stakeholder management, mentoring designers, cross-functional delivery
Tools – Figma, GA4, Hotjar, Microsoft Clarity, Jira, Confluence, Miro, Framer, WordPress, Adobe Creative Cloud
Collaboration – Agile teams, stakeholder workshops, developer handoff, UX writing
Experience
Experience
The Fragrance Shop - Lead UX/UI & Product Designer
Aug 2023 – Present
Conversion & Growth Impact
Delivered a 15.8% lift in PDP-to-checkout conversion through UX optimisation, funnel analysis, and iterative A/B testing as part of a broader CRO programme.
Increased Average Order Value by 9% via basket and upsell UX redesigns informed by behavioural data and user insight.
Drove 40% growth in MyTFS subscriptions following a strategic basket redesign focused on clarity, incentives, and reduced friction.
Led UX for branded takeovers, generating 23% partner revenue growth and £2.3m in direct revenue from partner slot sales over 18 months.
Increased affiliate conversion rates by 32% through A/B testing of landing page layouts, messaging hierarchy, and CTA placement.
Strategy, Systems & Leadership
Defined end-to-end UX strategy across mobile and web, supported by research, analytics, and experimentation roadmaps using RICE-based prioritisation.
Built and scaled a modular design system, improving consistency, accessibility, and development velocity across platforms.
Collaborated closely with engineering, marketing, CRM, product owners, and senior leadership to align UX decisions with business goals.
Managed and mentored UX designers, establishing processes for research, testing, and continuous optimisation.
Hope for Justice - Design Manager & UX/UI Designer
Feb 2021 – Aug 2023
High-impact digital transformation
Led the redesign of digital platforms supporting global anti-slavery initiatives, improving user clarity, accessibility, and conversion across multiple markets.
Launched new UX/UI for Slave Free Alliance and multinational partner coalitions, significantly improving engagement and cross-platform visibility.
Directed a global rebrand that enhanced donor trust, advocacy reach, and user engagement metrics.
Managed a cross-functional design team, ensuring strategic alignment between design output, mission objectives, and digital strategy.
The Training Hub (SaaS) - Senior UX/UI Designer
Aug 2020 – Jan 2021
Led UX/UI strategy for B2B and B2C SaaS learning products, increasing platform engagement through user-led redesigns and simplified flows.
Delivered high-impact product enhancements prioritised using data and RICE scoring to ensure rapid value delivery.
Directed brand expansion and new affiliate product ventures, presenting design solutions to stakeholders and executive leadership.
Lifts To (Ski Lifts & Golf Drives) - UX/UI Designer
Oct 2019 – Aug 2020
Designed end-to-end UX for mobile and web travel platforms, improving conversions through journey simplification and clearer value communication.
Built scalable UX component libraries, reducing inconsistencies and improving developer handoff efficiency.
Rebranded all digital products, strengthening credibility and improving booking conversion rates.
Early Career in Graphic & Digital Design (Pre-UX)
2011 – 2019
Nycomm · Print & Cut · Vape Dinner Lady · LW Graphics / Reforma UK · Fotis Graphics · Freelance
(Focused on digital design, print media, brand identity, and creative asset production.)
Education
Education
UX Design Institute
2019 – 2020
Professional Diploma in UX Design
University of Salford
2013 – 2015
FDA Graphic Design & Advertising
Aegean College
2007 – 2010
HND Graphic & Web Design
How I
Work
How I Work
Data-led, hypothesis-driven UX and CRO
Prioritisation using RICE for fast, high-value delivery
Lifecycle optimisation: Reach > Act > Convert > Engage
Experimentation mindset: test > measure > iterate
Continuous improvement of critical flows including checkout, PDP, onboarding, and subscriptions