Good user experience and product design are more than just visually appealing; they’re about solving real problems.
At the core of both is the seamless integration of Conversion Rate Optimisation (CRO) and design principles to create experiences that not only engage users but also drive measurable outcomes. Every design decision, from user flows to interface elements, is made with the goal of improving usability, increasing conversions, and ensuring that the product meets both user needs and business objectives. It’s about refining each touchpoint to deliver value at every stage of the user journey.
*Please note, due to the industry (location/identity/fraud) that I currently work in, NDAs prevent me from showcasing or disclosing my projects.
Navigating Digital Experiences: A CRO-Driven Product Design Journey
In the ever-evolving landscape of digital design, I've discovered that true innovation lies at the intersection of user psychology, strategic thinking, and relentless curiosity.
My professional narrative is defined by the strategic intersection of user experience design and business innovation. As a UX Optimisation Manager, I transform complex digital interactions into intuitive, meaningful journeys that seamlessly align user needs with organisational objectives. The core of my approach lies in understanding the relationship between human behaviour and technological design. Each project becomes an opportunity to decode user behaviour—to understand the subtle nuances of how people think, feel, and navigate digital environments.
Whether working with high-growth startups or established enterprises, my approach has always been rooted in design thinking: transforming research insights into elegant, meaningful solutions that solve real-world challenges. From co-founding a UX consultancy that launched digital journeys for over 150 companies to my current role in the location / identity / fraud (SaaS) space, I've consistently championed a user-centric philosophy that turns complexity into clarity. This journey has taught me that great UX is more than a profession—it's a commitment to continuous learning, empathy, and the belief that technology should adapt to human experiences, not the other way around.
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My approach
Professional versatility has been a hallmark of my journey. Transitioning between product-focused and digital UX teams has provided a multidimensional perspective, allowing me to approach design challenges with nuanced, adaptive thinking. This approach ensures that optimisation strategies are not just technically sound, but deeply empathetic.
My toolkit combines empirical insights with creative strategy. By systematically analysing user testing observations, experience metrics, and interaction patterns, I craft digital experiences that feel both intelligent and inherently human. The goal is never just improvement, but transformation – creating solutions that anticipate user needs before they're explicitly expressed.
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My passions
When I am not UX-ing, you’ll likely find me by the coast, soaking in the sea air. I love coastal walks, where I can clear my mind and find inspiration, or out on my paddleboard—desperately trying to stay upright! I’m always snapping away, capturing new memories and fresh perspectives through photography.
I’m also passionate about interior design, especially aesthetic minimalism and coastal-inspired styles. This love for design spills into my lifestyle blog, where I share insights on coastal living, interior design, and creating that calming ‘coastal vibe’. And when I’m not blogging, I express myself through abstract art. I also enjoy reading a good psychological thriller to unwind.
