Product Design Lead
Doctor Care Anywhere, Nov 2025 – Present
HealthTech
Full-cycle design in a cross-functional squad: Own research, shaping, design, testing, and engineering handoff for booking journeys across web and native iOS/Android, working daily with PMs, engineers, clinical, and operational stakeholders.
Research-based design decisions: Redesigned appointment selection based on insights from session recordings, analytics, and multiple rounds of usability testing. Removed duplicate slots to reduce cognitive load, anonymised clinicians to remove decision paralysis, and gently nudged users to non-GP clinician types to improve clinician mix utilisation. Post-launch, booking conversion rose to 73.3% (H1 benchmark 59%) and time to book fell 42% reaching 1m 22s (H1 benchmark 2m 21s).
Growth outcome: Designed the D2C embedded booking widget on the marketing site, moving users from account-first to intent-first. Post-MVP testing and iteration tripled booking conversion.
Design system and accessibility: Updating the branded Figma design system (shadcn/ui-based) and custom components to WCAG AA, targeting AAA. Patterns scale across DCA’s own products and white-labelled customer apps.
Communication and mentoring: Line-manage and mentor a Junior Designer. Present to the ELT and create materials that help non-design colleagues understand the product.
View my recent work at DCA
Speek, June – Nov 2025
HealthTech
Founding designer
0-1 product design for a sensitive audience: Led design for the UK’s first digital support app for parents of children who self-harm, working directly with the PM, CPO, and CEO on product metrics for acquisition, engagement, and retention.
User research: Ran parent interviews, created three personas that guided product decisions, and worked with them every step of the way to define a product experience which truly creates a positive impact.
Shaping and prioritisation: Introduced an Opportunity Solution Tree and impact/effort workshops so the team could agree which bets to make.
View my work at Speek
Senior Product Designer
Not On The High Street, April 2024 – May 2025
E-commerce
B2C Marketplace
Growth design: Drove significant growth outcomes, increasing the Add to Basket rate by up to 50% and reducing the exit rate by up to 8% for paid marketing traffic on core e-commerce journeys.
Continuous discovery and experimentation: Implemented Continuous Discovery practices and advocated for experimentation-led design, improving the conversion rate of unrated products by 3-4% through strategic content and design updates.
Stakeholder collaboration: Worked closely with PMs, Engineers, and Data teams, collaborating with senior stakeholders across Commerce, Marketing, and SLT teams to ensure design initiatives met broader business objectives.
View my work at NOTHS
Senior Product Designer
Zero Gravity, May 2022 – April 2024
EdTech
Founding designer
Platform transformation: Owned the end-to-end UX/UI process for a rapidly scaling EdTech platform, transforming the MVP into a feature-rich product, built from scratch, such as:
A jobs board which helped the company double its revenue from corporate partnerships
A learning experience with masterclasses, goals and tasks with progress tracking used by 62% of students and receiving a 9/10 feedback score
A new onboarding experience to personalise every user’s journey
A notifications system and a redesigned messaging centre
Roadmap influence: Collaborated with the Product Owner and SLT to create and influence the quarterly strategic roadmap.
Design System Leadership: Built and maintained a scalable Figma Design System from scratch, significantly streamlining design-to-dev handoff and increasing team efficiency.
Spearheaded a mobile-first approach in a platform rework project, completing it within a one-month deadline while reshaping Information Architecture (view full case study).
View my work at Zero Gravity
UX/UI Designer
Stotles, December 2020 – May 2022
B2B SaaS
Founding designer
Activation and efficiency: Designed a post-beta launch onboarding flow that boosted product activation and measurably reduced the workload on the Customer Support team.
Self-serve strategy: Improved account management UX to successfully promote customer self-service, which was critical for increasing long-term customer retention across B2B accounts.
Cross-functional alignment: Collaborated closely with the CPO and Engineering leads to ensure design solutions were scoped to meet core user needs while achieving key business objectives.