Resume

UX/UI DESIGNER | SELF-EMPLOYED

• Led UX design for multiple D2C websites, focusing on user research, prototyping, and UI delivery for brands across e-commerce, health, and service sectors.
• Conducted stakeholder workshops and user interviews to uncover pain points, leading to conversion-focused design changes - resulting in conversion rate improvements of up to 22% for key landing pages.
• Redesigned mobile checkout journeys for a fashion e-commerce client, reducing friction and boosting mobile transactions by 31% over 6 weeks.
• Built and maintained scalable Figma design libraries, increasing design/development efficiency and reducing handover errors.
• Used GA4 and Hotjar to evaluate post-launch UX performance; delivered insight-led refinements that reduced bounce rates by 15% and improved task completion rates by 26%.
• Delivered responsive, WCAG-compliant designs in agile environments, working closely with developers to ensure pixel-perfect implementation.

UX/UI Designer @ Sytner Group

• Developed a comprehensive multi-brand design system for Sytner and CarShops websites, increasing design efficiency and consistency across platforms.
• Led the redesign of key vehicle detail and finance pages, resulting in a 21% increase in click-through rates and a 15% uplift in lead conversions within 6 weeks of launch.
• Improved user journey flows using FullStory and Google Analytics insights, which contributed to a 12% reduction in bounce rates on the CarShops site.
• Collaborated with product owners and developers in agile sprints to test and refine components based on A/B testing and real-time user feedback.
• Collaborated across teams using Figma to build the design system, and utilised CMS tools like StoryBlok and analytics tools such as FullStory and Google Analytics to drive research backed decisions.
• Worked closely with dealership sales teams to increase traffic toward sales departments and drive conversions.
• Engaged stakeholders - including senior leadership and sales teams - to ensure design outcomes met business goals and supported revenue growth.Page 2
• Regularly improved website pages and components by leveraging user feedback, analytics insights and research to optimise performance and improve usability and user experience.

Digital Designer @ Cite

• Designed complete websites, including user journeys, wireframes, and prototypes to ensure seamless UX/UI, on projects for notable brands like NHS, Santander, Sekonda Watches, Continental Tyres, Knauf, Sika, Link (UK’s cash machine network), Saint Gobain and more.
• Designed and optimised full e-commerce experiences for brands such as Sekonda Watches and Connect, resulting in a 28% increase in add-to-cart actions and a 19% uplift in checkout completions over a 3-month period.
• Led UX research and usability testing for NHS and Santander microsites, turning user insights into clear, actionable design improvements that enhanced accessibility and usability.
• Reduced drop-off rates by 17% on a client landing page by streamlining content hierarchy and simplifying call-to-action placements.
• Built modular design systems in Figma, improving cross-team handoff and enabling faster iteration cycles across multiple web products.
• Delivered data-driven UX recommendations directly to clients, often supported by user journey mapping, heatmaps, and clickstream analysis tools like Hotjar and GA.

Web Designer @ SeventyNine PR

• Led end-to-end UX discovery and design for clients across retail, hospitality, and lifestyle sectors-translating business goals into data-driven, user-friendly websites.
• Conducted competitor analysis, stakeholder interviews, and user testing to identify key usability issues and inform wireframes, prototypes, and high-fidelity designs using figma.
• Collaborated directly with developers to deliver responsive, accessible, and performance-optimised front-end interfaces, using iterative feedback to refine UI decisions.
• Designed conversion-focused websites, aligning digital experiences with business goals.

Wyggeston and Queen Elizabeth I College

Three design orientated A Levels

Madani Schools Federation

9 GCSE’s including maths and English Language.