Designing complex platforms that deliver measurable commercial impact.

Senior Product Designer with 15+ years leading enterprise ecommerce, fintech, retail, and regulated system design — improving conversion, self-service adoption, operational efficiency, and platform scalability at scale.

Enterprise product design. Built for scale. Measured by impact.

Complex platforms. Clear outcomes.

I design enterprise products and scalable systems that simplify complexity, unlock performance, and drive measurable impact. Across retail, fintech, and regulated environments, I’ve led end-to-end product initiatives improving conversion, efficiency, accessibility, and platform scalability.

My work blends product strategy, design systems, AI-enabled workflows, and performance optimisation — ensuring every design decision contributes to measurable business value.

Selected enterprise clients

Performance designed for scale

+%

Add-to-basket uplift

PDP architecture redesign across a multi-million session ecommerce platform.

+%

Digital self-service adoption

Redesigned returns & refunds journeys reducing service dependency.

~%

Journey drop-off reduction

Guided product flows simplifying complex decision trees.

30 -%

Component reuse increase

Token-based design system adopted across 12+ squads.

%

Faster design-to-dev cycle

Standardised components and production-ready specifications.

+

Enterprise users supported

Internal platforms optimised across global employee systems.

Enterprise work samples

Groceries online

Discovery and product journeys were constraining trading agility and conversion at scale. I restructured hierarchy and optimised search-to-product flows across a high-traffic platform, delivering +9% add-to-basket, +5% conversion uplift, and improved visibility across priority ranges.

Returns & refund self-service

High-friction refund and tracking journeys were increasing service contact. I redesigned status models and self-serve flows to simplify complex scenarios and improve transparency. This increased digital adoption by +22% and reduced contact centre dependency.

Contract renewal & upgrade

Broadband renewals were complex and overly reliant on assisted channels. I redesigned SME renewal and upgrade journeys across devices, introducing clearer comparison and self-serve management. This increased digital renewal and reduced service contact.

Enterprise experience

HR and compliance workflows were fragmented across a 90,000+ employee ecosystem. I streamlined internal platforms to improve usability and operational clarity. This reduced friction and strengthened enterprise workflow efficiency.

Platform experience redesign

Led the end-to-end redesign of Haleon Health Partner, transforming fragmented legacy journeys into a scalable, intent-driven experience. Introduced qualification-first support, smart routing, and personalised pathways to reduce friction, improve efficiency, and strengthen commercial engagement across global markets.

Transactional ecosystem

Complex order states and agent-assisted purchasing were driving confusion and support volume. I led UX for secure OOBO journeys and designed a modular transactional email framework covering key order scenarios. This improved clarity across edge cases and reduced inbound queries.

Next-gen POS transformation

I redesigned core POS journeys, simplifying multi-payment refunds, reversals, and validation logic. This improved transaction reliability and reduced staff friction at scale.

Contract Renewal & Upgrade

Broadband renewals were complex and overly reliant on assisted channels. I redesigned SME renewal and upgrade journeys across devices, introducing clearer comparison and self-serve management. This increased digital renewal and reduced service contact.

Two-sided marketplace

Pay transparency and time-tracking flows were creating confusion within a two-sided marketplace. I redesigned core worker journeys through user testing and scalable interaction models. This reduced support dependency and improved earnings visibility and trust.

What I specialise in

Enterprise commerce optimisation

Conversion architecture, merchandising systems, PDP redesign, search-to-product journeys.

Secure & regulated systems

MFA, PCI-aligned services, transactional communications, POS systems.

Design systems & governance

Token-based architecture, scalable components, accessibility-first standards.

Operational & internal platforms

Agent tools, workflow optimisation, high-volume service environments.

Ai as strategic leverage

I embed AI across discovery and experimentationto accelerate insight and validated decisions.

EKPI-led product strategy

Hypothesis-driven optimisation, experimentation frameworks, analytics-aligned UX decision making.

Accessibility-first architecture

WCAG / EAA compliance embedded at component and system level — not retrofitted.

Cross-functional leadership

Partnering with Product, Engineering, and Analyticsto deliver scalable, feasible platforms.

End-to-end journey design

Structuring complex user flows across discovery, transaction, and service touchpoints.

Comfortable operating within modern product teams using Figma, Jira, Confluence, analytics platforms, experimentation tools, and AI-assisted research workflows.

Figma · Framer · Principle · Jira · Confluence · Notion · Slack · Microsoft Teams · GitHubs · UserTesting · Lookback · Optimal Workshop · Hotjar · Google Analytics · Mixpanel · DataDog · Braze · AI-assisted research synthesis · Prompt-driven ideation · Rapid prototyping acceleration · Workflow automation.

Complex platforms. Built for scale

I’ve delivered product and platform transformation across 20+ industry verticals including retail, fintech, telecoms, energy, staffing, loyalty, and enterprise services.

I work at the intersection of commercial KPIs, technical constraints, regulatory requirements, and operational realities — ensuring experience strategy directly supports business outcomes.

Comfortable in:

  • Regulated environments
  • High-volume ecommerce ecosystems
  • Multi-brand organisations
  • Enterprise-scale internal platforms

Design is leverage — when built correctly.

Let’s build better platforms

I’m currently available for senior product design engagements, helping teams redesign complex platforms, optimise critical journeys, and deliver measurable business outcomes.

If you’re working on a product, service, or platform transformation and need experienced design leadership, I’d be happy to talk.