Senior Product Designer | 15+ Years Experience | Leading Design Teams & Delivering Impactful Product
Actively Looking for Work
I am a seasoned Product Designer and Conversion Rate Optimisation (CRO) Specialist
I have over 15 years of experience crafting high-impact, data-informed design strategies for industry leaders, corporations, startups, and growth-stage businesses. My expertise lies in merging bold creative vision with rigorous analytical frameworks to optimise user journeys, amplify conversion, and deliver measurable business outcomes across diverse sectors—including real estate, banking, automotive, travel, and e-commerce.
Core Expertise & Skills:
- Conversion Rate Optimisation (CRO): Proven track record in designing and implementing A/B tests, personalisation frameworks, and experimentation roadmaps that consistently lift KPIs.
- Data-Driven Product Design: Leveraging qualitative/quantitative research (user testing, analytics, heatmaps) to transform user insights into intuitive, accessible, and scalable digital products.
- End-to-End UX/UI Leadership: Owning design from concept to launch—including user flows, wireframes, prototypes, design systems—and collaborating cross-functionally with product, engineering, and analytics teams.
- Front-End Development Fluency: Hands-on proficiency in HTML5, CSS3/SASS, JavaScript, and responsive frameworks (Bootstrap, Foundation) ensures technically feasible, pixel-perfect implementation.
Technical Toolkit:
- CRO & Experimentation: Optimizely, VWO, Qubit
- Design & Prototyping: Figma, Sketch, Adobe Suite, InVision, Marvel, Flinto, Balsamiq
- Research & Analytics: UserZoom, Hotjar, Usabilla, Contentsquare, Google Analytics, MixPanel, Looker, Kibana
- Development & Workflow: Git, SVN, Command Line, Jira, Pivotal Tracker, Google Tag Manager
- Accessibility & Validation: WAVE, Treejack
Sector Experience & Impact:
- Real Estate (Zoopla): As Senior Product Designer, I optimised experiences for the UK’s largest property platform, championing human-centred design and enhancing conversion through data-validated solutions. Spearheaded contributions to a global design system and fostered Design Thinking adoption.
- Banking (TSB): As Product Designer, I led UX/UI for customer-facing digital products, translating complex data into elegant flows for millions of users. Evolved design systems across web and mobile apps, ensuring accessibility and consistency.
- Automotive (Auto Trader UK): As Principal Product Designer, I drove conversion for the UK’s top car marketplace by establishing A/B testing frameworks and embedding a test-and-learn culture. Collaborated with data scientists to turn behavioural insights into actionable experiments.
- Travel & E-commerce (loveholidays, STA Travel): Delivered multilingual e-commerce platforms (loveholidays) and managed global CRO strategy for STA Travel across six regions. Led UX teams, experimentation pipelines, and revenue-focused optimisations grounded in user research and analytics.
- CRO & Experimentation: Optimizely, VWO, Qubit
- Design & Prototyping: Figma, Sketch, Adobe Suite, InVision, Marvel, Flinto, Balsamiq
- Research & Analytics: UserZoom, Hotjar, Usabilla, Contentsquare, Google Analytics, MixPanel, Looker, Kibana
- Development & Workflow: Git, SVN, Command Line, Jira, Pivotal Tracker, Google Tag Manager
- Accessibility & Validation: WAVE, Treejack
Sector Experience & Impact:
- Real Estate (Zoopla): As Senior Product Designer, I optimised experiences for the UK’s largest property platform, championing human-centred design and enhancing conversion through data-validated solutions. Spearheaded contributions to a global design system and fostered Design Thinking adoption.
- Banking (TSB): As Product Designer, I led UX/UI for customer-facing digital products, translating complex data into elegant flows for millions of users. Evolved design systems across web and mobile apps, ensuring accessibility and consistency.
- Automotive (Auto Trader UK): As Principal Product Designer, I drove conversion for the UK’s top car marketplace by establishing A/B testing frameworks and embedding a test-and-learn culture. Collaborated with data scientists to turn behavioural insights into actionable experiments.
- Travel & E-commerce (loveholidays, STA Travel): Delivered multilingual e-commerce platforms (loveholidays) and managed global CRO strategy for STA Travel across six regions. Led UX teams, experimentation pipelines, and revenue-focused optimisations grounded in user research and analytics.
My approach balances creative innovation with empirical validation, ensuring designs not only captivate users but also deliver tangible growth. I thrive in environments where design rigour meets business ambition, and I excel at bridging the gap between user needs, technical constraints, and commercial goals.
Let's connect to discuss how I can turn your digital product vision into a high-conversion reality.