Digital Designer Β· UX Β· CRO Β· eCommerce
Senior Product Designer
Design with commercial sense.
Design with commercial sense.
Iβm a digital designer with a strong background in ecommerce, UX and CRO, creating polished, conversion-focused experiences for fashion, retail and lifestyle brands. I care about the detail, but I also care about whether the work actually helps people move through a journey with less friction.
Iβm a digital designer with a strong background in ecommerce, UX and CRO, creating polished, conversion-focused experiences for fashion, retail and lifestyle brands. I care about the detail, but I also care about whether the work actually helps people move through a journey with less friction.
About me
Designer, problem-solver, and ecommerce thinker.
My background sits between digital design, UX, product ownership and CRO. That mix has shaped how I work: I can think visually, understand commercial priorities, collaborate with development teams, and use data to make better design decisions.
I design for real customer journeys.
Iβve worked across homepages, PLPs, PDPs, landing pages, emails and promotional campaigns. My focus is always the same: making the next step clearer, reducing friction, and helping customers move through the journey with more confidence, whether theyβre browsing, comparing, or ready to buy.
I understand the business side.
My design decisions are shaped by commercial context, not just visual polish. I think about conversion, merchandising, product discovery, campaign priorities and customer confidence, making sure the work supports both the user experience and the wider ecommerce goals.
I can bridge design and delivery.
Iβm comfortable working between design, product and development teams. I understand how ideas need to translate into responsive layouts, CMS structures and realistic build requirements, which helps me design with ambition while keeping the end result practical and deliverable.
Experience
Senior Product Designer
Recent roles and selected focus areas.
Recent roles and selected focus areas.
My experience has given me a strong understanding of how ecommerce teams operate, from design and marketing through to development, trading, analytics and launch.
My experience has given me a strong understanding of how ecommerce teams operate, from design and marketing through to development, trading, analytics and launch.
2025 β Present
Hawes & Curtis
CRO & UX Lead
Lead CRO and UX improvements across the ecommerce journey, using GA4, Hotjar and customer behaviour insights to identify friction points and shape better-performing digital experiences.
Work closely with Ecommerce, Creative, Development and external agencies to redesign key pages, improve conversion paths, and deliver UX changes across homepage, PLP, PDP and campaign landing pages.
Lead CRO and UX improvements across the ecommerce journey, using GA4, Hotjar and customer behaviour insights to identify friction points and shape better-performing digital experiences. Work closely with Ecommerce, Creative, Development and external agencies to redesign key pages, improve conversion paths, and deliver UX changes across homepage, PLP, PDP and campaign landing pages.
PDP improvements
PDP improvements
Homepage redesign
Homepage redesign
GA4 analysis
GA4 analysis
Hotjar insights
Hotjar insights
Lookbook design
Lookbook design
landing page builds
landing page builds
2021 β 2024
Smythson
Product Owner
Worked closely with Development, UX, Marketing, Merchandising and Copywriting teams to deliver digital initiatives across the ecommerce experience, translating business requirements into clear briefs and supporting delivery from planning through to launch.
Supported sprint planning, backlog prioritisation, QA testing and stakeholder sign-off, acting as a key link between business teams and technical teams to remove blockers and keep projects moving smoothly.
Worked closely with Development, UX, Marketing, Merchandising and Copywriting teams to deliver digital initiatives across the ecommerce experience, translating business requirements into clear briefs and supporting delivery from planning through to launch. Supported sprint planning, backlog prioritisation, QA testing and stakeholder sign-off, acting as a key link between business teams and technical teams to remove blockers and keep projects moving smoothly.
2018 β 2021
Wolverine Worldwide
Senior Web Designer (2016 - 2018: MIDWEIGHT DESIGNER)
Designed digital content across multiple global footwear brands including CAT, Saucony, Merrell, Hush Puppies, Sperry, Sebago and Keds, creating emails, marketing banners, website assets and campaign landing pages.
Managed and mentored two Junior Designers while supporting global Marketing and brand teams, ensuring campaigns were delivered consistently across UK, EU and US markets.
Designed digital content across multiple global footwear brands including CAT, Saucony, Merrell, Hush Puppies, Sperry, Sebago and Keds, creating emails, marketing banners, website assets and campaign landing pages. Managed and mentored two Junior Designers while supporting global Marketing and brand teams, ensuring campaigns were delivered consistently across UK, EU and US markets.
2015 (FREELANCE)
Worldstores
Online Designer
Created digital assets across marketing banners, email campaigns and website content, supporting seasonal campaigns and promotional activity across multiple brands.
Worked closely with the wider Marketing team to deliver high-quality, on-brand creative under tight deadlines while maintaining consistency across key digital touchpoints.
Created digital assets across marketing banners, email campaigns and website content, supporting seasonal campaigns and promotional activity across multiple brands. Worked closely with the wider Marketing team to deliver high-quality, on-brand creative under tight deadlines while maintaining consistency across key digital touchpoints.
2014 - 2015
Superdrug
Junior Online Designer
Designed newsletters and website content for Superdrugβs own brand and wider beauty partners, supporting promotional campaigns across digital channels.
Created digital assets for brands including Paco Rabanne, MUA, Lottie London and Armani, while also contributing to the redesign of the Superdrug Health & Beautycard experience.
Designed newsletters and website content for Superdrugβs own brand and wider beauty partners, supporting promotional campaigns across digital channels. Created digital assets for brands including Paco Rabanne, MUA, Lottie London and Armani, while also contributing to the redesign of the Superdrug Health & Beautycard experience.
Tech Stack
FIGMA
FIGMA
PHOTOSHOP
PHOTOSHOP
Dreamweaver
Dreamweaver
SALESFORCE
SALESFORCE
GOOGLE ANAYLTICS
GOOGLE ANAYLTICS
HOTJAR
HOTJAR
JIRA
JIRA
ASANA
ASANA
Available for selected opportunities
Let's work!
Iβm strongest when a project needs both design craft and practical thinking. I can take an idea from rough brief to Figma concept, UX flow, responsive layout, developer handoff and final QA, keeping the experience polished, usable and commercially focused.
My background in design, Product Ownership, CRO, HTML/CSS and eCommerce means I understand how digital work actually gets made, not just how it should look in a design file.
Iβm strongest when a project needs both design craft and practical thinking. I can take an idea from rough brief to Figma concept, UX flow, responsive layout, developer handoff and final QA, keeping the experience polished, usable and commercially focused.
My background in design, Product Ownership, CRO, HTML/CSS and eCommerce means I understand how digital work actually gets made, not just how it should look in a design file.
