End-to-end.
Evidence-led.
Shipped.
I design products that reduce friction and drive measurable outcomes. From zero-to-one builds to hypothesis-led experimentation at scale. Formerly PrettyLittleThing, 7 years.
PLT Marketplace: reducing listing friction at scale
Users were dropping off at listing due to effort. I designed a flow that reused existing purchase data to remove friction and make selling feel as easy as buying.
Duelo: structuring product decisions, not just collecting opinions
A product that helps teams validate ideas through structured comparison.
Product Lab: learning product thinking through decisions
Scenario-based learning product teaching product thinking through real decisions.
PDP Optimisation: preserving context at high-intent moments
Introduced in-context interactions that preserved flow and improved conversion across tests.
Irelune: designing for emotional clarity through storytelling
Exploring how simple, story-led interactions can help parents navigate difficult moments with children.
Betfred Casino: designing for intent, not volume
A concept redesign focused on restructuring a grid-heavy experience into clear, intent-driven journeys.
Hale: making heart scan results understandable
Translating complex clinical data into clear, actionable insight patients can understand and act on.
Driving membership through content-first UX
Introducing subscription value within editorial flows, without disrupting reading behaviour.
Turning financial complexity into narrative
Exploring two creative directions using narrative and motion to make complex financial topics more engaging and understandable.
“Thoughtful, logical, and built with technical feasibility in mind - making collaboration with QA significantly smoother. ”
“Sharp, customer-first thinking - balancing stakeholder vision with thoughtful, user-centred design.”
“Balances business goals, user needs, and delivery realities - while consistently pushing for high-quality outcomes.”
“Built strong partnerships between UX and engineering - making collaboration feel natural, efficient, and scalable.”
Identify Friction
Pinpoint where users struggle, hesitate, or drop within a journey. Not only at obvious entry and exit points.
Validate Direction
Use concepts, flows, and early testing to understand what improves the experience before committing to a build.
Refine Interaction
Design solutions that feel intuitive and lightweight, grounded in real user context rather than edge cases.
Apply the Learning
Carry insight from one test into the next. Small interaction changes accumulate into system-level impact over time.
I focus on how things
connect, scale,
and actually work
I am a senior product designer with 7 years shipping across e-commerce, mobile, and internal tools. My focus is on reducing friction, preserving context, and turning small interaction changes into meaningful product impact.
At PrettyLittleThing I owned design independently across core journeys, built and evolved the design system, and progressed from UX Designer to Design and Experimentation Manager.