Resume

Jul 2020 – Present

Sole designer on a complex, multi-step service used daily by people with widely varying digital confidence. Built the user-centred design practice from nothing.

• End-to-end journeys: Designed the full journey rather than isolated screens, so people can complete a complicated multi-step process on their own, without training or support.

• Research and metrics: Used insight from usability testing and customer conversations alongside metrics (GA4, Hotjar, heatmaps, session recordings) to identify pain points and prioritise what to fix.

• Design artefacts: Produced user journey maps, sitemaps, navigation schema and annotated wireframes as the working documentation the team built from.

• Edge and corner cases: Designed for what actually happens, not just the happy path: error states, unusual inputs and the cases people hit when they do something unexpected.

• Usability testing: Planned and supported testing sessions, then turned findings into specific design changes rather than a list of observations.

• Workshops and facilitation: Ran sessions with stakeholders across sales, production and engineering to align differing views and agree what we were actually solving.

• Championing UCD: Advocated user-centred design in a business that had no design function before, coaching colleagues and developers so the practice outlasts any one project.

• Measurable impact: Data-led changes contributed to an 18% increase in conversion, and the service holds a 4.8/5 Trustpilot rating across thousands of orders.