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Lead Experience Designer

Over 25 years creating user-centered digital experiences with a strong focus on experimentation and personalisation.

Passionate about intuitive, customer focussed design and delivering smart, cost-effective solutions that balance creativity with real business needs.

Led the Waitrose app relaunch, delivering a new experience to 12M+ users

Design leadership & scale

Planned and executed 200+ A/B tests at Three, driving data-led optimisation

Evidence-based experimentation

Redesigned Bupa’s online claims portal, improving usability and customer engagement

User-centred problem solving

Founding member of BBC Online, helping establish one of the UK’s first major digital platforms

Foundational digital thinking

Design Thinking

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Insight Driven Design

Designed and delivered 200+ A/B tests to optimise user experience. View a case study on a Contract SIM journey.

System Thinking

Led the creation of a comprehensive Design System for Waitrose, driving consistency across digital products, and successfully launched a new customer-facing app.

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Design Management

Guidance on the user experience and platform aimed at helping large businesses promote physical activity.

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Education

University of the Arts London
MA, Digital Design 2005 - 2007
First-class honours degree

This course covered diverse subjects, including graphic design, multimedia production, advertising strategy, and user experience design.

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NN/g Certified

Leading Highly Effective UX Teams
Service Blueprinting
Discoveries
The Human Mind and Usability
Persuasive and Emotional Design

March 2021
www.nngroup.com/ux-certification/verify/

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Associate Lecturer 

Experience as an Associate lecturer at the Open University Design & Designing course.

This course introduces students to the global design industry. My role involved conducting tutorials, providing support, sharing industry insights, and offering ongoing guidance.

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 Rachel is highly conscientious and driven to produce work of a high standard and then delivers, she has excellent instincts and a capacity to deal with any situation. Her rich background means she brings a variety of experience to the role, and is able to call on her knowledge of those industries and add them to her work.

Bob Silver
Creative Director
 Conjure
(Formally at Waitrose)

Rachel's attention to detail and ability to articulate complex ideas with clear and precise annotated customer journeys and wireframes were simply world class.
Everyday Rachel would come to the office with a positive outlook ready to solve the days issues even when the project inevitably got more challenging. 

Chris Frost
Head of Digital
Met Office
(Formally at Bupa)

Rachel’s consideration and execution when detailing complex user flows and wire-framing was equally impressive. Detailed annotations on IA and interaction made it simple for both the client and engineering teams to understand the solution, transforming what could have been a difficult project into something that felt very smooth.

Matt Myers
Head of Design
The Times
(Formally at HeathWallace)

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