Work history
Boadicea the Victorious
Lead UX design
November 2025 – December 2025
Boadicea the Victorious is a global luxury perfume brand made within the UK. They wants to improve online conversion and appeal to a global audience with a mobile-first approach.
My responsibilities in the Discovery phase included; analysing Shopify data, researching competitors in the luxury perfume market, as well as providing an extensive user experience review of the current purchase flows. With many valuable insights and a new set of UX principles aligned with the brand, I redesigned the homepage, homepage, collections page, product detail page and checkout journey, keeping in mind the Shopify Plus platform capabilities. I created a sitemap with an improved navigation structure and improved the UX for site wide Search.
Website: Boadicea the Victorious
Keywords: UX research, competitor analysis, heuristic evaluation, analytics, UX design, wireframing.
Environmental Investigation Agency UK
Lead UX design
May 2024 – February 2025
EIA UK prevents and combats wildlife and environmental crime worldwide. The organisation was in the process of website redesign with web design agency FatBeeHive. When I joined I took on the role of lead UX/UI designer. I improved the designs (within set brand guidelines) and expanded the Design System. I also designed new UI components, for example a Report download component – since investigative reports are the most important deliverable at EIA. Lastly, I created mobile UX/UI designs for the main screens.
One of the challenges at EIA UK was the independence of the teams (Climate, Forests, Ocean, Wildlife) and a need for a shared vision. In addition the majority of communication was aimed at policymakers, making for challenging reading – both on the website and social media – for other audiences. To address this challenge I introduced ‘Who is our audience’ sessions, in which I presented insights based on market research of nonprofit trends, current website statistics and conversations with EIA UK stakeholders. With representatives of each team we created empathy maps for; the policymaker, the journalist, the environmentalist, and the high value donor.
I collaborated with the fundraising team to start making updates alongside the website redesign and within brand guidelines. For example, I opted to create a red donation button, backed by user experience research. We also positioned it visibly on mobile, and no longer hidden in the hamburger menu.
Tools used: Figma (UX/UI design), Canva (presentations and social media designs), Hotjar (heatmaps and user insights), fivesecondtest (user research), Typeform (feedback surveys), Loomly (social media scheduling), Mailchimp (newsletters)
Website: eia-international.org
Keywords: NGO, UX/UI design, design system, social media strategy, copywriting
The New Earth School
Co-director and lead UX designer
October 2021 – April 2024
I was co-director of The New Earth School, an educational membership and community platform. Our vision was to offer education, skills and inspiration in the dimensions of self, relationship and environment. My responsibilities included lead UX design in collaboration with design agency I am Curious who developed our responsive platform. Collaborating with the co-director who designed the branding, we created the UX/UI designs for both the public website as well as the membership website. The platform was created by a 3rd party with WordPress, LearnDash LMS, WooCommerce and several other integrations. Tools used: Figma (UX/UI design), WordPress (CMS), Learndash (LMS), Buddypress (online community) Canva (presentations and social media designs), Mailchimp (newsletters)
Website: thenewearthschool.org/about-us
Keywords: education, Learning Management System (LMS), user experience design, Figma
T.Rowe Price (with ELSE London)
Senior User Experience Designer
November 2021 – May 2022
I joined the team working on the full redesign of the B2C T.Rowe Price website, making use of the established Design System. My responsibility was improving the journey between the different client websites and countries, considering access rights of different investor personas. Activities included; competitor research, applying financial regulations, user journeys and wireframes. Tools used: Figma (UX/UI design).
Website: troweprice.com
Keywords: finance, B2C, user experience design, competitor research
Freelance Shoes
UX/UI design
December 2021
I worked for 1 month on the UX/UI design for high end fashion brand Freelance Shoes. My role was supporting the lead designer (Pickle Associates) in the deliverable of UX/UI designs of core pages of the responsive website. The design work was done with Figma.
Keywords: UX design, UI design
Cuba Travel Network
Lead User Experience Designer
April 2019 – March 2020
Cuba Travel Network offers a full spectrum of travel services, from custom-designed roundtrips to hotels, cars, and excursions. I was responsible for a full UX redesign of the responsive website, UI redesign, campaign pages and a custom car rental website.
My challenge was to translate the new digital strategy and visual language into the online user experience, emphasising unique and authentic Cuban travel experiences. The most important aim was to optimise the tailor-made tour booking process to increase conversion. In parallel, I flagged and resolved urgent user experience issues, and created several campaign landing pages.
I created the user experience redesign and visual design of the entire CTN website. This included the homepage, tour pages and the individual products; booking a flight, car, hotel or excursion. The products included search results, landing pages and detail pages. I also produced several landing pages and whitelabel hotel and car booking websites, The benefit of being responsible for both wireframes and visual design was that I could move forward quickly.
Tools used: Sketch, Zeplin, Hotjar and JIRA.
Keywords: user research, market research, workshops, wireframes, UI design
Skinvision
Senior User Experience Designer
June 2018 – July 2018
User experience redesign of an AI-assisted e-health app.
Website: skinvision.com
FKTRY Creative Capital Studio
Senior User Experience Researcher
2018
Competitor research for a next-generation and mobile-first donation app.
Macmillan Education
Senior User Experience Designer
6 months (March 2016 – September 2016)
User Experience Design for a Learning Management System – English as a Second Language.
I was part of the digital design department of Macmillan Science and Education and Macmillan Publishers. We customised the learning platforms of BlinkLearning for Macmillan customers, and created blended learning products for English as a second language; MacMillan Education Everywhere (MEE), Doodle Town and an online Placement test. Deliverables included detailed wireframes for the student book, workbook, teachers book, activity player and scores and grades pages. Third-party user testing was done by WAE London and informed our UX design.
Keywords: wireframing, learning management systems, learning design, blended learning
HERE.com
Senior User Experience Designer
2018
In 2018 I worked with digital experience design agency AKQA in Amsterdam on a project for digital mapping company HERE.com. Our work was focused on a custom design of the newly introduced GDPR screens, increased opt in, and optimisation of the mapping solutions landing page.
Website: HERE.com
Emirates Airline
Senior User Experience Designer
2014
UX strategy and design across the Emirates Airline iPhone and iPad apps (with Tigerspike)
Website: Emirates Airline mobile app
Ustwo global design studio NYC
Design Thinker
January 2014
Idea and production of the Design Jam for the Circular Economy hosted at the ustwo studio in New York. We welcomed over 25 young creatives – from Parsons, the School of Visual Arts and Columbia University to name a few – into the studio to spend a full day engaging with real world use cases, jamming, learning, collaborating and creating design solutions for a better world.
Amex
Senior User Experience Designer
January 2014
Service design and journey mapping for an Amex customer rewards program.
Barnes & Noble
Senior User Experience Designer
November 2013
Creative workshop and User experience design for the Barnes & Noble e-reader startup Nook (with ustwo New York).
Mental Health First Aid England
Senior User Experience Designer
2013
UX Design for HSBC customer accounts (with Brilliant Basics).
Website: mhfaengland.org
Barclays Bank
Lead UX designer
2012
Lead UX design of the iOS and Android Pingit app for peer-to-peer payments (with ustwo global design studio).