A little bit about me

Design Matters is the brand I use to conduct my own personal freelance work. I specialise in crafting end-to-end design solutions across websites, apps, branding, presentations, and social media. I lead creative direction and work closely with clients to identify their true needs, delivering tailored design experiences that make an impact. From user experience discoveries to concept development, I handle every aspect of the project, whether providing targeted design assistance or managing full-scale initiatives. With a flexible approach, I bring in additional resources, ensuring projects meet aesthetic and functional goals.

I lead the end-to-end UI/UX design process for new and existing customers, ensuring seamless and engaging user experiences. I create detailed mock-ups, wireframes, functional prototypes, and high-fidelity UI designs for eCommerce clients, focusing on precision and creativity to elevate eCommerce design while adhering to best practices.
 
My role includes conducting design audits to identify usability issues and devising solutions for the production team. I frequently communicate with clients, leading UX workshops to capture their business goals, target demographics, and creative direction. Using quantitative and qualitative research, I gather insights that shape UX deliverables, feeding directly into the design process.
 
I define information architecture, create sitemaps, and develop user flows for intuitive structures. Presenting findings and design solutions to internal teams and stakeholders ensures alignment and clarity on design direction.
Collaboration is essential. I work closely with developers to maintain design and development consistency, conducting handovers and reviews to ensure quality and functionality. I also work with the design team to innovate and improve our creative offerings, managing the internal design system.
 
With the CRO team, I focus on improving client sites based on key metrics and business goals, conducting UX audits, and implementing roadmaps for success. Recently, I earned an accessibility standards certificate from the Interaction Design Foundation, enhancing my ability to create inclusive, accessible designs.

Led and managed an internal team of 2 UI/UX designers, plus ongoing management of 6 external contractors, overseeing the end-to-end design process from ideation to execution. Produced high-quality digital designs for web, mobile, IOS, and Android apps, and bespoke digital products, driving conversion, user uptake, visual appeal, and adherence to branding and style guidelines.
 
Collaborated with cross-functional teams (product management, engineering, marketing) to ensure design solutions aligned with business goals and user needs.
 
Led and facilitated ideation workshops for start-ups and existing brands to explore missing KPIs and brand messaging.
 
Recently supported Australia's largest beauty retailer successfully launching their SPF range in the UK. Achieved impressive results, including over 10k user sessions within one month, a 4% completion rate at checkout, and a 10% increase in average order value.
 
Designed and created one of America's fastest-growing startup beauty brands' new website driving a 344% increase in online store sessions, a 154% increase in total orders, a 124% increase in total sales, and a 54% increase in returning customers over the past 18 months. Implemented user-centric design elements incrementally to optimise conversions.
 
Developed branding style guides for startups and established brands seeking brand repositioning, enabling them to establish a strong identity and stand out in their industries.
 
Created a variety of videos, including full-feature after-effects animations, tutorials, and showreels for website usage and social media outreach.
 
Assisted companies in crafting compelling investment decks to secure funding for organisational and product growth.

Advise wider business on developing innovative solutions to solve client problems and meet client needs.

Conceptualise, design, and execute best-in-class digital platforms and content for desktop and mobile devices both native app and browser-based sites.

Mock-up prototypes to help identify the best solutions and participate in internal design and production reviews.

Led in the ownership of The Times new design system (Now pushed out across all News UK products under the name Newskit), creating and maintaining to produce a consistent look and feel across all products. Constantly working on updating and improving to ensure efficient design creations and reduce duplications.

Creating usable prototype mock up using Figma and Sketch.

Research new standards, approaches, and methodologies for the dynamic delivery of information to a target audience.

Report to the Head of Design with external feedback and design updates.

Work in an agile way within smaller cross-functional teams outside the central UXD team to create and build all content within the main platforms.

Set up and deliver UX testing sessions for moderated and unmoderated tests.

Advise the creative team on developing innovative solutions to solve client problems and meet client needs.

Conceptualise, design, and execute best-in-class digital platforms and content for desktop and mobile devices.

Mock-up prototypes to help identify the best solutions and participate in internal design and production reviews.

Research new standards, approaches, and methodologies for the dynamic delivery of information to a target audience.

Oversee web design projects throughout the development phase to ensure exacting standards are met.

Managed full design process for multiple large eCommerce websites such as Barbour, Barbour International & Barbour Beacon from inception to execution including storyboarding, conception and visual design to meet all stages of development.

Oversee the implementation of strict guidelines and ensure they are met for global & national brands, such as Superdrug, The Pen Shop, Western Power Distributions, BBC, Oasis Floral & Carbon Trust.

Ability to multi-task and be accountable for project outcomes.

Created, implemented, and oversaw the development of key brand-building elements.

Overcame agile-related challenges for multiple web-based products.

Develop user-centered design solutions to meet business and consumer needs for digital products; represent user-experience design point of view throughout the organisation and associated process.

Created assets for multiple needs including storyboarding, product execution, marketing and promotion, and new experience generation.

Worked independently, multi-tasking make fast decisions, and learn through iteration.

Worked closely with Product, Sales, and Marketing to ideate and create a digital design for web, mobile, and tablet platforms based on user-centered behaviors and business needs.

Experience in implementing complex visual design for public-facing websites.

Animations using After Effects for web-based platforms and interactive experiences.

Provide feedback on the status of projects, and coordinate the preparation of electronic files and related production documents to ensure timelines and budgets are met.