UX design · Product · Research
Conversion optimisation · Experimentation
I design products people actually finish using.
300+ experiments. Zero AI slop.
UX designer with startup, agency and in-house experience. I take messy problems, find what's really going on, and design the fix.
I turn data into hypotheses, hypotheses into tests, and tests into decisions, tailored to each client and their audience.
Welcome to my portfolio. I am a passionate designer.
Show the work. Prove the impact. Tell the truth about what didn't work.
Selected work
Case studies
Experiments & what they taught us
Making the Xero homepage earn its traffic
2 shipped wins, 10 flat results, 4 losses, and the lessons that shaped the rollout.
Read the story →Win · Single testReordering a partner landing page by engagement
Moving the highest-performing modules to the top lifted monthly recurring revenue, 99% chance to beat the control.
See the test →ReadySetCare
Redesigning landing pages for family caregivers, then testing every change.
Read the case study →Telematics · Mobile app · Landing pagesSteadyDrive
Landing page and email design that explains behaviour-based car insurance in seconds.
Read the case study →MedTech · Web app · Usability testingMeetFellow
A portal for clinics to track their patients' at-home test kits and results.
Read the case study →E-commerce · Pricing · UX + CROZendrop
A pricing redesign that makes the plans easier to compare and the price the clear focus.
Read the case study →Audit · UX + CRO · EducationPublishing.com Audit
Where the site loses visitors, and what to test to win them back.
Read the case study →Smaller client projects
RubyWell
Homepage redesign
Client landing pages
Conversion-focused landing pages for several brands
Paycom Mobile
Employee self-service app
Paycom Desktop
Supervisor and employee dashboards
How I work
Tailored, evidence-led, honest.
No AI slop experiments
Every test starts from real data, heatmaps, session recordings and research, never from a prompt.
Tailored to the audience
Each project is shaped around that client's customers, constraints and goals.
Wins and losses both count
A flat or losing test is still a finding. I report what happened and what we did next.
Want to work together?
Recruiting, hiring or have a project in mind? I'd love to hear about it.