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Iceland Foods•2024
Iceland Foods
Leading UX strategy and conversion optimisation for one of the UK's largest grocery retailers. Built design systems and CRO processes.
Role: UX Principal
Work
Selected case studies from my work as a UX Principal. Each project represents a unique challenge and the solutions that emerged from deep research, strategic thinking, and iterative design.
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Partyful•2025
Partyful
Building a birthday invitation platform from scratch. Product strategy, design, and full-stack development.
Role: Founder
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Reach Plc•2022
Reach Plc
Content platform redesign for one of the UK's largest newspaper publishers. Focus on reader engagement and subscription conversion.
Role: Senior UX
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Best Companies•2024
Elevate
Creating an AI-enabled coaching platform for managers. Replaced the static MC³ engagement platform with Elevate — a hyper-personalised coaching experience using generative AI to deliver contextual guidance, goal-setting, and action planning for managers.
Role: Lead UX Designer
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Best Companies•2024
Survey Accessibility
Championing a11y for a more inclusive survey experience. Led a WCAG 2.1 AA accessibility overhaul of the Best Companies employee survey platform, reducing accessibility issues by 83% and driving ~0 support queries post-launch.
Role: Lead UX Designer