About

With over 20 years of experience in digital design, I specialise in optimising customer experiences through A/B testing, personalisation, and conversion rate optimisation (CRO). I help organisations improve KPIs, increase engagement, and boost NPS scores by turning insights from experimentation into actionable design improvements.

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I’ve delivered results for clients including Waitrose, BBC, Yell.com, Three, Vodafone, SapientNitro, Open University, WhatUsersDo, HeathWallace, Bupa, and GSK across large corporates, agencies, and startups.

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Academically, I hold a first-class MA in Digital Design, am a NN/g certified UX professional, and a Fellow of the Royal Society of Arts.

 

I’ve also shared my expertise as a Design lecturer at the Open University, bridging academic insight with practical CRO-focused design solutions.