CV

A summary of project work at Inviqa and previous design experience

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Portfolio PDF

About me

Before UX I designed magazines and marketing websites. I organised information and used graphics and typography to tell stories.


Along the way I realised I wanted a better understanding of the ‘Why?’ and embraced UCD.
I’m proud of the growth i’ve achieved and the impact i’ve delivered as an agency consultant. Now I’m looking for new opportunities to make a difference.


In the background I released a few rave EPs, sailed the Atlantic and explored relational art. These days I play board games, enjoy a craft ale and go rock climbing.

Attributes

  • Personable and empathetic, I'm an open, curious, and committed practitioner.

  • Effective communicator with client-facing experience and a learning mindset.

  • Supportive team player with passion for discovery, problem solving and design detail.

  • Motivated to understand users, optimise products and meet business goals.

Key achievements

  • Highlighted strengths and opportunities for Starbucks to grow in EMEA markets.

  • Identified a year’s worth of UX improvements for the First Rail group.

  • Generated 200% increase in mobile booking completions for TGI Fridays.

  • Unlocked a £10 million revenue opportunity with machine learning AI.

Senior UX Consultant

INVIQA digital agency: Aug 2022 - Apr 2024

INVIQA digital agency:
Aug 2022 - Apr 2024

Led day-to-day project work; Directed and supported junior colleagues; Worked independently on retainers; Contributed to project scope, planning and estimation; Championed cultural values and participated in hiring process.

Hybrid solution for mobile: Starbucks, global coffee chain

  • Heuristic and accessibility evaluation of multi-market web CMS and app as part of re-platforming initiative.

  • Identified critical barriers to adoption and actionable insights to improve branding, onboarding and ordering UX.

  • Created a compelling vision for growth in new markets, to deliver value to customers and franchise partners.

  • Promoted inclusive values through use of diverse illustrations, cultural names, locations and CTAs.

Hybrid solution for mobile:
Starbucks, global coffee chain

  • Identified critical barriers to adoption of tech-led initiative; actionable insights from in-person interviews and testing to improve the overall experience.

  • Created a compelling vision to drive growth and deliver value to customers.

Expert review and gap analysis, First Rail, UK rail group

  • Ran workshops and research to inform a program of UX improvements for critical user journeys across the group.

  • Adopted an agile mindset to iterate analysis and deliver interactive ‘mega-matrix’ of over 70 insights.

Expert review and gap analysis,
First Rail, UK rail group

  • Aligned on strategic competitors and key criteria to evaluate high-value journeys.

  • Adopted an agile mindset to deliver interactive ‘mega-matrix’ of 70x insights to roadmap improvements to digital experience across the group.

Mobile-first booking flow, TGI Fridays, restaurant chain

  • Conducted remote interviews to investigate attitudes, behaviours and accessibility of booking journey.

  • Demonstrated visual design skills to prototype revised journeys utilising a new evolving design system.

  • Iterated UX/UI to improve usability and see booking completion rate increase from 30% to 70%.

  • Applied analytical skills to collaborate with CRO strategist, defining 50 A/B tests to improve conversion.

Mobile-first booking flow,
TGI Fridays, restaurant chain

  • Conducted remote user interviews, leveraged stakeholder expertise to ideate concepts, verified usability of high-fidelity prototypes to increase booking completion from 30% to 70%.

  • Collaborated to address backlog items and define A/B tests for conversion optimisation.

Communicating rail disruption, c2c, UK train operator

  • Led stakeholder interviews and workshops to provide a holistic view of systemic challenges and opportunities.

  • Synthesised page survey and guerrilla research data to identify needs and pains for key actors and customers.

Communicating rail disruption,
c2c, UK train operator

  • Used mixed methods to map back stage processes, create expert personas and evaluate users’ experience; highlighted challenges and opportunities to improve the quality and flow of actionable information.

Information architecture, Royal Collection Trust, heritage brand

  • Analysed behavioural data, product performance and competitor's navigation to improve findability and discoverability of key merchandise.

Information architecture,
Royal Collection Trust, heritage brand

  • Analysed behaviours, product performance and competitor's navigation to optimise language and hierarchy of mega menu to improve findability and discoverability of key merchandise.

UX retainer for website, Liberty Specialty Markets, commercial insurance

  • Collaborated across functions to advocate for user-centred design strategy and measurable benefits.

  • Leveraged secondary research and analytics data to optimise architecture, design features and sections.

UX retainer for website,
Liberty Specialty Markets, commercial insurance

  • Generated insights from unmoderated research and collaborated with product team to improve UX and conversion.

  • Planned research and designed features to help the business gather data and meet the needs of hard-to-reach users.

  • Advised on need and definition of outcome-focused web strategy to align with new multi-market business objective.

”Your passion for XD is evident in everything you do. You were instrumental in our strategic work. The client was very impressed.”

LSM Client Account Manager, INVIQA

UX Consultant

INVIQA: Jan 2020 - Aug 2022

INVIQA digital agency:
Apr 2021 - Aug 2022

Planned and executed research paired with Senior consultants; Contributed to internal culture and conference.

Self-service airport bag tag & drop, SITA, airport logistics

  • Generated attitudinal and behavioural insights through contextual inquiry and interviews in airports.

  • Delivered highlight videos and recommendations in Figjam to maximise impact and utility to product teams.

Self-service airport bag tag & drop,
SITA, airport logistics

  • Brought passenger and staff frustrations to life through ethnographic research; delivered attitudinal and behavioural insights and prioritised recommendations in Figjam to maximise utility across product teams and sprint cycles.

Usability of ticket vending machines, Avanti West Coast, UK train operator

  • Planned phases of ethnographic research and inclusive usability testing on location at UK stations.

  • Defined user types and 11 themes to improve UX and increase customer confidence in the self-service offering.

Usability of ticket vending machines,
Avanti West Coast, UK train operator

  • Ethnographic research and inclusive qualitative and evaluative interviews at stations; defined two user types and 11 strategic themes to improve the experience and increase customer confidence in the self-service offering

AI-driven dashboards for product pricing, major UK supermarket

  • Embedded within a transformation team to digitise clearance processes and integrate AI recommendations.

  • Led UX in an agile cross-functional team, to define user-centred vision and MVP solutions inline with strategy.

  • Facilitated workshops with expert user-stakeholders to address hidden planning, approval and reporting processes.

  • Pivoted to storyboard and rapidly prototype seasonal use-case and create valuable proof of concept.

Leveraging AI for rapid optimisation,
major UK supermarket

  • Rapid discovery and co-design with users enabled client to pivot and test valuable proof of concept in multiple business functions

  • Conducted formative research to understand users’ role and needs for complex data science feature

Pay-by-instalments mobile banking feature, VISA, international payment solutions

  • User interviews, tree testing and UT to deliver actionable insights and six attitudinal archetypes.

  • Created print assets and coordinated production of highlight video to socialise research findings.

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Multi-currency wallet mobile banking feature, VISA, international payment solutions

  • Interviewed users to assess appetite and usability of a proposition based on attitudes and past experience.

Multi-currency wallet mobile banking feature,
VISA, international payment solutions

  • Interviewed users to verify appetite for the proposition based on attitudes and past experience, and usability tested specific scenarios to understand typical information needs

Download CV as PDF

Portfolio PDF

”You've brought a lot to the team. I feel you've helped transform this project and I see the product as potentially paving the way for how we introduce AI and build trust in it.”

Enterprise Design Lead, major UK supermarket

Public speaking, etc

Informed Consent, presentation, UX Camp Brighton 2023

The Journey to Digital Inclusion, presentation, CXcon: Rethink Accessibility 2021

XD Council, Senior work level representative, Inviqa

Research Clinic, Community of Practice organiser, Inviqa

Inclusive Scenario Generator - design of a tool to raise awareness of diverse needs in design, Inviqa

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Education

Complete Conversion Rate Optimization, Udemy

The Ultimate Figma Masterclass, Mizko Designership (on Teachable)

Ethnographic UX Research; Lean UX and Agile, Nielsen Norman Group

Agile Methods for UX Design; Accessibility; UI Design Patterns; Usability Testing, Interaction Design Foundation (IxDF)

User Experience bootcamp, Experience Haus

BA (Hons) FIne Art, Chelsea College of Art & Design (UAL)

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Core competencies

Hard skills

Project estimation, Workshop facilitation, Expert review, Surveys, Inclusive design, Field & contextual research, In-person & remote interviews, Usability testing, Information Architecture, Storytelling, Wireframing, Prototyping, CRO.

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Hard skills

Project estimation, Workshop facilitation, Expert review, Surveys, Inclusive design, Field & contextual research, In-person & remote interviews, Usability testing, Information Architecture, Storytelling, Wireframing, Prototyping, CRO.

Soft skills

Stakeholder management, Presentation, Written and verbal communication, Open and collaborative mindset, Building rapport, Active listening, Leadership, Constructive feedback, Wellbeing, Mentoring.

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Tools

Figjam, Figma, Framer, Miro, Mural, Airtable, Dovetail, Google Analytics, Hotjar, CrazyEgg, SurveyMonkey.

Pay-by-instalments mobile banking feature,
VISA, international payment solutions

  • Provided actionable insights to validate and segment concept; analysed quantitative and qualitative data to define six attitudinal archetypes; identified improvements to the lending experience through usability testing of a clickable prototype.

Before my transition to UX

Art Director and Designer

VARIOUS: 1992 - 2020

Over 25 years experience delivering creative content for publishers and digital marketing agencies in the UK and USA.

Waitrose Weekend, Apr 2013 – Sept 2019

  • Supervised design and reprographics of newspaper and iOS app, generating £10+ Million ad revenue.

  • Managed onboarding and successful handover of production to new in-house team.

Waitrose Weekend,
Apr 2013 – Sept 2019

  • Coordinated, photography, illustration, design and reprographics of weekly customer newspaper generating over £10m per year.

  • Managed onboarding and successful handover of production to new in-house team.

  • Collaborated with remote developer to produce weekly edition of dual-orientation iOS app; designed pages and interactions to repurpose editorial and promotional content.

Publishing and digital marketing, Various clients 1992 - 2013

  • Demonstrated versatility creating content aligned with editorial and brand guidelines.

  • Created interactive concepts and websites for Hasbro, IBM, Lockheed Martin, Nintendo, Pepsi and Opel Europe.

Waitrose Weekend,
Apr 2013 – Sept 2019

  • Coordinated, photography, illustration, design and reprographics of weekly customer newspaper generating over £10m per year.

  • Managed onboarding and successful handover of production to new in-house team.

  • Collaborated with remote developer to produce weekly edition of dual-orientation iOS app; designed pages and interactions to repurpose editorial and promotional content.

Download CV as PDF

Portfolio PDF