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UX Researcher & Designer | WordPress | Web & Mobile | Accessibility | User Testing Design isn’t just about visuals, it’s about making digital experiences usable, inclusive, and effective. If your product feels clunky, your website struggles to convert, or you’re unsure what’s blocking user growth, you don’t just need a designer, you need someone who can dig into research, find the friction points, and redesign with purpose. That’s where I come in. Common challenges I help fix: ________________________ ✅Journeys that confuse users and stop them from completing key actions. ✅Outdated or inaccessible platforms that don’t meet today’s standards. ✅ Campaigns or donation pages that attract visitors but fail to convert. ✅ Teams overwhelmed by deadlines and unclear design direction. How I work with clients: ________________________ With 6+ years in UX design & research, I’ve helped Startups, B2B & B2C, charities, SaaS startups, and global communities unlock real business value from cutting donation drop-offs by 90% at Oxfam GB to Designing a SaaS plaform that raised over £500k. For Apps & SaaS: ________________________ ✅ Clear, intuitive user flows that make apps easy to use. ✅ SaaS dashboards that simplify complexity. ✅ Prototypes & research to validate ideas before investing in dev. For Websites & Campaigns: ________________________ ✅ Conversion-focused landing, services, e-commerce & donation pages. ✅ Framer-built sites with smooth interactions and modern responsiveness. ✅ Accessibility reviews & redesigns that open your product to everyone. Added Value: ________________________ ✅ Inclusive design workshops to align your team. ✅ Research insights that turn data into growth strategies. ✅ Design systems that scale across teams and products. My Toolbox: ________________________ Figma | Framer | Adobe Illustrator, XD & Photoshop | Miro | Jira | UserTesting | UserBrain Why clients choose me: ________________________ ✅ Evidence-driven → I back design decisions with user research, usability testing, and analytics. ✅ Proven impact → Delivered £1M+ in value across digital platforms. ✅ Accessibility-first → WCAG-compliant solutions used by thousands daily. ✅ Collaborative → I work seamlessly with devs, PMs, and stakeholders. _____________________________________________________________ 📩 Let’s design something users love. Drop me a message today, I’ll reply within 24 hours with a tailored plan to help your project move forward. Click “Send Message” and let’s build experiences that perform.

With 20+ years in UX strategy, user research and conversion optimisation, I bring something most Product Owners don't: a deep, evidence-based understanding of users that keeps product decisions grounded in real behaviour, not assumptions. As Director at ImproveMyUX, I've worked across e-commerce, healthcare, finance and SaaS — at agencies and growing startups — helping teams diagnose UX problems, understand their users and prioritise the changes that move key metrics. Increasingly this extends into full product ownership: defining vision, managing backlogs and aligning stakeholders around what actually matters to users. Whether you need a Product Owner, a UX consultant, or both — I can step into either role with 20 years of evidence behind me. Headline Achievements: - Research, user flow definition and UX design for Jacks Flight Club on-boarding process contributing to a large uplift in trial subscriptions and a notable uplift in paid subscriptions - UX design for Mount Sinai Health Center internal brand centre resulting in increased engagement and successful download of brand assets - Research insights and usability audits for AAH, contributing to a 1.6% sitewide conversion improvement - Regular user research for Size? contributing to 9% uplift in transactions and over 200% increase in alternative payment methods (client objective KPIs) - Usability audits and associated user research for British Gas HomeCare journeys resulting in 36% uplift in online quotes and 22% increase in Boiler Repairs landing page visits. - UX design for Amazon and Lazada brand stores for Galderma brands, providing a conversion uplift across all projects - Accessibility audit and design recommendations for the worldwide suite of Danone brand websites resulting in best practice accessibility (WCAG AA) across all brands - Led UX Design for Santen one their Ocutears range across multiple regions including an eye drop finder tool that drove a significant increase in pharmacy eye test bookings. How can I help? ASSESS UX & CRO Audits My Pulse Audit benchmarks where you are right now, making the ideal kick-off and delivering a heuristic evaluation based on your conversion goals. In a 3-5 days you’ll have: ✔️ A scored UX Scorecard — every pillar rated, colour-coded and benchmarked so you can see at a glance where you're strong and where you're leaking conversions ✔️ A video walkthrough — a recorded expert review walking through the site in real time, so findings are clear and nothing gets lost in translation ✔️ A prioritised recommendations list — separated into Fix Now (urgent, high-impact) and Testing Hypotheses (structured A/B ideas with clear rationale) How I do it ✔️ Expert heuristic review using my own industry-specific framework, not a generic checklist ✔️ Funnel analysis using your existing tools — Hotjar, Google Analytics, Heap, Shopify and others ✔️ Focus on activation, onboarding an retention improvements ✔️ Competitor review identifying what stronger players in your space are doing better (where applicable) DISCOVER User Research Experienced in the planning, facilitating and reporting on a number of different research methods including: ✔️ Qualitative remote interviews ✔️ Quantitative surveys ✔️ Card sorting I can assess project objectives, suggest the appropriate tools to achieve these objectives, manage recruitment, planning and execution of projects to understand user pain-points, analyse existing products and test new products. IMPROVE Founding UX Strategy & Product Management I can help you set the direction of your product, working with you to develop a deep understanding of your customers and scale for success. I can support as much or as little required either as a founding team of one or part of an extended team. ✔️ Understanding customer pain-points through continuous user research ✔️ Requirements gathering ✔️ Information Architecture ✔️ User flow design and customer journey mapping ✔️ Rapid prototyping ✔️ Designing for Accessibility ✔️ User testing ✔️ User stories & Acceptance criteria Some of my many past clients include: EDUCATION & PUBLISHING Bloomsbury Publishing Classlist Elsevier Magoosh Microbit Taylor & Francis E-COMMERCE Danone Liverpool Football Club Puma ENERGY & COMMS British Gas British Telecom Bulb Energy FINANCE Allegiant Finance Benetic Ernst & Young Morningstar HEALTH CARE AAH Alcon Galderma Medela Modus Mount Sinai Santen SAAS Includia Mailosaur Vee-Help Venzee TRANSPORT Lexus Michelin Toyota Volkswagen TRAVEL & TOURISM Butlins Edinburgh Zoo Jacks Flight Club Sonnet 4.6

I’m a senior researcher with over 20 years’ experience delivering high-quality market, company, and industry research for startups, SMEs, market research companies and large organisations. I work across all commercial research environments, helping clients make confident, evidence-based decisions. Whether you need to understand your customers better, map competitors, size a market, or validate a new product, market, or business idea, I provide clear, practical insights you can actually use. What I do Market & Industry Research: I dig deep into industries to identify trends, opportunities, risks, and competitive dynamics. I’m industry-agnostic and have worked across a wide range of sectors and global regions. Competitor & Strategic Analysis: From landscape mapping to detailed competitor profiling, I identify current and emerging players, analyse positioning, and highlight gaps and opportunities. Company, Lead & Acquisition Sourcing: I regularly support clients by identifying companies in niche or hard-to-research sectors. This includes competitor discovery, investment and acquisition targets, and lead sourcing. I use multiple professional tools, manually verify findings, and deliver clean, well-structured results tailored to your criteria. Market Sizing (TAM / SAM / SOM): Market sizing is a core strength. I build robust TAM, SAM, and SOM models for startups and SMEs, clearly explaining assumptions, methodologies, and outputs so you can confidently use the results with investors or stakeholders. Qualitative Research & Expert Interviews: I conduct in-depth qualitative research, including expert recruitment and interviews for competitive intelligence and market insight. These projects deliver exclusive, human-led insights that go beyond what AI or desk research alone can uncover. Quantitative Research & Surveys: I design, run, and analyse consumer surveys and interviews to uncover customer needs, pain points, and behaviours, turning raw data into actionable insight and clear reporting. How I work Access to major industry databases and public statistical sources Transparent methodologies, with full sources, models, and workings provided Clear communication, regular updates, and collaborative check-ins Available for both short-term projects and long-term research partnerships If you’re looking for a reliable, detail-oriented researcher who can turn complex information into meaningful insight, I’d be happy to help.

I’m a senior research manager with 8+ years’ experience delivering mixed-method insight across customer experience (CX), employee experience (EX), brand and market research. I specialise in designing surveys, analysing quant + qual data, and turning messy findings into clear, executive-ready recommendations. I’ve delivered research and stakeholder-ready reporting for teams at Promising Outcomes, Perceptyx, YouGov, Edelman Data & Intelligence, and Hall & Partners - often under tight timelines, with high standards for QA and clarity. What I deliver (not just “analysis”) Survey design that answers the real question (questionnaire, logic, scales, sampling input) Clean, defensible outputs (QA checks, consistency, charts that don’t mislead) Insight that’s usable (so-what, now-what, priorities, and implications) Decks people actually read (structured narrative + executive summary + sharp visuals) Typical projects I’m hired for Employee engagement or pulse survey reporting (EX) Customer feedback / CX surveys, drivers, and segmentation Competitive scans + secondary research for strategy teams Quant + qual synthesis into a single story “We need this turned into a client-ready PowerPoint fast” Tools & ways of working I’m comfortable working with your templates, your KPIs, and your stakeholder expectations. I’m also experienced using AI to improve research efficiency without compromising rigour. If you want research that’s clear, strategic, and decision-ready, send me a message with your objective and timeline.

I help product, growth, and e-commerce teams identify where users struggle, quantify the commercial impact, and turn those insights into UX improvements, A/B test concepts, and optimisation opportunities. I’m a Senior UX Consultant with over a decade of experience across UX research, experimentation strategy, UX/UI design, behavioural analytics, and digital product optimisation. My work connects customer insight, commercial data, and evidence-led design to improve digital journeys and drive measurable growth. Recent work includes leading a problem-first UX research and experimentation approach for a major European travel and holidays brand, resulting in £100M+ in data-backed growth, a 52% increase in test win rate, and a 39% reduction in inconclusive results. I help with: • UX audits and Opportunity Audits • Usability testing and research synthesis • A/B test hypotheses and experimentation roadmaps • CRO and conversion-focused UX recommendations • Heuristic reviews and journey analysis • Contentsquare, Fullstory, GA, survey, chat, and behavioural data analysis • Wireframes, prototypes, UX/UI recommendations, and design system improvements • Accessibility audits and Jobs to be Done research I’ve worked across travel, aviation, hospitality, financial services, insurance, retail, e-commerce, SaaS, automotive, leisure, EdTech, and consumer services. Clients typically hire me when they need a senior UX partner who can move beyond surface-level design feedback and identify the customer problems, commercial opportunities, and evidence-backed solutions that matter most.

I specialize in long-term, in-depth projects that require at least 25 hours of work. If you’re looking for quick fixes or one-time tasks, I may not be the right fit. Let's work together on projects that truly need expertise and dedication! 💫 What Makes Me Your Ideal UI/UX Designer? - 6+ years creating exceptional UI/UX and digital design solutions - Successfully delivered 342+ projects for clients worldwide - Built lasting relationships with 150+ thrilled clients - Expert in modern design tools: Figma, Adobe XD, Adobe Illustrator, and Webflow - Versatile portfolio spanning SaaS, FinTech, Web3, Education, AI, cryptocurrency, and gaming industries 🏢 SaaS AI PropTech Platform ✔ Improved property search efficiency by 200% with AI-powered filters and intuitive UI ✔ Reduced user errors during listing management by 50% through streamlined dashboard design ✔ Accelerated booking and inquiry processes by 30%, enhancing conversion rates ✔ Cut manual administrative tasks by 70% by integrating smart automation into workflows 💰 Fintech Web App Project ✔ Increased user transaction volume by 15% through optimized UX design ✔ Lowered drop-off rate during payment flows by 30% with a simplified and secure UI redesign 🏥 Health / Healthcare Mobile App ✔ Boosted user retention by 2x with an intuitive and engaging mobile app design ✔ Achieved 3x faster onboarding through clear user flows and interactive prototyping ✅ What I Bring to Your Project: I develop user experience strategies that focus on delivering measurable results — boosting usability, increasing engagement, and helping clients achieve conversion improvements of up to 200%. - My approach blends functionality, efficiency, and visual appeal to create digital products that are intuitive and easy to use. - I design user flows that guide users naturally through websites and applications, ensuring a smooth and satisfying journey. - From detailed wireframes to high-fidelity prototypes, I help bring concepts to life and refine ideas early — with over 10000 wireframes and 150 prototypes successfully delivered. - My UI designs are modern, clean, and accessible, ensuring seamless and enjoyable interactions across all devices. I specialize in creating exceptional, user-focused designs that convert visitors into clients, leads, and lifelong customers. As a Top Rated freelancer on Upwork and one of the top 1% of freelancers, I bring over 10 years of expertise as a UI/UX designer Figma, product designer, web designer, and graphic designer, delivering tailored solutions for businesses worldwide. My skills as a SaaS designer, SaaS UX designer, and SaaS UI designer ensure user-friendly, impactful designs for cutting-edge platforms. 🌎 100+ happy clients served globally ⌚ 0-hour response times with deadlines met on time, every time Whether you need a mobile UI designer for user-friendly app interfaces, a landing page designer for high-converting visuals, or a Webflow developer to build optimized Webflow websites with strong Webflow SEO, I’m here to help. ⚡ Areas of Expertise: - SaaS UX/UI Design: User-friendly interfaces and dashboards for SaaS products - Web Design & Development: Webflow design - Mobile App Design & Development: Creating seamless, user-centric apps - Figma & Webflow Expertise: Figma to Webflow conversions and optimized Webflow SEO websites ⚙️ Core Skills: - UI/UX Design and Visual Prototyping - User Research and Testing - Wireframing, Style Guides, and Interactive Mockups - Collaboration with React Developers - Landing Page Design and Optimization - Web Development: Webflow - Usability Testing & Conversion-Focused Design 🌐 Industries I’ve Worked With 🔹 AI, IT, SaaS (Software as a Service), Startups 🔹 FinTech, Finance design, Bank design, Bookkeeping design 🔹 Web3, Cryptocurrency, NFT Projects, DeFi design, Wallet 🔹 Healthcare, MedTech, EHR design, Medical design, Health design 🔹 B2B Platforms & Marketplaces 🔹 Real Estate, PropTech, Rental design, Property design 🔹 E-commerce, Beauty Products 🔹 Sports, Travel, & Hospitality 🔹 Marketing & Consulting Firms 🔹 EdTech, E-learning, LMS design, Learning Management System design, Education design With a proven track record in 100+ UX/UI, web design, and Webflow projects, I combine creativity with functionality. Whether you need a UI designer to enhance your platform, a website designer to build your online presence, or a mobile UI designer for engaging apps, I bring solutions that drive results. Let’s create something exceptional! Invite me to your job on Upwork, and let’s get started. 🚀