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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

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.

Portfolio at chrissamms.co.uk I have over 15 years experience working for major organisations. Balancing the needs of users needs with business objectives identify areas of opportunity and improvement. I can assist with goal setting, stakeholder discovery, user research, wireframe development, usability testing, persona creation, and user flows across desktop, and mobile applications. Flexible and friendly I’m also a friendly, further skills I can bring are user experience research, user-centered design and ecommerce including expert usability reviews, information architecture, user interface wireframing, usability testing and conversion rate optimisation. Specialties: UI/UX Design Mobile User Research Usability Testing Usability / UX reviews / audits Conversion rate optimization (CRO) Heuristic evaluation Wireframes Design of complex online forms and questionnaires Financial trading applications User experience (UX) Interaction design (IxD) Human-computer interaction (HCI) User-centered design / user-centric design (UCD) User behavior analytics Tools: Axure, Google Analytics, Hotjar, Sketch, Omnigraffle

I help product and startup teams understand how real users experience their apps and websites. I achieve this through usability testing, user interviews, and structured feedback that actually gets acted on. I've run usability sessions and structured feedback tests for early-stage products, including a mobile reading app and an AI startup's QA process, consistently earning 5-star ratings for clarity, reliability, and depth of insight (not just "yes/no" answers — clients specifically call out my written feedback as useful). What I bring: - Structured usability testing (task-based, think-aloud, first-click) - Written and video feedback that's specific enough to act on, not vague impressions - Fast, clear communication: I flag issues the same day I find them, not at the end of a report - Background in web design, AI and content quality evaluation, which sharpens my eye for detail and consistency across sessions. I treat every project like it's the start of an ongoing relationship, not a one-off task. If you're running continuous research, iterating on a product, or need a reliable tester for recurring rounds, I'm set up to work that way.

Hi 👋🏼 I’m Barbara, your next UX designer. I design user experiences that solve real problems and scale with purpose. My approach combines systems thinking, strategic research, and hands-on design to create intuitive, high-performing products. With experience across CRO, design systems, and product optimisation, I work closely with cross-functional teams to deliver solutions that are not just usable (and pretty) - but measurable, consistent, and user-centred. I believe the best design is human, creative, and thoughtful with a little kick-🍑 energy to keep things exciting. 😉

I’m a UX/UI Designer with a background in visual arts and hands-on experience designing intuitive, accessible, and user-friendly digital products. I help businesses transform ideas into engaging experiences through research, design, and testing. 💡 What I can do for you: - Design user flows, wireframes, prototypes, and high-fidelity UIs in Figma. - Conduct usability testing, card sorting, surveys, and interviews to uncover real user needs. - Build or extend design systems to ensure scalable and consistent design. - Collaborate with developers and stakeholders in agile environments to deliver solutions end-to-end. 📊 Results I’ve delivered: - Delivered a complete digital product within 10 weeks in an agile sprint cycle, achieving 90% confidence in validated navigation flows. - Redesigned an energy platform’s navigation, reducing task completion time by 32.9%. - Improved design efficiency and consistency by creating reusable components for design systems. 🌍 Why work with me: Clients describe me as collaborative, detail-oriented, and dependable. I bring creativity from my visual arts background and combine it with data-driven UX practices to deliver designs that are both beautiful and functional. 🚀 Let’s work together to create user experiences that are engaging, accessible, and tailored to your business goals. Send me a message and let’s discuss your project!