Case Study
British Airways
Benchmarked BA's check-in prototype against 6 airlines across 12 moderated sessions.
Askable+ Certified Researcher
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British Airways
12-week discovery programme blending human and AI-moderated research for BA's account rebuild.
Askable+ Certified Researcher
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Fuller's
Evidence-led IA redesign across 207 pub microsites. Direct bookings up 46%
Lead UX / Service Designer
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Kirker Holidays
Customer research overturned internal assumptions, reshaping a heritage tour operator's IA.
Head of User Experience
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Fuller's
IA redesign balancing four consumer journeys against competing stakeholder demands.
UX / UI Design Lead
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Umi Digital
Led agency-wide adoption of Growth-Driven Design, aligning sales, design and dev around one process.
Product Manager & Transformation
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Umi Digital
Co-authored Umi's published direct-booking playbook, unifying CRO and paid-media expertise.
Service Designer
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GapYear.com
Led design on a complex platform IA rebuild via a live prototype for improved stakeholder management.
UX/UI Design Lead : Freelance
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Blood Cancer UK
Trauma-informed concept testing for a charity's first national brand awareness campaign.
Askable+ Certified Researcher
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Social Interest Group (SIG)
Redesigned IA for six charities under one brand, with a safety-critical quick-exit feature for abuse survivors.
Head of User Experience
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The Stafford Collection
Multisite design system unifying a hotel collection's sites, live since 2016 amid 40%+ revenue growth.
Head of User Experience
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The Good Hotel Guide
IA and taxonomy for a legacy print-guide brand's platform relaunch, scaled to thousands of pages.
Head of User Experience
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Wild Hamatethy
Direct-booking site and growth strategy for a Cornwall rewilding estate. Hybrid OTA model, 9-month roadmap.
Digital Strategist & Web Design
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Umi Digital
UI lead on a booking engine's core flow, benchmarked against leading platforms via usability testing.
Product Designer
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ADHD Goals
Authored a repeatable coaching framework, now used with 30+ clients and a 117-episode podcast.
Product Creator & Behaviour Change
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ADHD Goals
A six-canvas, AI-guided business planning product built and sold to fellow entrepreneurs.
Product Creator & AI Service Design
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Jitaku
Built a custom branded content engine and knowledge base; 3 custom GPTs and a Notion dashboard.
Service Designer
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Stay Kula
Diagnosed booking-journey and messaging friction for an early-stage long-stay hospitality brand.
Head of User Experience
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Jitaku
Facilitated business strategy across 3 customer segments to build business strategy knowledge base context docs.
Service Designer
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Apochi Travel
Full-funnel UX/CRO audit of a multi-vertical OTA, 15+ pages diagnosed against benchmarks.
CRO Consultant
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Jitaku
Token-driven Figma design system that became the live basis for a luxury hospitality brand's site.
Brand Identity & Design System Lead
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The Other House
Research for a first-of-its-kind hospitality concept. Surfaced messaging gaps ahead of launch.
Head of User Experience
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The Lowy Group
Designed and delivered an Executive Function Canvas workshop, for 20 managers, to improve performance.
ADHD Coach & Behaviour Change
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Unilever
12-session design-thinking coaching programme for a Unilever employee, built around her own goals.
Workshop Facilitation & Coaching
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ADHD Goals
Turned a coaching framework into a live product: 40+ tools, a 3-tier funnel, a 10-module course.
Product Manager & Designer
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Kensal Haus
Booking site for a pop-up sauna and ice-bath venue, built on GoHighLevel.
Digital Strategy & CRM Implementation
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Clay Club LDN
Shopify store and ongoing retainer for a pottery studio; courses, memberships, live timetable.
Digital Strategy & CRM Implementation
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Anglo Educational Services (AES)
Redesigned & built six separate sites into one, preserving SEO equity in a complex IA.
UX / UI Design & Web Developer
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Shanti Sadan
WooCommerce rebuild for a charity's teaching archive with automated fulfilment, tiered journal access.
Digital Strategy & Web Developement
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Daisy Witch Club
Shopify store for a solo ceramic artist, with classes and exhibitions in the pipeline.
UI Design & Digital Consultant
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MedExpress
Blog redesign and style alignment for a UK online pharmacy's Health Centre.
UX Designer & Web Developer: Freelance
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Condé Nast International
Prototyped an internal case-study sharing tool for Condé Nast's global advertising teams.
UX Designer
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Listenmore & Then Hospitality
Website portfolio spanning an agency and five independent hotels, including early CRO testing.
UX / UI Design & Web Developer
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Etude Consulting Limited
Migrated a sustainability consultancy's fixed brand into an editable CMS with a filterable services taxonomy.
UX / UI Design & Web Developer
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