Design in Practice

Turning Data into Design that Delivers

I am  a Senior UX Designer and Experience Strategist who solves business problems through evidence-led design. Every brief I take on follows the same core principles:

Data-Driven Insight

Behavioural analytics, heat-maps and user testing guide every design decision from first sketch to final pixel.

Design Thinking Discipline

Empathise, define, ideate, prototype, test; I treat the double-diamond as a working rhythm, not a poster on the wall.

UX Best Practice

Accessibility, consistency and clarity are non-negotiables; patterns are codified into reusable systems.

Business Alignment

Metrics matter. I map every user improvement to a commercial or operational KPI before the first sprint kicks off.

Sector-Spanning Impact

Automotive (Nissan GB / Europe / Global)

Evolving EV, finance, and fleet journeys across markets, alongside ongoing BAU enhancements

Led full-spectrum UX delivery—from discovery to final UI—across Nissan’s EV, finance and fleet platforms

Delivered continual “business-as-usual” optimisations for the NMGB website, in close collaboration with Nissan Global and Nissan Europe

Integrated competitive benchmarking and UX analytics (Adobe, Medallia) to drive prioritisation and performance

User Journey Enhancement: Developed user journeys that were not only faster but also clearer, ensuring alignment with overarching business objectives.

Engagement Boost: Initiatives led to a significant increase in user engagement, contributing positively to overall business metrics.

•Optimisation Framework: Established a repeatable and insight-driven optimisation framework, facilitating continuous improvement.

Market Rollout: Successfully rolled out several of these initiatives across all European markets, demonstrating scalability and adaptability of the strategies

Financial Services (Deloitte UK)

Advisors needed a streamlined way to manage client relationships across multiple disconnected systems

Led the UX strategy and end-to-end design of a centralised CRM dashboard for Deloitte’s advisory teams

Conducted stakeholder discovery, mapped user journeys, designed complex IA, and built high-fidelity Figma prototypes

Balanced accessibility, compliance, and performance needs in a fast-paced delivery environment

Delivered a responsive, user-friendly interface that simplified advisor workflows, improved access to critical client data, and laid the groundwork for future platform integration

Hospitality (TAJ Luxury Hotels)

Deliver five-star stays while ensuring invisible, airtight security

Developed end-to-end service-design procedures—covering guest profiling, backstage coordination and discreet alert protocols

The Heads-of-State playbook became one of several cross-department frameworks keeping security central without compromising luxury

Guests (including world leaders) experienced seamless, high-touch hospitality; internal teams gained a repeatable security blueprint

Early Career & Freelance

Start-ups and agencies needing fast, effective UX delivery

Designed responsive sites, CMS builds and design systems for SaaS, ecommerce and F&B brands

Honed rapid discovery, sprint-based delivery and clear hand-off practices

Strengthened ability to move quickly, ask the right questions, and ship scalable design that supports real-world growth

My Process at a Glance

From Brief to Impact

My UX process flexes to fit the problem—but it’s always grounded in clarity, collaboration, and outcomes. Whether I’m leading discovery on a new product or optimising a mature platform, here’s how I typically operate:

1. Align with Purpose

Define what success looks like. Understand user needs, business goals, and technical realities from day one. No assumptions—only alignme

2. Surface the Evidence

Combine stakeholder insight, user interviews, analytics (Adobe, Medallia), and behavioural data to uncover the real opportunities—not just the visible problems.

3. Design for Momentum

Ideate fast, prototype with intent. From low-fidelity wireframes to interactive Figma flows, I move quickly but never recklessly—each iteration is grounded in what we know and what we’ve learned.

4. Test and Validate

Usability testing, click tracking, and direct user feedback ensure nothing ships without purpose. If it doesn't serve both the user and the metric, it doesn’t go live.

5. Document, Deliver, and Elevate

I work closely with developers, content editors and PMs to ensure build accuracy and stay engaged post-launch to track real-world performance and iterate where needed.

Get in touch - let's start work together!

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