A highly creative, motivated, and experienced Product Design Lead.
I enjoy pushing the boundaries of creativity & innovation and crafting exceptional digital experiences that inspire and delight.
With over 14 years of design experience working with some of the world's biggest brands and some amazing teams along the way.
With a proven track record, I enjoy leading teams and tackling complex user and business needs balancing digital innovation and increasing core conversion metrics along the way.
Experience
Gymshark 4+ years
Product Design Lead (Aug 2022 - Present)
As a Product Design Lead at Gymshark, my primary responsibility is to lead the design process for the Shopping journeys, working on themes and tackling core user problems. This involves working directly with my team and with other cross-functional teams including product management, engineering, and marketing ensuring quality and consistency between other teams in everything we do.
As a Product Design Lead at Gymshark, my primary responsibility is to lead the design process for the Shopping journeys, working on themes and tackling core user problems. This involves working directly with my team and with other cross-functional teams including product management, engineering, and marketing ensuring quality and consistency between other teams in everything we do.
In my role, I am responsible for overseeing the Shop design team and the Content Management design team giving them the resources and support they need to deliver high-quality exciting experiences. I also make sure the team works with the Insight team to conduct user research, create wireframes and prototypes, and test and iterate on designs to guarantee they meet the needs of our customers.
In addition to leading the design process, I am also responsible for checking that all designs align to the Shop team KPIs, product sprint cycle, and timelines, as well as communicating our overall design vision and direction to stakeholders across the organisation.
I like to also stay up-to-date on industry trends and best practices, and continuously seek out opportunities to improve our design process and outcomes striving for innovation and creating exciting new experiences to help Unite our Conditioning Community.
Senior Designer (Aug 2019 - Aug 2022)
As a senior product designer at Gymshark, I was responsible for the design of a range of digital experiences in this role, including the core e-commerce website, Campaign pages, and internal custom CMS software. I worked closely with the product management team to understand the business objectives and user needs for each project, and then used my expertise in user-centered design and working with the insight teams to create intuitive and engaging user experiences.
One of my main focuses at Gymshark as a Senior Designer was the constant optimisation of core shopping user journeys and experiences. I often took the lead along with other designers and progressed through the design thinking process. I got involved in every aspect from helping with workshops and setting the scene to prototyping and testing various design concepts. We worked closely with the development team to ensure that the final product met the needs of both the business and the users. We saw huge success redesigning key journeys and features always resulting in a significant increase in online sales and customer satisfaction all whilst keeping the brand at the core of everything we output.
In addition to my design responsibilities, I also served as a mentor to other designers on the team and contributed to the development of our design process and best practices. Overall, my experience at Gymshark as a Senior Designer has allowed me to grow as a designer and a leader.
Virgin Media 4+ years
Design Lead (2017 - 2019)
I led and managed the Existing Customer Creative team at Virgin Media overseeing UX, UI, and Copywriters.
I led and managed the Existing Customer Creative team at Virgin Media overseeing UX, UI, and Copywriters.
My responsibilities involved creating and maintaining Design guidelines and Pattern libraries and managing and mentoring over 12+ members of the product design team. I also hired multiple UX designers and copywriters during my time as lead. A large part of this role was also to work with other disciplines around the business about UX best practices, design thinking and true User Centred Design methodologies, Accessibility, and the latest design industry tools/software & trends.
Another key part of the role was ensuring all designs the team created aligned with our overall brand/team vision & principles and they remained consistent across all products and experiences.
Senior UX/UI Designer (2016 - 2017)
As part of my role expanding at Virgin Media, I got to work in the New customer team, I was focusing on conversion rate optimisation and my role was to find customer pain points with the existing journeys and design new solutions to improve the overall UX and hit business targets.
As part of my role expanding at Virgin Media, I got to work in the New customer team, I was focusing on conversion rate optimisation and my role was to find customer pain points with the existing journeys and design new solutions to improve the overall UX and hit business targets.
I worked closely with the Analytics, Research, and A/B testing teams to engage with users, gain a greater understanding of their needs, and iterate designs in order to drive engagement and overall conversion. Another large part of this role was to work with the Development team to explain new components and CMS requirements and as part of this task, I created over 25 new CMS components and redesigned over 35 different pages across our core user journeys all delivering significant business value measured using A/B test methodologies.
Digital Designer - Trading Team (2015 - 2016)
In my first year at Virgin Media, I worked in the digital studio Trading team helping to deliver multiple briefs and deliver exciting new marketing and brand propositions across the website.
In my first year at Virgin Media, I worked in the digital studio Trading team helping to deliver multiple briefs and deliver exciting new marketing and brand propositions across the website.
Working closely with the Head of the Studio and other designers I helped to deliver campaign landing pages, price and product updates, and new TV content imagery all at a fast pace and to a very high standard. I also created various templates and processes to help speed up design processes and helped communicate our digital-first requirements to external marketing agencies.
Reflection Marketing Design Agency 5+ years
Graphic Designer (2010 - 2015)
I worked for Reflection Marketing for over 5 years, starting at the agency in 2010 as a Junior Designer I was privileged to have been mentored by a Creative Director with over 20 years of experience in the industry. Working my way up to Mid-Weight Designer I worked to tight deadlines and set budgets it was often my job to work within these restraints to come up with the best possible design solutions for each client.
I worked for Reflection Marketing for over 5 years, starting at the agency in 2010 as a Junior Designer I was privileged to have been mentored by a Creative Director with over 20 years of experience in the industry. Working my way up to Mid-Weight Designer I worked to tight deadlines and set budgets it was often my job to work within these restraints to come up with the best possible design solutions for each client.
Having to adapt and react extremely quickly was often challenging but also very rewarding to see the reaction when new projects were launched to very large audiences across multiple channels. I worked on multiple projects from Branding, Web Design, Print Design, and POS designs for clients such as – Volkswagen, ŠKODA, Citroën, Hyundai, Oxford University, Bunge, Climate Change Capital, Project Resource, NHS, YMCA, and Staples to name just a few.
During my time at the agency, I was also involved in many client pitches and meetings and communicated key design elements and journeys.
Qualifications & Certificates
Being a UX Leader
Nielsen Norman Group
Nielsen Norman Group
Diploma in the Art & Science of Neuro Linguistic Programming
INLPTA - International NLP Trainers Association
INLPTA - International NLP Trainers Association
Unconscious Bias Training
Gymshark
Gymshark
Skills
Problem-solving
Identifying and solving complex design problems, and being able to clearly articulate the thought process and reasoning behind design decisions.
Identifying and solving complex design problems, and being able to clearly articulate the thought process and reasoning behind design decisions.
Interaction design
Creating intuitive, user-friendly interfaces and interactions that are easy to use and navigate.
Creating intuitive, user-friendly interfaces and interactions that are easy to use and navigate.
Visual design
Creating cohesive and visually appealing designs that meet brand guidelines and user expectations.
Creating cohesive and visually appealing designs that meet brand guidelines and user expectations.
Prototyping
Using tools like InVision, Figma, or Adobe XD to create high-fidelity prototypes that accurately represent the final product.
Using tools like InVision, Figma, or Adobe XD to create high-fidelity prototypes that accurately represent the final product.
Collaboration
Working closely with cross-functional teams, including developers, project managers, and business stakeholders, to ensure that the product meets the needs of all stakeholders.
Working closely with cross-functional teams, including developers, project managers, and business stakeholders, to ensure that the product meets the needs of all stakeholders.
User research
Conducting user interviews, surveys, usability testing, and other research methods to understand user needs and behaviors.
Conducting user interviews, surveys, usability testing, and other research methods to understand user needs and behaviors.
Communication
Effectively communicating design concepts and ideas to both technical and non-technical audiences through various mediums such as presentations, wireframes, and prototypes.
Effectively communicating design concepts and ideas to both technical and non-technical audiences through various mediums such as presentations, wireframes, and prototypes.
User experience (UX) design
Creating user flows, wireframes, and prototypes to define the user experience and ensure that the product is intuitive and user-friendly. Creating visually appealing and functional user interfaces that meet user and business needs.
Creating user flows, wireframes, and prototypes to define the user experience and ensure that the product is intuitive and user-friendly. Creating visually appealing and functional user interfaces that meet user and business needs.
Information architecture (IA)
Organizing and structuring content and information in a logical and intuitive way, to improve user experience and navigation.
Organizing and structuring content and information in a logical and intuitive way, to improve user experience and navigation.
Accessibility
Ensuring that the product is accessible and meets the needs of users with disabilities and adheres to AA/AAA WCAG standards.
Ensuring that the product is accessible and meets the needs of users with disabilities and adheres to AA/AAA WCAG standards.
Responsive design
Creating designs that are responsive and adapt to different screen sizes and devices.
Creating designs that are responsive and adapt to different screen sizes and devices.
Agile sprint process (SCRUM)
Working within an agile development process, including participating in sprint planning and daily stand-ups.
Working within an agile development process, including participating in sprint planning and daily stand-ups.
Product roadmap development
Collaborating with stakeholders to create and prioritize a product roadmap that aligns with business goals.
Collaborating with stakeholders to create and prioritize a product roadmap that aligns with business goals.
Team management
Leading and managing a team of designers, providing guidance, feedback, and support as needed.
Leading and managing a team of designers, providing guidance, feedback, and support as needed.
Mentorship
Providing guidance and mentorship to junior designers and helping them develop their skills and careers.
Providing guidance and mentorship to junior designers and helping them develop their skills and careers.
Stakeholder management
Communicating with and managing the expectations of stakeholders, including business owners, executives, and customers.
Communicating with and managing the expectations of stakeholders, including business owners, executives, and customers.
Industry knowledge
Staying up to date with industry trends and best practices, and being able to apply this knowledge to product design decisions.
Staying up to date with industry trends and best practices, and being able to apply this knowledge to product design decisions.