Intro
Research
- Deep CRO understanding
- Atomic A/B testing
- User-centered design
- Qualitative and quantitative
- User research
- Design research
Design
- Digital user experiences
- Product design
- Interaction design
- Rapid prototyping
- Wireframing
- Choice architecture
With over 20 years experience, & over 10 years back-to-back with two of the fastest-growing travel companies in the UK, I have a solid grasp of user-centered design, planning and conducting user research, user testing, A/B testing, rapid prototyping, heuristic analysis, usability, and accessibility concerns.
I have a wealth of knowledge working in an extremely agile manner, running teams, owning projects, identifying opportunities, launching internationally, creating autonomous teams in finding opportunities to grow, all validated by data-driven insight, self-serving data-wise and being able to read test results to a highly competent level. I love to build effective design teams & processes, I believe that collaborative, friendly work is the best way to make successful products.
Case studies
Building a hotel only product that increased package conversion by 18%
As loveholidays expanded beyond its core package holiday offering, we needed to understand how the existing experience could support customers looking to book accommodation independently.
Working with product and commercial teams, we explored how hotel only search and booking could fit naturally within the existing experience while still meeting the different needs of these customers.
The challenge was to introduce a new proposition without making the core holiday journey more complicated.
Learning quickly through experimentation
With millions of customers using the product, even small changes could have a meaningful commercial effect. Rather than relying on large redesigns, we developed a high velocity approach to experimentation across the booking journey.
A key part of this was our “small, small, big, big” approach: small in effort, small in the number of variables being changed, but big enough for customers to notice and tested with a big enough audience to give us confidence in the result.
Making holiday discovery more flexible
Holiday search traditionally starts with a destination. But many customers know when they want to travel, their budget or the type of holiday they want before they know exactly where they want to go.
We explored a more flexible approach to search that allowed customers to discover holidays without choosing a destination first. Working across product, UX and engineering, we tested how much freedom we could introduce without making an already complex search journey harder to understand.
Redesigning the quote experience
Pet insurance can be complicated, and our existing quote journey made choosing the right cover harder than it needed to be. We redesigned the experience around clearer choices, simpler interactions and a better way for customers to understand what they were buying.
Scaling design across Animal Friends
As teams and products grew, inconsistent patterns and fragmented design files were making it harder to work efficiently. We created a shared design system that brought consistency across our digital products and gave designers and developers a common foundation to build from.
Rebuilding the Animal Friends website
The existing website was constrained by an ageing platform, technical debt and an experience that had evolved over many years. We used the move from WordPress to Optimizely as an opportunity to rethink the site, creating a faster, more flexible experience built to evolve with the business.
How we achieved a massive 357% conversion uplift
With an 80% bounce rate on a key Luxtripper Landing page, we identified the cause and delivered swift, impactful design solutions.
99% Uplift: Payment Plans Drive Luxtripper Conversions
To increase conversions and enhance user engagement, we explored the effect of prominently displaying payment plan options
Building a design system with Luxtripper
The absence of standardised design guidelines led to inconsistencies, such as varying grids, excessive colour options, inconsistent buttons, and mixed font styles. These issues spanned digital platforms, including the website, back-office systems, and marketing emails. For a luxury brand, this misalignment undermined the polished image we aimed to project.
The Adventure People website redesign
we addressed outdated visuals, inconsistent branding, and a complex user journey.
Testimonials
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