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I am a designer specialising in UX, UI, layout, & composition.


I work on a range of self-initiated and client briefs to both expand my practice and work on issues I’m passionate about. I strongly believe in conducting effective research, looking at things critically, and not in silo. I’m full of ideas, and I love sharing them.

Whilst I am well versed in industry standard software, I experiment with a broader range of programs and production tools in order to achieve the best possible outcome.



UI / UX Designer - London
iD Mobile - DixonsCarphone


Website, App & My Account, UX Research, Presentation, Style Guide.

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Adobe XD, Sketch, Webflow, HTML & CSS, Google Analytics, Optimize, Hotjar Heatmaps/Recordings, InVision, Photoshop, Illustrator, InDesign, Hybris…

iD Mobile


In this role I have been laser focused on the aspect of my practice I love so much - User Experience. I have implemented and maintained a style guide including a brand refresh, made our website easier to use through page updates and restructuring, and laid the foundations for improving self-care by building a brand new iD Mobile App. My work has encompassed Information Architecture, User Testing and Workshops which I have both planned and run personally. Other tasks I’ve completed relate to re-structuring our navigation, and streamlining customer journeys within ‘My Account’. I’ve done this day-to-day by using pad and paper, Sketch, Adobe XD, Hotjar & Google Analytics.

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One of the issues I found within my role was getting past the jargon in the wider team and allowing them to quickly understand UX proposals. I overcame this through the use of rapid prototyping in Adobe XD to produce video prototypes/journey simulations of my proposed output. This also helped when liaising with our development teams so we could arrive at the best solution deliverable within timeframes.


Research is a significant part of my work. I’ve presented this in numerous ways, predominantly face to face in meetings with relevant stakeholders in project settings. These include Market Research, Audits and Proposals for updates to site/functionality and measuring performance. These have been presented to the wider team and have helped inform decision making and the product roadmap.

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Snippet of a customer journey within the iD App.

Snippet of a customer journey within the iD App.



We re-launched back in 2016, with a team of less than 20. Working in the UX Team as part of an agile/scrum framework, I pushed to learn from as many parts of the new business as possible. During my 23 months, I worked on design/code of the homepage, content pages, site development and email templates, as well as producing print/digital advertising with millions of impressions. I created UX tests across the site using Optimize to implement changes and improve CR, using GA to analyse performance.



Non-hard coded pages such as our Homepage and Trend pages were coded by myself, and were tested and refined over time as part of an iterative design process. The top three trend pages were viewed by over 100k unique users since launch, and I am fortunate to say I had free reign over the majority of content on the website.

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The trend pages I produced were my proudest achievement on site besides the Homepage, but there were so many more pages online! Get in touch, as I’d love to go through them all in more detail.

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The following are examples of the advertising that I created myself that could be seen across mainline train stations in London during AW17, as part of the 'We're Back' campaign. They were visible for two weeks in Euston, Kings Cross, Liverpool Street, Victoria and Waterloo stations with an expected 3.2m impressions.

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Development Work

As a startup, we didn’t always have development resource, which is where my enthusiasm to learn to code came in. As well as coding our email template, and Homepage/Content Pages across the BHS.COM website, I also created a bundle component in order to purchase multiple products on the same PDP, as well as swatch components, back to category buttons on PLP, and shop similar categories once you’d reached the bottom of the page.

Not only this, I also did a project to improve image compression across the site, and changed the process for the way the team handles images. I’m really proud of this as I had no formal training, but my work was viewed by our 1m+ customers across the span of its life.

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I have had direct responsibility for both the design and build of the email templates, as well as developing functionality such as the hamburger menu. The numerous templates I developed were seen by an active base (30 days) in excess of 500k.

In terms of process, each email started with a kick off meeting before being designed using Adobe XD to produce a comp before being coded in Sublime, and sent for proofing.


Press / Lookbooks


I created the templates and designs for all the Lookbooks and press material for AW17, and SS18; the first time we have done so as a business. Featured in our press event in Soho:

View AW17 Lighting

View SS18 Lookbook

View SS18 Lighting

View SS18 Trends



Have a project in mind? Let’s have a chat, and view my work in more detail.