Taking complex issues and making human centred designs feel effortless
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I’m currently a Senior Product Designer at Waggel, leading strategic design initiatives across key product areas to improve efficiency and drive conversion. I help shape product direction by aligning user experience with business goals and guiding high-quality, user-centred decision-making across teams. Alongside this, I support and mentor designers while fostering stronger collaboration to build team capability and deliver better outcomes.
Doing a deep in-dive into how users from different sources interact with the most important and highest traffic page of the site and re-defining their goals and experience.
Previous working at the Debenhams group (previously known as the boohoo group) across 14 different brand, I primarily focused on producing new concepts and large scale re-designs on sections that where under preforming. I also spent time running CRO testing and setting up the design system and language of different bands.
A redesign of the current CMS template site, to transform it to a bespoke brand site. Matching the boohooMAN brand, focusing on the users experience and conversion rate.
Inventing a bespoke system that facilitates users to be able to purchase multiple products within a set directly from a single product page.
Having been part of the fitness community from a young age, I recognised clear gaps and limitations across existing apps. This led me to design and build my own product, taking it from initial concept through to release.
Currently in development looking to release to the app store in late 2026
My work is rooted in user-centred design, with a focus on creating experiences that feel effortless: things that look good, work well, and connect people with purpose.
I’m a designer with a background in Graphic Communication (University of Reading, 2019), shaped by experience across start-ups, scale-ups, and a large cross-functional, billion-pound company. These environments have taught me how to balance strategic thinking with hands-on craft, from big-picture problems to the details that make products feel intuitive.
