I translate user needs and business objectives into accessible, scalable digital experiences that feel simple, useful, and intentional.
Selected projects showcasing my design process












Optimised mobile commerce through strategic UX research, A/B testing, and interface redesign — achieving 59% higher conversion rates.
Due to client confidentiality, visuals have been hidden
Led end-to-end product strategy and UX for a mobile-first platform that transformed how professional football clubs evaluate players.
Performance issues and usability challenges led BT Wholesale to launch The Hub — a streamlined, user-centred platform designed to simplify workflows and improve the experience.
My design journey so far