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Verified Expert in Design
Designer
Manchester, United Kingdom
Toptal member since July 28, 2018
Bio
Andrew is a senior UX, user research, and service design consultant with 20+ years of experience helping organizations simplify complex systems and improve digital experiences. He has led projects across healthcare, finance, government, telecoms, gaming, and eCommerce for clients including the NHS, Barclays, ING, Vodafone, Audi, PlayStation, and Experian. Andrew specializes in research-led UX, accessibility, digital transformation, and service improvement across complex enterprise environments.
Experience
- User Research - 20 years
- UX Design - 20 years
- Product Design - 10 years
- Service Design - 10 years
- Conversion Rate Optimization (CRO) - 10 years
- eCommerce - 10 years
- UI Design - 6 years
- Digital Strategy - 5 years
Portfolio
Holiday Gems
Eye TrackingUser TestingUser InterviewsCompetitor Analysis & ProfilingUX DesignUser Interface (UI)+ 2 more
Vodafone TV
User ResearchUser TestingQualitative ResearchTelecommunicationsQuantitative ResearchMood Boards
FYVO - AI-powered eCommerce Optimization Platform
AccessibilityArtificial Intelligence (AI)Software as a Service (SaaS)Product DesignShopifyeCommerce+ 10 more
Work Experience
Director
2025 - PRESENT
FYVO Ltd
- Designed and built an AI-powered SaaS platform that automated product content optimization, pricing intelligence, and catalog management workflows for Shopify-based eCommerce businesses.
- Developed a multi-stage AI workflow that combined keyword strategy, content generation, and validation processes to improve the quality and consistency of product descriptions, SEO titles, and metadata.
- Created a product data management system capable of ingesting and processing multiple supplier data feeds, enabling automated product creation, inventory updates, and catalog synchronization.
- Established the product architecture, information hierarchy, and end-to-end user workflows for single-product editing, bulk optimization, approval processes, and content publishing.
- Defined and implemented a human-in-the-loop (HITL) workflow that balanced AI automation with user control, ensuring content quality and reducing the risk of publishing inaccurate information.
- Designed and delivered reusable UI components, workflow patterns, and system interactions to support a scalable SaaS product and accelerate future feature development.
- Leveraged AI-assisted development and rapid prototyping techniques to reduce concept-to-validation time and enable faster product iteration.
- Created role-based workflows and operational dashboards to support product management, optimization tracking, and business decision-making.
- Integrated Shopify APIs, cloud-based data storage, and AI services into a single platform, reducing manual catalog management effort and improving operational efficiency.
- Defined the product specification, technical architecture, and roadmap, translating business requirements into a scalable SaaS platform capable of supporting future multi-store and multi-user expansion.
Technologies: Product Strategy, Product Design, UX Design, UI Design, Information Architecture (IA), Design Systems, Figma, AI Prompts, Human-in-the-loop (HITL), User Workflows, Product Specification Authoring, Dashboard Design, Workflow Automation Design, Prototyping, Product Roadmaps, Artificial Intelligence as a Service (AIaaS), AI-powered Product Design, AI Design, AI Systems, User Experience Design, Claude
Principal UX Consultant
2012 - PRESENT
Andyscott UX
- Led UX, user research, and service design across 200+ digital projects spanning healthcare, banking, government, telecoms, eCommerce, and public sector transformation initiatives.
- Delivered research-led UX improvements for organizations including Barclays, Experian, Vodafone, Audi, and ING.
- Conducted qualitative and quantitative user research, including usability testing, stakeholder interviews, analytics reviews, heat mapping, and behavioral analysis to identify usability and conversion issues.
- Improved accessibility compliance across multiple enterprise and public sector platforms by applying WCAG standards and inclusive design practices throughout discovery, design, and testing phases.
- Designed and optimized complex user journeys for regulated industries, balancing business goals, technical constraints, accessibility requirements, and user needs.
- Facilitated workshops, stakeholder alignment sessions, and discovery activities to help organizations simplify fragmented services and improve decision-making across multidisciplinary teams.
- Built and mentored multidisciplinary design teams across international markets, including supporting the launch of the Philippines’ first digital-only bank for ING.
- Defined information architecture, service structures, and scalable design approaches for large-scale transformation programs involving multiple systems and user groups.
- Increased usability and conversion performance through evidence-based optimization strategies using A/B testing, funnel analysis, form analysis, and user behavior insights.
- Delivered practical, production-ready UX solutions across both startup and enterprise environments, working from early discovery through to launch and optimization.
Technologies: Figma, Axure RP Pro, Sketch, Adobe, Agile, Scrum, A/B Testing, Information Architecture (IA), User Research, Service Design, Conversion Rate Optimization (CRO), Wireframing, Prototyping, UX Strategy, Quantitative User Research, Qualitative User Research, Accessibility Auditing, Funnel Analysis, Behavioral Testing, Heuristic Evaluation, Journey Mapping, Workshops, Product Discovery, Discovery Workshops, Design Systems, System Design, Digital Transformation, Customer Experience, Interaction Design (IxD), Annotated Wireframes, Search Engine Optimization (SEO), Content Strategy, Cross-functional Collaboration, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, eCommerce, Personas, UX Prototyping, Sitemaps, Low-fidelity Mockups, High-fidelity Mockups, Dashboard Design, Experience Maps, User Interviews, Web App UI, UI Design, Mobile UI, Project Management, Diary Studies, iOS, Web, Android, Lean UX, Buyer Personas, High-fidelity Prototypes, Cross-platform UX, Desktop Web Design, Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, Online Surveys, Storyboarding, Business Cases, Product Roadmaps, Heuristic Analysis, Minimum Viable Product (MVP), Waterfall UX, Mobile UX, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Task Analysis, Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Hierarchical Task Analysis (HTA), Quantitative Research, Gamification, User Testing, Mental Model, Web Accessibility, Card Sorting, Design Research, Remote Usability Testing, UI Style Guides, Iterative Design, Analytics, Coaching, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, App UX, Financial Services, Digital Banking, Persona Design, Cross-cultural Team Leadership, Double Diamond Framework, Contextual Inquiry, Remote User Testing, CMS UX, Eye-tracking Analysis, Story Mapping, Affinity Diagrams, Critical Thinking, Technical Diagrams, Ethnography, Workflow Diagrams, Design Leadership, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Fintech Design, Mobile Banking, Landing Pages, Mobile UI Design, Artificial Intelligence (AI), Artificial Intelligence as a Service (AIaaS), AI-powered Product Design, Conversion, AI Design, AI Systems, User Experience Design, Claude
Lead UX Designer
2020 - 2026
NHS
- Led UX, information architecture, and service design across a national NHS transformation program focused on consolidating more than 200 fragmented digital services into a unified platform.
- Conducted user research, stakeholder interviews, and usability testing to identify structural, accessibility, and content issues affecting both public users and internal teams.
- Improved accessibility compliance by applying WCAG standards and inclusive design principles across complex healthcare journeys and public-facing digital services.
- Defined scalable information architecture and navigation structures to improve consistency, usability, and discoverability across multiple NHS services and regions.
- Facilitated workshops and alignment sessions with multidisciplinary stakeholders to simplify complex operational processes and improve cross-team collaboration.
- Reduced user friction and content duplication by restructuring fragmented service journeys, improving clarity across key healthcare information and support pathways.
- Collaborated closely with product, content, development, and governance teams to ensure designs aligned with NHS standards, technical constraints, and service objectives.
- Delivered practical UX solutions across large-scale, compliance-driven healthcare environments while balancing user needs, accessibility requirements, and organizational complexity.
Technologies: Figma, FigJam, Miro, Jira, Confluence, Google Analytics, Web Content Accessibility Guidelines (WCAG), Design Systems, Information Architecture (IA), User Research, Usability Testing, Service Design, Journey Mapping, Wireframing, Prototyping, Workshops, Agile, HTML, CSS, UX Design, Mood Boards, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, Personas, UX Prototyping, Sitemaps, UX Strategy, High-fidelity Mockups, Experience Maps, User Interviews, UI Design, Mobile UI, Project Management, Web, Lean UX, High-fidelity Prototypes, Desktop Web Design, Primary Research, Quantitative Analysis, Qualitative Analysis, Online Surveys, Storyboarding, Business Cases, Product Roadmaps, Minimum Viable Product (MVP), Mobile UX, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Task Analysis, Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Funnel Analysis, Quantitative Research, User Testing, Mental Model, Web Accessibility, Card Sorting, Design Research, UI Style Guides, Iterative Design, Analytics, Coaching, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Content Strategy, Customer Experience, Cross-cultural Team Leadership, Double Diamond Framework, Story Mapping, Affinity Diagrams, Critical Thinking, Technical Diagrams, Ethnography, Workflow Diagrams, Design Leadership, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Storybook, Mobile UI Design, AI-powered Product Design, AI Design, AI Systems, User Experience Design
Consultant User Experience Lead
2019 - 2020
Situ Live
- Designed and implemented a back-office product catalog system used by internal admin teams to manage product information, assets, and inventory across the retail platform.
- Designed and launched a marketing website focused on attracting new retail brands and commercial partners, helping communicate the in-store digital commerce concept and customer experience vision.
- Created wireframes, user journeys, and early-stage UI concepts for a retail eCommerce platform that allowed customers to explore products in-store before ordering directly to their homes through interactive digital terminals.
- Helped shape a blended physical and digital retail experience by simplifying the process of browsing, selecting, and ordering large or non-stocked products from within the showroom environment.
- Implemented structured design handover and asset management workflows using Zeplin, improving collaboration between design and development teams and reducing delivery friction.
- Collaborated closely with stakeholders, developers, and commercial teams to refine the customer experience across both the in-store terminal journey and supporting digital platforms.
- Designed user flows and interface patterns that balanced showroom interaction, assisted selling, and home delivery logistics within a new retail commerce model.
- Supported the development of a digitally enabled retail proposition aimed at reducing in-store stock requirements while maintaining a tactile, experience-led shopping journey.
Technologies: Zeplin, Adobe, Sketch, InVision, A/B Testing, User Research, Journey Mapping, Interaction Design (IxD), Workshops, Responsive UX Design, Agile, Prototyping, User Flows, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, Mobile Design, Product Design, Web Design, eCommerce, Personas, UX Prototyping, Sitemaps, Information Architecture (IA), UX Strategy, Low-fidelity Mockups, High-fidelity Mockups, Experience Maps, User Interviews, UI Design, Mobile UI, Web, Lean UX, Buyer Personas, High-fidelity Prototypes, Desktop Web Design, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Stakeholder Interviews, Human-computer Interaction (HCI), Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Funnel Analysis, User Testing, Mental Model, Web Accessibility, Card Sorting, Design Research, UI Style Guides, Iterative Design, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Customer Experience, Cross-cultural Team Leadership, Double Diamond Framework, Story Mapping, Critical Thinking, Technical Diagrams, Workflow Diagrams, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Mobile UI Design, Conversion, User Experience Design
Lead UX (Management)
2019 - 2019
ING Bank Phillipines
- Tripled the UX team within six months through an aggressive hiring and mentoring strategy focused on team fit, collaboration, and long-term capability rather than academic background alone.
- Ran weekly knowledge-sharing sessions across the design team, strengthening collaboration, improving UX maturity, and creating a stronger cross-cultural team dynamic.
- Facilitated mentoring through regular one-to-ones and group workshops covering user research, UX processes, accessibility, and service design techniques.
- Collaborated with senior leadership to define and implement a Double Diamond way of working across the organization, improving structure, alignment, and delivery consistency.
- Reduced design debt across both the Philippines and Chinese banking platforms, removing UX and design as a delivery bottleneck within product teams.
- Built the foundations for stronger cross-department collaboration by promoting empathy and understanding between design, delivery, product, and development teams.
- Led UX and team development during the launch of the Philippines’ first digital-only bank, supporting rapid growth across multiple international markets.
- Conducted user research across the Filipino and Chinese markets to better understand cultural behaviors, customer expectations, and digital banking needs.
- Scaled and refined UX delivery processes to improve collaboration between research, design, and development teams, accelerating turnaround times across complex banking products.
Technologies: Figma, Zeplin, InVision, Sketch, Jira, Confluence, Agile, User Research, Usability Testing, Service Design, Information Architecture (IA), Wireframing, Prototyping, Journey Mapping, Design Systems, Accessibility, Mobile UX, Cross-platform UX, Workshops, UX Mentoring, Team Mentoring, Cross-cultural Team Leadership, Digital Banking Platforms, Double Diamond Framework, UX Governance, Design Thinking, Product Discovery, Research Synthesis, UX Design, Mood Boards, User Personas, Use Cases, Ideation Workshops, Web Usability, User Flows, Mobile Design, Product Design, Personas, UX Prototyping, Sitemaps, UX Strategy, High-fidelity Mockups, Experience Maps, User Interviews, UI Design, Mobile UI, Diary Studies, iOS, Android, Lean UX, High-fidelity Prototypes, Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, Online Surveys, Storyboarding, Business Cases, Product Roadmaps, Minimum Viable Product (MVP), Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Coaching, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, App UX, Financial Services, Digital Banking, Persona Design, Cross-functional Collaboration, Customer Experience, Story Mapping, Critical Thinking, Technical Diagrams, Ethnography, Workflow Diagrams, Design Leadership, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Rapid Prototyping, Fintech Design, Mobile Banking, Mobile UI Design, User Experience Design
Experience Director
2017 - 2019
LDA
- Played a key role in tender responses by leading all UX, user research, and optimization-related proposals, helping position experience design as a core commercial service offering for the agency.
- Oversaw wireframing, prototyping, optimization initiatives, and digital strategy work across both existing client accounts and new business opportunities.
- Managed UX and content quality assurance for Manchester’s flagship public health platform, MyCity Health, ensuring content remained accurate, accessible, and appropriate for diverse audiences.
- Improved conversion performance for major educational organizations, including The Manchester College, Total People, and Hugh Baird College, through research-led UX and optimization strategies.
- Conducted user research, usability testing, analytics reviews, and behavioral analysis to identify usability issues and improve customer journeys across multiple sectors.
- Collaborated closely with stakeholders, developers, and marketing teams to align business goals with user needs and improve overall digital experience quality.
- Delivered practical UX solutions across healthcare, education, public sector, and commercial projects while balancing accessibility, performance, and delivery constraints.
- Supported the growth of UX maturity within the agency by introducing structured research, optimization, and experience-led decision-making processes.
- Led UX workshops and stakeholder sessions to help clients better understand user behavior, business priorities, and opportunities for digital improvement across complex platforms.
- Defined user journeys, information architecture, and optimization strategies that simplified digital experiences and improved engagement across web and mobile products.
Technologies: SurveyMonkey, Crazy Egg, Typeform.io, Google Analytics, Mixpanel, Hotjar, InVision, Sketch, Adobe, Accessibility, General Data Protection Regulation (GDPR), Conversion Rate Optimization (CRO), Responsive UX Design, A/B Testing, Heatmaps, Digital Strategy, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, eCommerce, Personas, UX Prototyping, Sitemaps, Information Architecture (IA), UX Strategy, Prototyping, Low-fidelity Mockups, High-fidelity Mockups, Dashboard Design, Experience Maps, User Interviews, Web App UI, UI Design, Mobile UI, Project Management, Diary Studies, iOS, Web, Android, Agile, Lean UX, High-fidelity Prototypes, Cross-platform UX, Desktop Web Design, Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, Online Surveys, Storyboarding, Business Cases, Product Roadmaps, Heuristic Analysis, Minimum Viable Product (MVP), Waterfall UX, Mobile UX, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Task Analysis, Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Hierarchical Task Analysis (HTA), Funnel Analysis, Quantitative Research, Gamification, User Testing, Mental Model, Web Accessibility, Card Sorting, Design Research, Heuristic Evaluation, Remote Usability Testing, UI Style Guides, Iterative Design, Analytics, Coaching, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, App UX, Persona Design, Cross-functional Collaboration, Content Strategy, Search Engine Optimization (SEO), Customer Experience, Double Diamond Framework, Contextual Inquiry, Remote User Testing, CMS UX, Eye-tracking Analysis, Story Mapping, Affinity Diagrams, Critical Thinking, Technical Diagrams, Ethnography, Workflow Diagrams, Design Leadership, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Mobile UI Design, Conversion, User Experience Design
Consultant User Experience Lead
2015 - 2017
Experian
- Increased conversion rates across the GOV.UK Verify onboarding funnel through research-led UX improvements, usability optimization, and simplified user journeys.
- Reduced landing page bounce rates through structured A/B testing and optimization strategies, resulting in improved customer acquisition performance.
- Passed all accessibility and UX compliance gates set by the Government Digital Service (GDS), ensuring uninterrupted service availability and regulatory compliance.
- Designed a scalable identity verification platform that could be extended and adapted for use across additional products and partner brands.
- Maintained continuous live service status by successfully delivering and validating UX solutions within strict government compliance frameworks.
- Planned and facilitated multiple usability testing sessions involving both able-bodied and disabled participants to ensure accessibility and inclusivity across the service.
- Designed bilingual user experiences that supported both English and Welsh language requirements as part of government accessibility and localization standards.
- Improved conversion rates across a consumer sign-up process serving more than 1 million users, contributing to a 168% increase in conversion performance.
- Collaborated closely with product, development, compliance, and stakeholder teams to balance usability, security, fraud prevention, and regulatory requirements.
- Applied analytics, behavioral insights, and user research findings to continuously refine onboarding flows and reduce friction across complex verification journeys.
Technologies: Google Analytics, Hotjar, HTML, Axure RP Pro, OmniGraffle, Journey Mapping, Conversion Rate Optimization (CRO), Funnel Analysis, Jira, Confluence, Bilingual UX Design, Heuristic Evaluation, Competitor Analysis & Profiling, Web Content Accessibility Guidelines (WCAG), Heatmaps, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, User Flows, Product Design, Web Design, Personas, UX Prototyping, Sitemaps, Information Architecture (IA), UX Strategy, Prototyping, Low-fidelity Mockups, High-fidelity Mockups, User Interviews, UI Design, Web, Agile, Lean UX, High-fidelity Prototypes, Desktop Web Design, Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Mind Mapping, Teamwork, Knowledge Transfer, App UX, Persona Design, Cross-functional Collaboration, Customer Experience, Double Diamond Framework, Critical Thinking, Technical Diagrams, Workflow Diagrams, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, User Experience Design
Senior User Researcher
2016 - 2016
Vodafone UK
- Planned and implemented a six-month user research and testing strategy across both Spain and the United Kingdom to support Vodafone’s digital TV product launch.
- Conducted and analyzed user testing sessions across multiple markets, translating behavioral insights and usability findings into actionable product improvements for stakeholders.
- Defined the strategy and requirements for an in-house usability testing lab, including eye-tracking capabilities and remote live-streaming for international stakeholder observation.
- Performed heuristic evaluations across existing TV and media platforms to identify usability issues, interaction friction, and opportunities to improve overall customer experience quality.
- Presented research findings, usability insights, and optimization recommendations to multidisciplinary stakeholders across product, design, and delivery teams.
- Conducted competitor analysis across major UK television providers to benchmark customer journeys, navigation patterns, and content discovery experiences.
- Helped improve onboarding, navigation, and remote-control interaction flows by combining behavioral research with interface and hardware usability testing.
- Balanced customer needs, technical limitations, broadcaster restrictions, and commercial objectives within a fast-moving telecoms and entertainment environment.
- Supported iterative product refinement through ongoing testing, insight gathering, and collaboration between UX, hardware, and engineering teams.
- Contributed to Vodafone’s market-entry strategy by helping shape a more user-friendly and research-led television platform experience.
Technologies: Moderated Usability Testing, Remote User Testing, Eye Tracking, Competitor Analysis & Profiling, Behavior Analysis, Task Analysis, Affinity Mapping, Jira, Confluence, User Personas, UX Design, Mood Boards, Usability Testing, Use Cases, UX Audits, UI Audits, User Flows, Product Design, Personas, UX Prototyping, Sitemaps, User Interviews, Diary Studies, Agile, Primary Research, Quantitative Analysis, Qualitative Analysis, Online Surveys, Storyboarding, Product Roadmaps, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), User Stories, User Journeys, Usability, Funnel Analysis, Hierarchical Task Analysis (HTA), Quantitative Research, User Testing, Mental Model, Card Sorting, Design Research, Remote Usability Testing, Analytics, Mind Mapping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Customer Experience, Double Diamond Framework, Contextual Inquiry, Eye-tracking Analysis, Story Mapping, Critical Thinking, Empathy Mapping
Consultant User Experience Lead
2015 - 2015
The Co-operative Bank
- Led UX across major digital transformation initiatives within a legacy banking environment, helping modernize customer journeys while working around significant technical constraints.
- Designed and launched a new banking website focused on improving usability, accessibility, and customer confidence across digital services.
- Delivered the bank’s first fully online loan application journey, enabling customers to apply, receive approval, and access funds entirely online within minutes.
- Conducted user research, usability testing, stakeholder interviews, and analytics reviews to better understand customer behavior and identify friction within key banking journeys.
- Created personas, journey maps, and experience strategies that helped guide product decisions across multiple banking products and services.
- Improved accessibility and usability standards across customer-facing platforms by applying inclusive design principles and WCAG compliance requirements.
- Collaborated closely with branch staff and internal stakeholders to better understand customer concerns around digital banking adoption and service trust.
- Balanced user needs, banking regulations, security requirements, and technical limitations while delivering practical UX improvements across highly regulated systems.
- Supported the bank’s wider digital transformation strategy by demonstrating the commercial and operational value of research-led UX and customer-focused design.
- Presented UX strategies, research findings, and optimization recommendations to senior stakeholders to support product direction and prioritization decisions.
Technologies: OmniGraffle, Axure RP Pro, User Research, Usability Testing, Stakeholder Interviews, Persona Design, Journey Mapping, Information Architecture (IA), Service Design, Accessibility, Web Content Accessibility Guidelines (WCAG), Behavior Analysis, Analytics, Wireframing, Prototyping, Interaction Design (IxD), Responsive UX Design, Agile, Jira, Confluence, Sketch, Heuristic Analysis, Workshops, Digital Banking, Financial Services, UX Design, Mood Boards, User Personas, Use Cases, Ideation Workshops, Web Usability, User Flows, Product Design, Web Design, Personas, UX Prototyping, Sitemaps, UX Strategy, Low-fidelity Mockups, High-fidelity Mockups, User Interviews, UI Design, Web, Lean UX, High-fidelity Prototypes, Desktop Web Design, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Mobile UX, Quantitative User Research, Human-computer Interaction (HCI), Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Coaching, Mind Mapping, Teamwork, Knowledge Transfer, Cross-functional Collaboration, Customer Experience, Digital Banking Platforms, Double Diamond Framework, Axure, Critical Thinking, Technical Diagrams, Workflow Diagrams, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Fintech Design, Mobile Banking, Landing Pages, Mobile UI Design, User Experience Design
Consultant User Experience Lead
2014 - 2015
Barclays Bank UK PLC
- Oversaw the transfer of knowledge and delivery processes from the incumbent agency to Barclays’ new in-house UX and digital teams, supporting a smooth operational transition.
- Planned and implemented new collaborative ways of working across design and development teams, working closely with engineering leadership to improve alignment and delivery efficiency.
- Reduced onboarding friction by more than 70%, significantly improving customer acquisition performance and increasing overall return on investment across digital banking journeys.
- Planned and delivered a new National Lottery purchasing feature within Barclays’ digital platform, collaborating closely with business analysts, product owners, and development teams.
- Conducted and analyzed multiple usability testing sessions to validate design hypotheses, identify customer pain points, and refine complex financial user journeys.
- Applied research-led UX principles across highly regulated banking experiences, balancing usability, accessibility, fraud prevention, and business requirements.
- Improved collaboration between multidisciplinary teams by introducing more structured UX processes, research activities, and shared delivery frameworks.
- Presented user research findings, behavioral insights, and optimization recommendations to stakeholders to support evidence-based product decisions.
- Helped evolve Barclays Pingit through ongoing optimization, behavioral analysis, and customer-focused experience improvements.
- Supported large-scale digital transformation initiatives focused on improving customer experience quality, operational efficiency, and long-term scalability across digital banking services.
Technologies: Xcode, HTML, Axure RP Pro, OmniGraffle, A/B Testing, Accessibility, Accessibility Auditing, Cross-platform UX, Cross-functional Collaboration, Behavior Analysis, Digital Banking, Scrum, Agile, Design Systems, Service Design, Wireframing, Prototyping, App UX, Information Architecture (IA), Knowledge Transfer, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, User Flows, Mobile Design, Product Design, Personas, UX Prototyping, Sitemaps, UX Strategy, Low-fidelity Mockups, High-fidelity Mockups, UX Audits, User Interviews, UI Design, Mobile UI, Diary Studies, iOS, Android, Lean UX, High-fidelity Prototypes, Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), User Stories, User Journeys, Usability, Hierarchical Task Analysis (HTA), Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Analytics, Coaching, Mentorship, Mind Mapping, Teamwork, Financial Services, Persona Design, Customer Experience, Cross-cultural Team Leadership, Digital Banking Platforms, Double Diamond Framework, Axure, Affinity Diagrams, Critical Thinking, Technical Diagrams, Workflow Diagrams, Empathy Mapping, User Interface (UI), User Experience (UX), UX Wireframes, Rapid Prototyping, Fintech Design, Mobile Banking, Mobile UI Design, User Experience Design
Consultant User Experience Lead
2014 - 2014
Bupa Global
- Improved usability and customer experience across Bupa’s digital platforms by applying user-centered UX and optimization strategies across healthcare and insurance journeys.
- Conducted user research, behavioral analysis, and usability testing to identify pain points and improve customer interaction flows across key digital services.
- Collaborated closely with design, product, and development teams to introduce more consistent UX standards and improve delivery quality across projects.
- Refined customer journeys and interface structures to improve clarity, accessibility, and engagement across healthcare-related digital experiences.
- Supported the implementation of scalable UX approaches and design standards that improved consistency across multiple digital touchpoints.
- Applied accessibility and inclusive design principles to ensure healthcare information and services remained usable for a broad range of customer needs.
- Presented UX recommendations and usability findings to stakeholders, helping guide prioritization and product improvement decisions.
- Balanced customer expectations, business requirements, technical limitations, and regulatory considerations within a complex healthcare environment.
- Contributed to ongoing optimization initiatives focused on improving digital service quality, usability, and overall customer satisfaction.
- Supported multidisciplinary teams through research-led UX activities, helping strengthen collaboration and evidence-based decision-making across projects.
Technologies: Axure RP Pro, OmniGraffle, User Research, Usability Testing, Behavioral Testing, Journey Mapping, Information Architecture (IA), Interaction Design (IxD), Accessibility, Wireframing, Prototyping, Responsive UX Design, Agile, Confluence, Jira, Design Systems, UX Design, Mood Boards, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, Personas, UX Prototyping, Sitemaps, UX Strategy, Low-fidelity Mockups, High-fidelity Mockups, User Interviews, UI Design, Mobile UI, Web, Lean UX, High-fidelity Prototypes, Desktop Web Design, Ethnographic Studies, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Human-computer Interaction (HCI), User Stories, User Journeys, Usability, Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Mind Mapping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Customer Experience, Double Diamond Framework, Axure, Critical Thinking, Technical Diagrams, Workflow Diagrams, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Mobile UI Design, User Experience Design
Consultant User Experience Lead
2013 - 2014
Audi
- Led UX across a major redesign of Audi’s UK digital platform, improving navigation, usability, and the overall customer ownership experience.
- Designed and helped shape the MyAudi platform, creating connected digital experiences that supported customers beyond the initial vehicle purchase journey.
- Conducted user research, usability testing, competitor analysis, and behavioral reviews to identify friction points and improve engagement across key customer journeys.
- Created wireframes, prototypes, and interaction flows to simplify complex automotive experiences across desktop, tablet, and mobile platforms.
- Collaborated closely with product, development, and stakeholder teams to align UX decisions with both customer expectations and Audi’s premium brand standards.
- Improved information architecture and content structure to help customers more easily access vehicle information, account services, and ownership-related features.
- Balanced usability, technical limitations, and business requirements while delivering scalable UX solutions across a complex enterprise platform.
- Supported the integration of connected services and cross-platform digital experiences designed to strengthen long-term customer engagement.
- Presented UX recommendations, research findings, and optimization opportunities to stakeholders to support evidence-based product decisions.
- Contributed to the evolution of Audi’s digital ownership ecosystem by improving customer journeys across web, mobile, and service-based interactions.
Technologies: Adobe, Axure RP Pro, HTML, OmniGraffle, User Research, Usability Testing, Competitor Analysis & Profiling, Behavior Analysis, User Journeys, Journey Mapping, Affinity Mapping, Mind Mapping, Empathy Mapping, Jira, UX Design, Mood Boards, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, Personas, UX Prototyping, Sitemaps, Information Architecture (IA), UX Strategy, Prototyping, Low-fidelity Mockups, High-fidelity Mockups, Experience Maps, User Interviews, Web App UI, UI Design, Mobile UI, Web, Agile, Lean UX, High-fidelity Prototypes, Desktop Web Design, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Mobile UX, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), User Stories, Hierarchical Task Analysis (HTA), Quantitative Research, User Testing, Mental Model, Web Accessibility, Design Research, Iterative Design, Analytics, Paper Prototyping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Customer Experience, Double Diamond Framework, Contextual Inquiry, Axure, Story Mapping, Affinity Diagrams, Critical Thinking, Technical Diagrams, Workflow Diagrams, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Mobile UI Design, User Experience Design
User Experience Designer
2011 - 2012
Tecmark
- Delivered UX, optimization, and digital strategy work across multiple client accounts spanning healthcare, finance, public sector, and eCommerce industries.
- Conducted user research, usability testing, analytics reviews, and behavioral analysis to identify usability issues and improve customer journey performance.
- Improved conversion rates across client platforms through evidence-based optimization strategies using funnel analysis, A/B testing, and customer behavior insights.
- Created wireframes, prototypes, and interaction flows to support the redesign and optimization of complex digital products and services.
- Collaborated closely with SEO, development, marketing, and content teams to align UX improvements with wider commercial and acquisition strategies.
- Presented research findings, optimization opportunities, and UX recommendations directly to clients and stakeholders to support evidence-based decision-making.
- Supported accessibility improvements across multiple platforms by applying inclusive design principles and usability best practices.
- Balanced user needs, commercial objectives, technical limitations, and delivery timelines across multiple fast-paced client projects.
- Helped shape digital strategies for both existing clients and new business opportunities through research-led UX and optimization activities.
- Delivered practical UX solutions across discovery, design, testing, and optimization phases within agile delivery environments.
Technologies: Adobe, OmniGraffle, Axure, User Research, Prototyping, Paper Prototyping, High-fidelity Prototypes, Low-fidelity Mockups, Digital Strategy, SEO Tools, App UX, Web App UX, CMS UX, UX Design, Mood Boards, Usability Testing, User Personas, Use Cases, Ideation Workshops, Web Usability, UX Audits, UI Audits, User Flows, Mobile Design, Product Design, Web Design, eCommerce, Personas, UX Prototyping, Information Architecture (IA), High-fidelity Mockups, Mobile Web, Dashboard Design, User Interviews, Web App UI, UI Design, Mobile UI, Project Management, Diary Studies, iOS, Web, Android, Lean UX, Cross-platform UX, Desktop Web Design, Primary Research, Quantitative Analysis, Qualitative Analysis, Storyboarding, Business Cases, Product Roadmaps, Heuristic Analysis, Minimum Viable Product (MVP), Waterfall UX, Mobile UX, Quantitative User Research, Interviews, Stakeholder Interviews, Human-computer Interaction (HCI), Task Analysis, Software Technical SWOT Analysis, User Stories, User Journeys, Usability, Hierarchical Task Analysis (HTA), Funnel Analysis, Quantitative Research, Gamification, User Testing, Mental Model, Web Accessibility, Design Research, Heuristic Evaluation, Remote Usability Testing, UI Style Guides, Iterative Design, Analytics, Coaching, Mentorship, Mind Mapping, Teamwork, Knowledge Transfer, Persona Design, Cross-functional Collaboration, Search Engine Optimization (SEO), Customer Experience, Double Diamond Framework, Contextual Inquiry, Conversion Rate Optimization (CRO), Remote User Testing, Eye-tracking Analysis, Story Mapping, Affinity Diagrams, Critical Thinking, Technical Diagrams, Ethnography, Workflow Diagrams, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Landing Pages, Mobile UI Design, User Experience Design
Demonstrator | Part-time Lecturer
2010 - 2011
Salford University
- Delivered lectures, workshops, and practical demonstrations across digital design, UX, and interactive media subjects for undergraduate students.
- Supported students through one-to-one mentoring, group critiques, and practical sessions focused on design thinking, problem solving, and user-centered design principles.
- Demonstrated industry-standard design processes, wireframing, prototyping, and interaction design techniques within live classroom environments.
- Provided guidance and feedback on student projects covering UX, digital design, research methods, and interactive experiences.
- Helped bridge the gap between academic learning and real-world industry practice by introducing practical workflows, delivery methods, and commercial design thinking.
- Facilitated collaborative learning sessions that encouraged experimentation, critical thinking, and peer-to-peer feedback across multidisciplinary student groups.
- Supported curriculum delivery across both theoretical and hands-on digital design modules within a fast-paced educational environment.
- Assisted students in developing presentation, communication, and stakeholder engagement skills alongside technical and creative capabilities.
- Promoted accessibility, usability, and human-centered design principles throughout practical teaching sessions and project reviews.
- Contributed to the development of future digital designers by sharing commercial experience across UX, research, product design, and digital transformation projects.
Technologies: Teaching, Mentorship, Coaching, Workshops, UX Design, Mood Boards, Ideation Workshops, Sitemaps, UX Strategy, Project Management, Storyboarding, Human-computer Interaction (HCI), Design Research, Teamwork, Knowledge Transfer, Critical Thinking, Technical Diagrams
Digital Creative
2009 - 2010
Tangerine Holdings
- Delivered UX and digital design work across multiple brands and products within a fast-paced commercial and eCommerce environment.
- Designed and optimized customer journeys across web and digital platforms to improve usability, engagement, and conversion performance.
- Created wireframes, prototypes, and interface concepts for new and existing digital products across multiple business areas.
- Collaborated closely with stakeholders, developers, marketing teams, and commercial departments to align digital experiences with business goals.
- Conducted usability reviews and behavioral analysis to identify friction points and opportunities for improving customer interaction flows.
- Applied user-centered design principles to improve clarity, navigation, accessibility, and overall user experience quality.
- Worked across multiple concurrent projects, balancing delivery timelines, technical constraints, and evolving business requirements.
- Presented design concepts, UX recommendations, and optimization opportunities to internal teams and stakeholders.
- Contributed to the ongoing improvement of digital standards, workflows, and collaborative design practices across projects.
Technologies: CSS, HTML, Adobe, UX Design, Mood Boards, Usability Testing, User Flows, Product Design, Web Design, eCommerce, Personas, UX Prototyping, Sitemaps, Information Architecture (IA), UX Strategy, Prototyping, Low-fidelity Mockups, High-fidelity Mockups, Mobile Web, UI Design, Project Management, Web, High-fidelity Prototypes, Desktop Web Design, Storyboarding, Business Cases, Mobile UX, Human-computer Interaction (HCI), User Stories, User Journeys, Design Research, Paper Prototyping, Mind Mapping, Teamwork, Cross-functional Collaboration, Critical Thinking, UX Wireframes, Web Application Design, Web UI Design, Landing Pages, User Experience Design
Education
2006 - 2009
Bachelor of Arts Degree (1st Class) in Design Studies (Design Futures)
Salford University - Salford, United Kingdom
2001 - 2002
Merit Pass in General National Vocational Qualification (GNVQ) Information Technology (IT)
Wigan and Leigh College - Wigan, United Kingdom
1995 - 1999
Multiple Certifications in General Certificate of Secondary Education (GCSE)
Prince Rupert School - Rinteln, Germany
Skills
Tools
Affinity Diagrams, OmniGraffle, Sketch, Google Analytics, Axure RP Pro, InVision, Claude, Adobe, Hotjar, Zeplin, Xcode, FigJam, Miro, Jira, Confluence
Platforms
Figma, iOS, Android, Web, Mixpanel, Axure, Shopify
Industry Expertise
Automotive, Banking & Finance, Marketing, Telecommunications
Languages
HTML, CSS
Other
Usability Testing, Hierarchical Task Analysis (HTA), Ethnographic Studies, Primary Research, Quantitative Analysis, Qualitative Analysis, User Personas, Online Surveys, Experience Maps, Use Cases, Story Mapping, Storyboarding, Ideation Workshops, Business Cases, Product Roadmaps, Remote Usability Testing, Web Usability, Web Accessibility, Funnel Analysis, Heuristic Analysis, Minimum Viable Product (MVP), Waterfall UX, UX Audits, UI Audits, UX Design, UI Design, User Flows, Mobile Design, Mobile UI, Mobile UX, Product Design, Quantitative User Research, Journey Mapping, Web Design, Dashboard Design, eCommerce, Personas, UI Style Guides, Interviews, Stakeholder Interviews, UX Prototyping, Web App UI, Web App UX, Buyer Personas, Fintech, High-fidelity Prototypes, Cross-platform UX, Service Design, Competitor Analysis & Profiling, Wireframing, Human-computer Interaction (HCI), Contextual Inquiry, Mobile Web, Desktop Web Design, Quantitative Research, Qualitative Research, Card Sorting, Design Research, Diary Studies, Iterative Design, Interaction Design (IxD), High-fidelity Mockups, Responsive UX Design, Heuristic Evaluation, Task Analysis, Sitemaps, Mood Boards, Gamification, User Testing, Remote User Testing, Eye-tracking Analysis, Analytics, Conversion Rate Optimization (CRO), Information Architecture (IA), User Research, UX Strategy, Prototyping, Accessibility, Software Technical SWOT Analysis, Project Management, User Stories, User Journeys, Usability, Digital Strategy, Mental Model, Workflow Diagrams, User Interviews, Low-fidelity Mockups, Human-centered Design (HCD), Workshop Facilitation, Problem Solving, Stakeholder Communication, Systems Thinking, Creative Direction, Concept Development, Visual Communication, Information & Communications Technology (ICT), Digital Systems, Project Planning, Design Systems, General Data Protection Regulation (GDPR), Moderated Usability Testing, Behavior Analysis, Affinity Mapping, Cross-cultural Team Leadership, Digital Banking Platforms, Double Diamond Framework, UX Governance, Product Discovery, Research Synthesis, Qualitative User Research, Accessibility Auditing, Behavioral Testing, Discovery Workshops, System Design, Digital Transformation, Customer Experience, Cross-functional Collaboration, Persona Design, Digital Banking, Financial Services, App UX, Knowledge Transfer, Teamwork, Mind Mapping, Empathy Mapping, Paper Prototyping, User Interface (UI), User Experience (UX), UX Wireframes, Web Application Design, Web UI Design, Rapid Prototyping, Fintech Design, Mobile Banking, Landing Pages, Conversion, User Experience Design, Eye Tracking, Design Leadership, Design Thinking, Critical Thinking, Technical Diagrams, Heatmaps, Agile, Lean UX, Ethnography, Vibe Coding, Data Management, Web Content Accessibility Guidelines (WCAG), Workshops, UX Mentoring, Team Mentoring, Bilingual UX Design, Search Engine Optimization (SEO), Content Strategy, Storybook, Mobile UI Design, Artificial Intelligence (AI), Artificial Intelligence as a Service (AIaaS), AI-powered Product Design, AI Design, AI Systems, Typeform.io, Crazy Egg, SurveyMonkey, Strategy, Focus Groups, User Onboarding, A/B Testing, Companion Software, Gaming, Cross-platform, Tablets & Smartphones, Design Sprints, Annotated Wireframes, Scrum, SEO Tools, CMS UX, Teaching, Mentorship, Coaching, Product Strategy, AI Prompts, Human-in-the-loop (HITL), User Workflows, Product Specification Authoring, Workflow Automation Design, Software as a Service (SaaS)
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