The Collecting Group (Collecting Cars, Watch Collecting, Collecting.com)
Feb 2023 – Present

As a product designer at The Collecting Group, my mission is to enhance the brand’s impact by revolutionising the way collectors engage with high-quality ‘curated collectables’ worldwide. Collaborating with subject matter specialists, I am entrusted to enrich the existing brand experience by modernising pivotal pages along the customer journey and envisioning innovative customer-facing products like Classifieds and Private Sales.

With a refined selling journey in place, my attention has shifted towards enhancing the primary buyer experience. My current focus centres on reconceptualising the Product Detail Page (PDP) from scratch, aiming to deliver the ultimate buying and selling experience.

Strike (Digital Estate Agency, 2nd largest in the UK)
Apr 2022 – Jan 2023

Sole designer responsible for conceptualising the future of estate agency at Strike. Utilising smart tech and data to empower customers to sell their home from their phone. From automated valuations through to listing on the market. Executed all phases of the UX design process – from analysis & research, wire-framing concepts, creating user flows, user testing to handover. Introduced a rapid prototyping process to validate hypotheses early on. This minimises design debt, whilst promoting an ‘always learning’ environment. Conducted customer research using qualitative methods, synthesised and presented key findings to stakeholders across the business.

Implemented a design process framework to establish alignment with our design principles, design system, brand compliance & usability requirements. Collaborated with UI designers to implement a standardised design token system — including colour, typography, spacing, object styles, animation, etc.

AMARA.COM (Luxury Homeware Ecommerce, Part of Frasers Group)
Jan 2011 – Apr 2022

Full accountability for evolving and defining AMARA’s brand identity, ensuring excellence in everything produced by providing a clear creative vision across the whole organisation. Managing all creative output from the design studio, ensuring every designer understands & champions the brand guidelines. Responsible for developing processes to make sure everybody within the business follows and embraces the brand ethos and guidelines to strengthen brand identity over time. Continued responsibility for designing new and effective solutions across a wide spectrum of devices, that represent the best balance between user needs, business goals and values.

Implementing a consistent UX strategy and leading a cultural change to validated and data-driven UX, through qualitative and quantitative user research, (Surveys, Click Test, Benchmarks, Usability Testing, etc.), producing actionable insights. Produces clear and compelling designs across all devices, executing in all phases of the UX / UI design process—from analysis to research, from ideation to wireframing concepts and creating pixel-perfect visuals to final design.