Freelance UX/Product Designer || Five ★ Rated || From Discovery to Delivery

Primary Skills// Understanding the problem

When projects fail, it’s often because not enough time has been spent understanding the problem (discovery)

Successful discovery finishes with a shared understanding of user needs and business goals.

Research

User research is the foundation of user centred design.

I’ll always lean on existing insights, where they exist.

Where there are gaps, I use qual and quant methods to survey users andbetter understand their needs, behaviours, and pain points.

Additional research (ie competitor analysis, market research etc) may also be needed.

Whatever the research,my goal is always to be clear about the rationale behind it, and to deliver a concise and actionable summary report.

Workshopping

Designing and facilitating an engaging workshop can be a challenge,but it’s one which I relish.

The toolbox of trusted tricks and techniques is well stacked, and I’vesharpened remote AND in person facilitation. But that’s only half the job.

The real value is in ensuring the workshop has purpose: What will we learn?

And how does that knowledge help us solve those user and client problems?

Stakeholder management

Identifying stakeholders early means you’re building on solid foundations

Most obviously this means client and, of course, users.

I compliment that with Developers, SEO & Social teams – these all bring unique perspectives and insights.

I carefully manage stakeholders through regular communication, workshops, and strategic sign-off points.

This streamlines the design process, and means we architect a solution which satisfies both business AND user needs.

Measure conversion

UX design work generally defines solutions to client or user problems.

Benchmarking that problem with existing metrics gives a baseline we can improve on.

I analyse existing data sources (often Google analytics) to get that benchmark before agreeing quantifiable, measurable conversion points.

Sometimes, solutions may need to be measured in more creative ways for "softer" metric (ie store visits, or awareness).

But by pairing quantifiable success criteria with well-defined benchmarks, we can make data driven decisions and categorically prove our strategy has delivered.

User Journey mapping

Surveying users and understanding the current digital landscape helps identify opportunities for improvement.

User journey maps help capture these - they are engineered to visualise user touchpoints and interactions with the product or service.

Journey maps are referenced throughout the project by the build team - they are also a useful way to frame complicated journeys to a variety of stakeholders.

In addition to User Journey Maps I’m skilled at creating User Flows and Service Blueprints.

CRO/UX audits

Conversion Rate Optimization (CRO) is the science of turning website visitors into paying customers.

I analyse user behaviour and identifies roadblocks that prevent them from taking desired actions (ie converting).

I then create a report, including several testable hypotheses, which can be prove or disproved iteratively through A/B testing, Multi-Variate Testing or Split-Testing

Primary Skills// Designing the right solution

A successful discovery is only half the story.

Knowing how to take discovery insights, and build something which moves the needle for the business is essential.

Wireframing

My UX wireframes are the blueprint for the product.

They outline page structure, repeatable design patterns, interaction design and functionality.

I create collaborative co-design sessions with stakeholders to involve them in the process. It also helps get their buy-in.

Rapid wireframing means better (and earlier) conversations about features and implementation.

My wireframes are always mobile-first, but they’ll scale responsively across larger screen sizes and breakpoints.

Prototyping

Once wireframes are complete, I create prototypes to mimic site flow, functionality and simulate interactivity.

These prototypes are a key asset for user testing, and for validating that business needs have been met.

I build UX Prototypes in either Figma, or Axure depending on the fidelity required

Even at this early stage I ensure prototypes are engineered with repeatable design patterns for efficient design operations and rapid development

User testing

User feedback is a key element of User Centred Design.

I run the usability testing process from start to finish.

Typically this is remote-moderated, but I'm also skilled at A/B and multivariate testing, tree-testing etc.

I profile target users and write test scripts, then moderate user testing sessions.

Finally I distill the insights down into actionable usability reports.

Most commonly I test prototypes, but where possible I test little and often throughout the process, with designs, IA or even live products.

Strategy & UX Strategy

Crafting a solid UX strategy is essential for both entire organisations and for stand-alone projects – I have experience of both.

Digital teams often have the right skills, but struggle to use them in the right amounts, and in the right order.

I often need to underpin the UX strategy with broader Design Thinking and general Digital Strategy where the project merits it (most do).

By thinking more holistically about about the entire user journey and considering things like Service Design, Customer Experience (CX) and Acquisition, we can create a more user centric solution.

Information architecture

Organising information in a logical and intuitive manner, gives a strong framework for a great UX.

I build information architecture documents as either visual site maps or a spreadsheet.

Where possible I card sort and/or tree-test to get user input into the proposed architecture.

I also collaborate with SEO teams to ensure the final IA is not only user centred, but it also performs well in search.

A good IA will reduced cognitive load, resulting in increased user satisfaction, improved engagement, and ultimately enhance business outcomes.

UI (User Interface) design

A strong interface design is critical for good UX.

Aligning to brand guidelines is key. But they often lack detail around UI, Interaction design (IxD), and technical details.

I supplement brand guidelines with the fundamentals of good user interface design

Typically, button hierarchy, form elements, defined breakpoints, typescale, and most importantly, responsive digital design patterns.

Like any good user interface designer, I’m obsessive about atomic design: A modular approach streamlines development and reduces cognitive load on users.

Accessibility

Design for accessibility isn't an extra feature–it's the cornerstone of inclusive design.

By engineering websites which are usable for all, we unlock wider audiences, create better experiences, and ensure stronger reputations for our clients.

I design solutions where the IA and navigations are intuitive and unambiguous, form labelling is clear, and page hierarchy is structured for screen readers.

Likewise, text-sizing and contrast are carefully considered to comply to (at least) AA standards.

Design systems

Design systems establish a single source of truth for digital products.

More comprehensive design systems include standards around Tone of Voice, Content, Brand, Accessibility, Devices etc. and are digital products in their own right.

I build Design Systems at the right level of complexity for the client and the use case.

The goal is always to ensure development efficiency, design consistency, and a cohesive brand experience.

Product Designer

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Some projects I've worked on

CCOMS product ordering application for nationwide clinics

An AI-powered drug discovery platform

Discovery and Redesign for a global health tech app

Deep and wide expertise

Primary Skills// Understanding the problem

Primary Skills// Designing the right solution

Bonus Skills

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Some of my amazing clients

Clients// Healthcare

Clients// Consumer

Nice things people have said

Organised and flexible and delivered in tight timelines.

He's driven the future strategy of our internal applications

Someone we rely on for his UX expertise and ability to lead complex problem solving

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