I'm a User Experience Designer & Researcher.

I was Head of User Research at a London web agency for 8 years, a Conversion Rate Optimisation Consultant with CRE for 2 and a co-founder of two of the UK's biggest lead gen start-ups.

Most people make the mistake of thinking design is what it looks like.
That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.
— Steve Jobs

I've been passionate about great design, great user experiences and usability testing for over 20 years.

I enjoy creative challenges at every scale from tackling huge, complex information architecture down to tweaking a curve in a logo to perfection.

It was after studying engineering and working as a programmer that I discovered design. But I blame Jakob Nielsen for first infecting me with the usability mindset. Over my career, I've moved from traditional web designer to user researcher to conversion rate optimiser to UX-led growth optimiser. 

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When not designing, I dance, teach and choreograph Lindy Hop around Europe and DJ vintage swinging music for dancers.

I'd be delighted to help make your website perform better. Just drop me a line.