End-to-end.
Evidence-led.
Shipped.
I design products that reduce friction and drive measurable outcomes. From zero-to-one builds to hypothesis-led experimentation at scale. Formerly PrettyLittleThing, 7 years.
Four projects.
One consistent approach.
2022 to 2026
PLT Marketplace: reducing listing friction at scale
Users were dropping off at listing due to effort. I designed a flow that reused existing purchase data to remove friction and make selling feel as easy as buying.
Betfred Casino: designing for intent, not volume
A concept redesign focused on restructuring a grid-heavy experience into clear, intent-driven journeys.
Product Lab: learning product thinking through decisions
Scenario-based learning product teaching product thinking through real decisions.
PDP Optimisation: preserving context at high-intent moments
Introduced in-context interactions that preserved flow and improved conversion across tests.
Identify Friction
Pinpoint where users struggle, hesitate, or drop within a journey. Not only at obvious entry and exit points.
Validate Direction
Use concepts, flows, and early testing to understand what improves the experience before committing to a build.
Refine Interaction
Design solutions that feel intuitive and lightweight, grounded in real user context rather than edge cases.
Apply the Learning
Carry insight from one test into the next. Small interaction changes accumulate into system-level impact over time.
I design systems,
not just screens
I am a senior product designer with 7 years shipping across e-commerce, mobile, and internal tools. My focus is on reducing friction, preserving context, and turning small interaction changes into meaningful product impact.
At PrettyLittleThing I owned design independently across core journeys, built and evolved the design system, and progressed from UX Designer to Design and Experimentation Manager.