Achievements:

As the sole design owner, I provide end-to-end design leadership and strategic direction for our product portfolio. My scope covers both the outward-facing B2C platform and complex internal B2B SaaS products, including our bespoke CRM, field operations management, and post-install customer care systems.

I collaborate closely with all internal teams (Tech, Growth, Sales and Operations), translating commercial objectives into product strategies. I am consistently consulted for senior-level decisions, ensuring design solutions manage ambiguity and are grounded in key KPI metrics.

Designing a brand new website for a health-tech client’s new insurance product. I took ownership of UX design and information architecture (validated with card sorting and tree testing exercises), then built user flows with progressive disclosure of information and clean UI design to reduce cognitive load and empower users in making decisions. I worked closely with the tech team to ensure design viability.

Contract to deliver a total redesign of the current website for a Dubai-based health-tech client using Figma and Webflow. My role included restructuring the information architecture using card sorting research exercises, improving navigation and providing clear CTAs for the user to complete their goal. I designed user flows and built high-fidelity prototypes for e-commerce journeys and delivered a UI refresh to create a modern, luxury aesthetic.

BorderlessCollaborating in a small team to deliver a recruitment platform on web and mobile devices. We performed extensive research into both user profiles to build personas and personalised problem statements. I took ownership over user flows, accessibility, design systems and interaction design.

GeneHubTeam project for a health-tech start-up to develop an onboarding flow. We covered the end-to-end design process from user interviews to building a high-fidelity prototype. My key areas of ownership included user flows, usability testing, branding, and presenting the product back to the client.

AzukoA one week sprint to design a platform to host a hybrid event that facilitates both online and in-person attendees for this architecture charity client. As part of a team, I especially took ownership over include user research, wireframing and presenting.

Working for a range of clients across publishing, ed-tech and media industries. I designed books covers, research publications and digital content including social media and website assets. I also provided digital marketing consultation, training and management of digital strategies across email, paid social and paid search campaigns.

Working across multiple clients in the finance/fintec vertical, I managed digital strategies on PPC and social accounts in over 60 markets to an ROI based KPI. Building key stakeholder relationships to ensure that all parties are happy and understand the approach to deliver best performance.

Day to day management and optimisation of paid search campaigns with monthly budgets of over £100k, daily analysis of data and weekly reporting presented back to the client. Planning paid social campaigns that are tailored to various KPIs, using historical data to inform which platforms work best for each goal and how we can improve performance.

Running campaigns over various channels including paid social, paid search and email. I managed the campaign and sales data on AirTable and set up automations across various apps to create reports using Zapier. Responsible for creating all graphic assets and the occasional book cover.