Designed the SaaS product ( 0 - 1 ) that assists car dealers making sales. It utilised rich market data and user data and used AI summarise it, offering l quick findings and advice.

Built and maintained a scalable design system to ensure consistency and efficiency across products.

Created iterative design solutions informed by feedback, usability testing, and data insights.

Produced wireframes, interactive prototypes, and high-fidelity visuals for new and existing features.

Organised and facilitated collaborative workshops with cross-functional teams to align on user needs and business goals.

Designed iterations for iOS and Android apps.

Worked on the company re-brand and managed the project of a company-wide logo rollout, working with 10 people.

Conducted moderated and unmoderated usability tests to evaluate designs and uncover user pain points.

Ran user interviews to gather qualitative insights that informed product direction.

Performed competitor analyses to benchmark the product experience and identify opportunities for improvement.

Designed and analysed surveys and polls to validate user hypotheses and measure satisfaction.

Conducted A/B tests to evaluate design changes and optimise user journeys based on results.

Translated complex user pain points into a proposed product roadmap. Transferring proposals into Linear tickets.

React

Tailwind

Storybook

Figma

Miro

FigJam

Figma Make

Lovable

Hotjar

Google Analytics

Looker

Posthog

UserTesting.com

Notion

Linear

Clarified the migration scope by auditing existing work and creating a detailed parity map linking legacy pages to their React equivalents.

Assessed progress against the original plan, analysing velocity and delivery accuracy to recalibrate timelines.

Identified and addressed blockers such as technical issues, unclear ownership, backend dependencies and bottlenecks.

Built alignment and trust across teams by conducting 1:1s with the Engineering Lead and stakeholders to surface friction points and improve collaboration.

Conducted user interviews and usability testing to validate that the new React experience met user expectations and improved usability.

Measured the impact of the migration by analysing user behaviour, site performance, and SEO data to ensure changes delivered measurable improvements.

Recommended and implemented design changes based on qualitative insights and quantitative analytics.

Performed regular QA reviews to ensure migrated pages met functional, accessibility, and performance standards.

Collaborated with the Engineering Lead to plan team workloads, prioritise the backlog, and keep the team focused on the highest-impact work.

Facilitated retrospectives with the team

Prioritised next steps with KANO models and RICE, based on user research and available data

React

Notion

Miro

Figjam

BrowserStack

User testing.com

Google Analytics

Looker

Posthog

Scaled the UX team from 1 to 12 people

Managed a cross-functional team of Designers, Researchers, and Copywriters

Led vision design initiatives across the product

Worked closely with the product team on strategy

Planned and facilitated design sprints and workshops

Ran effective retrospectives to keep the team aligned and improving

Established and led UX Research from the ground up

Managed the UX team budget

Organised regular knowledge-sharing sessions

Mentored and trained team members

Integrated UX processes into product workflows

Set clear expectations for team members and helped them meet those goals

Hands-on Contributions

Created dashboards for Merchants and Customer Support teams

Collaborated with developers to build and evolve the design system

Conducted user interviews, usability testing, and surveys

Carried out competitor research and user behaviour analysis

Used Google Analytics and Looker for data insights

Ran A/B tests with Google Optimise

Drove conversion rate optimisation across the site

Facilitated a range of collaborative workshops

Wrote product copy in English

Built and tested experiments using HTML, CSS, and JavaScript

Figma

Miro

Adobe Photoshop

Adobe Illustrator

Hotjar

Google Analytics

Looker

Google Optimise

Ping Pong

Dovetail

Notion

Greenhouse

Personio

Responsive UI design using a shared design system

Creating innovative solutions for complex UX challenges

Running A/B tests and driving conversion rate optimisation

Leading design sprints and collaborative workshops

Sprint planning and stand-ups using Asana (later JIRA)

Facilitating team retrospectives

Pitching product ideas and design concepts

Integrating UX processes into team workflows as the company’s first UX Designer

Interviewing candidates for UX Designer and UX Researcher roles

Mentoring junior team members

Conducting local and remote user testing

Running guerilla tests and user interviews

Performing competitor analysis

Designing and analysing customer surveys

Shaping information architecture

Analysing user behaviour through data insights

Figma – Design and prototyping

Miro – Research, team collaboration, and planning

Google Analytics – Data analysis

Looker – Data dashboards and exploration

Google Optimise – A/B testing

Hotjar – Heatmaps, recordings, and polls

SurveyMonkey – Customer and partner surveys

Lookback – Moderated remote user testing

UserBrain – Unmoderated testing

Dovetail – Documenting research insights

Silverback4 – Local guerilla/user testing

JIRA / Asana – Project management

Photoshop – Image editing

Atom – HTML/CSS for quick prototypes and experiments