About me
I’m a Senior UX Researcher with over a decade of experience, mentoring junior colleagues, leading cross-functional teams, and partnering with C-level stakeholders. My work has delivered measurable outcomes, including an 8% uplift in sales and a 10% reduction in service requests.
Over the past ten years I’ve supported organisations of many kinds, from luxury retailers to NHS trusts, helping them turn insight into action. My approach blends behavioural science, systems thinking, and design empathy. I’ve scaled research practices across global platforms, supported limited-time launches, and helped teams shift from opinion-driven to evidence-informed decision-making.
For more details, visit my LinkedIn Profile
Leadership and Mentoring
Alongside hands-on research, I have taken on leadership responsibilities that balanced delivery with mentoring and strategy. Across my career I have mentored five junior researchers and designers, and led cross-functional teams of up to five people, often bridging marketing, product, design, and development.
In my current role as Deputy Head of UX, I partner with heads of department and, on occasion, C-level stakeholders to shape digital strategy, campaigns, and research priorities. In earlier roles I co-authored personalisation strategies and user journeys, and directed a six-person project team to redesign multiple B2C and B2B websites. I have also managed medium project budgets, aligning investment with user and business needs.
Beyond the workplace, I was selected for the Nielsen Norman Group UXC Mentorship Programme (2024), where I provided one-to-one mentorship to a UX professional on developing a strategic design mindset and aligning UX initiatives with business goals.
These experiences have given me a foundation in organisational leadership: mentoring individuals, guiding teams, and aligning senior stakeholders around evidence-based decisions.
What I Do Best
Strategic UX Research:
From moderated testing to analytics-backed journey mapping, I turn research into a reliable input for product, content, and marketing.
Cross-Functional Enablement:
I don’t work in isolation. I embed within teams, influence roadmaps, and operationalise insight-sharing across departments.
Accessible, Inclusive Design:
Accessibility isn’t an afterthought. I’ve led WCAG-compliant redesigns, audited journeys with real users, and built scalable accessibility into platform foundations.
Service Design & Systems Thinking:
Whether it’s a B2B portal, a luggage service desk, or an education booking tool, I bring coherence to multi-touchpoint experiences.
Selected Work
Global UX Strategy
I led UX design during content migration from a monolithic infrastructure to a composable architecture. I embedded continuous discovery, drove accessibility maturity, and helped turn research into infrastructure.
Holiday Campaign
Evolution From user confusion to data-backed segmentation, I led a three-year journey that redefined how Victorinox approached seasonal traffic. We applied behavioural design principles, validated user needs at scale, and reshaped how gifting journeys were designed.
Service Blueprint to Retail Design
From lost property flows to smart luggage scales, I led UX across physical and digital. The work spanned POS dashboards, web form conversion, and shop unit layouts, delivering measurable improvements in service quality and revenue.