UX Design · Product · CRO
Just someone who loves designing and solving problems.
300+ experiments, built on real data.
I take messy problems, find what's really going on, and design the fix. Bring me the tricky ones; I'll find a way through.
No AI slop: every test starts from real data and your audience. AI just helps me get you answers faster.
Welcome to my portfolio. I am a passionate designer.
Show the work. Prove the impact. Tell the truth about what didn't work.
Selected work
Case studies
Experiments & what they taught us
Making the Xero homepage earn its traffic
2 shipped wins, 10 flat results, 4 losses, and the lessons that shaped the rollout.
Read the story →Win · Single testReordering a partner landing page by engagement
Moving the highest-performing modules to the top lifted monthly recurring revenue, 99% chance to beat the control.
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ReadySetCare
Redesigning landing pages for family caregivers, then testing every change.
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SteadyDrive
Landing page and email design that explains behaviour-based car insurance in seconds.
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MeetFellow
A portal for clinics to track their patients' at-home test kits and results.
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Zendrop
A pricing redesign that makes the plans easier to compare and the price the clear focus.
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Publishing.com Audit
A worked example of how I audit a site, find where it loses visitors, and decide what to test first.
Read the case study →Smaller client projects
RubyWell
Homepage redesign
Client landing pages
Conversion-focused landing pages for several brands
Paycom Mobile
Employee self-service app
Paycom Desktop
Supervisor and employee dashboards
How I work
Tailored, evidence-led, honest.
Real data first, AI to go faster
Every test starts from real data: heatmaps, session recordings and research. AI helps me move quicker and get you answers sooner, but the thinking stays human and the ideas stay yours.
Tailored to the audience
Each project is shaped around that client's customers, constraints and goals.
Wins and losses both count
A flat or losing test is still a finding. I report what happened and what we did next.