Gradient Edge - High Street Healthcare Brand - Senior UX Designer​

September 2024 - Present

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​I’m currently contracting as a Senior UX Designer at Gradient Edge, a product engineering company, where I serve as joint UX lead on a major transformation project for their flagship client, a High Street Healthcare Brand. Due to NDA restrictions, I can’t share full project details, but my work centres on redesigning a complex enterprise customer service application, replacing a legacy system used by internal teams. My role involves reviewing and refining existing designs, mapping out complex user journeys, and improving overall usability for colleague-facing tools. I also planned and delivered a remote, unmoderated user testing study to gather insights on key flows, including checkout and lens configuration.

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Tesco - Enterprise Team - Senior Product Designer​

January 2023 - September 2024

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Senior UX Designer in Enterprise Technology. I worked across multiple product teams, starting with the Personalised Rewards team, where I revamped an outdated system for creating coupons and vouchers. Later, on the Partners Toolkit team, I improved the supplier experience by reducing query and processing times. My role involved data analysis, research, and user interviews to streamline operations. Most recently, I led a project on the Product Induction tool, introducing an "edit" function that enabled suppliers and colleagues to update products independently, reducing reliance on outdated platforms and lengthy processes.

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Kingfisher plc - Senior Product Designer​

November 2021 - December 2022 (1 year, 1 month)

 

I worked on a contract basis as a Senior Product Designer for Kingfisher across their key “banners” (B&Q, Castorama, Screwfix etc) for a year. My work involved working as part of a “domain” product team and making improvements to the findability of products across the sites. I designed their latest social proofing offering on the PDP and lead a project making key improvements to B&Q’s online paint selection tool for Valspar.

 

Dare To Dream  - Founder - Website Designer

July 2019 - Present
 

I founded Dare to Dream in July 2019 to help small businesses create their ideal websites and achieve their
growth ambitions. I focused on User Experience to boost traffic and conversions, working on both
improvements and audits of existing sites, as well as building new websites from scratch using WIX and Shopify.
To date, I have built over 50 websites for small businesses.

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TUI Travel  - Senior UX Designer 
January - June 2019
 

Worked as senior UX Designer on a huge project to introduce "Select a cabin" within the Cruise bookflow. It involved starting the project from scratch with a team of people, conducting user research (including desk and interviews), designing and iterating wireframes and prototypes, and carrying out numerous rounds of user testing within the TUI two-way screen lab. There were so many ideas at the start of this project, so the bulk of the work was whittling it down to a couple of key prototypes we could test with key customers.  It was a complicated piece of work as involved the design of an entire cruise ship layout and ensuring users could pick a specific cabin on both the desktop and the mobile. 

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Cult Beauty - Senior UX Designer 

July - December 2018

 

Worked as senior UX Designer on various improvements to the Cult Beauty website and new internal content management systems. I also initiated a design system thinking across their online channels. Due to a large amount of design and functionality inconsistencies across their online channels I developed a pattern library that could be used as guidance for all digital design activities. Its principles would ensure consistency across the website resulting in higher conversion and customer satisfaction.  

 

DigitasLBi - Senior UX Designer 

April - June 2017

 

Worked as Lead UX Designer on a major re-design of the Canon B2C checkout journey. The brief was to re-design the checkout flow as they were implementing the ability to pay using PayPal and PayPal Credit. Worked closely with the development teams and the client to deliver a full set of responsive wireframes and research documentation. 

 

 

TUI Travel - Senior UX Designer 

January - March 2017

 

Worked as Senior UX Designer on two of Thomson’s biggest new products – Multi Centre holidays and City breaks. This involved taking what they had already gone live with (MVP) and making vast improvements based on customer research, testing and analytics. This involved designing complex interactions for services such as airport parking with hotel stay and Florida car hire booking.  It also involved working closely with UI Designers to improve the landing pages for each of these products and ensuring the journeys for the customer were inspirational, informative and usable.  

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Senior User Experience Designer, Spindrift Consulting

October 2016 – January 2017 (3 months)

Worked as Senior UX Designer on major new Canon B2B website. Designed and launched in 3 months. Work involved leading business workshops and translating complex requirements into high fidelity wireframes, using Sketch.

Senior User Experience Designer, Tesco.com

July 2015 – October 2016 (1 year, 3 months)

Worked as Senior UX Designer on a major convergence project at Tesco.com, bringing together two of their most important sites: Direct and F&F Clothing. Involved working across multiple teams and locations, as well as presenting to and gaining buy-in from senior stakeholders within Tesco.

Senior User Experience Designer, Havas Helia, Dove

June 2015 (2 weeks)

Worked for two weeks reviewing and updating complex UX documentation for the Dove 2.0 website redesign.

Lead User Experience Consultant, Spindrift Consulting

July 2014 – May 2015 (10 months)

CANON UK: Lead UX Consultant designing new ecommerce experience for a direct-to- customer, responsive website on a brand new digital platform.
TESCO DIRECT: Lead for several complicated improvements to the product details page on Tesco Direct, such as promotional bundles

Senior User Experience Designer, Cancer Research

October 2013 (1 month)

Developed a detailed IA Pattern Library for use within the UX department. Involved consolidating all standard IA patterns used throughout the Cancer Research site into one central place (Patternry).

Senior User Experience Designer, How Splendid

September 2013 (3 weeks)

Worked with Barclaycard on their Freedom Rewards campaign. Focused on production of wireframes and clickable prototypes for desktop and mobile.

Lead Information Architect, Spindrift Consulting

August 2012 – August 2013 (1 year)

EL CORTE INGLÉS, MADRID: Lead UX Designer on complete customer experience overhaul of a multi-channel ecommerce website for the biggest retailer in Spain. It involved redesigning all aspects of the customer purchase journey, such as search & browse, checkout and self-service. Key achievements included delivering the new customer experience for TV channel website – La Tienda en Casa – 169 mobile and desktop wireframes (in Spanish), delivery the new CX for main El Corte Inglés high-end department store website, successfully working closely with the project Art Director, development and business teams and leading brainstorm and presentation sessions each week with important client stakeholders (in Spain).

MVIDEO: Lead IA on creating a set of responsive wireframes (desktop, tablet & mobile) for an end-to-end customer journey for Russia’s biggest consumer electronics retailer - Mvideo. This work was used as part of a pitch for a full Proof of Concept piece.

User Experience Consultant, Reading Room

November 2011 – August 2012 (9 months)

Responsible for conducting user research, focus groups, telephone and 121 interviews and producing user journeys, content plans, personas, storyboards and wireframes across a number of channels. I also developed detailed end-to-end digital strategies for a range of clients, providing recommendation reports such as heuristics and SEO reviews. I created and carried out usability tests and embraced a “mobile-first” approach to all design and user experience.

User Experience Manager, Tesco.com

January 2010 - November 2011 (2 years)

After starting at Tesco.com in the Web Development team, I quickly progressed into a Manager role, working on a multi-million re-platform project for Tesco Direct. Through working closely with LBI and having an active role in the improvement of the User Experience of the Tesco Direct site; the role developed into User Experience Manager.

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