Where I’ve worked, and what changed while I was there.

Lead Experience Design across JoyBuy's European business, managing a multidisciplinary UX and Digital Design organisation across London and Beijing. Responsible for experience direction, customer insight, design quality and the evolution of the team's operating model, working across Product, Commercial, Marketing and Technology.

Selected impact

• Guest Checkout: increased new-customer conversion from 61.94% to 68.58% (+6.64pp), contributing approximately 383 additional orders per day and an estimated €2.24m incremental value over 90 days.
• Shop-in-Shop: experience improvements contributed to 14× GMV, +35% ARPU and +5.5pp repurchase rate.
• Established a clearer Experience Operating Model, moving teams from fragmented execution towards end-to-end ownership connected to customer and commercial outcomes.
• Strengthened the role of customer insight, experimentation and data within design decision-making, establishing foundations for more evidence-led product development.
• Lead cross-market collaboration between European and Chinese teams, improving alignment while representing the behaviours and expectations of European customers.

Led multidisciplinary teams spanning UX, Research, Digital Design and Content across Selfridges' digital customer experience. Partnered across Product, Technology, Creative, Marketing and Commercial teams to improve customer experience, digital performance and organisational capability.

Selected impact

• Scaled UX capability from 3 designers to 20+ multidisciplinary specialists, establishing UX Research and expanding responsibility across Digital Design and Content.
• Scaled customer testing from approximately three studies annually to weekly experimentation while maintaining a £60k annual research budget.
• Helped lead digital transformation, introducing product and agile ways of working and moving teams from ad-hoc projects to regular sprint-based delivery.
• Led the evolution of UX from a limited capability towards an integrated, insight-led model, demonstrating ROI through customer data, testing and conversion improvement.
• Developed and implemented a scalable design system, aligning Product, Technology, Creative and other stakeholders around consistent digital experiences.
• Built a strong coaching culture, developing talent from junior level through to management and supporting progression across the organisation.

Founded and lead an independent digital product and growth studio, partnering with ambitious businesses to shape brands, products and customer experiences from strategy through to delivery. My role spans commercial and experience strategy, UX consultancy, digital product development, ecommerce, brand development and fractional design leadership.

Selected impact

• Work directly with founders and leadership teams to identify customer and business opportunities, build the right solutions and measure their impact after launch.
• Lead a network of specialist partners and provide coaching and mentoring to businesses and design professionals.

Led UX across a portfolio of digital products, translating complex customer and business needs into intuitive experiences. Worked across multidisciplinary teams to improve discovery, usability and engagement across global publishing platforms.

Led UX across international travel and ecommerce experiences, improving customer journeys from discovery through booking. Worked across multiple brands and markets, using customer insight, testing and optimisation to improve conversion and establish more consistent digital experiences.

Designed and developed digital products for complex software environments, combining interface design with front-end development to turn technical requirements into intuitive user experiences.

Started my career designing and building websites for a diverse range of clients, developing the foundations in digital design, development and customer-centred thinking that shaped my later career.