About

I specialise in designing online shopping experiences that blend user needs with business strategy.

In the ever-evolving landscape of e-commerce, exceptional design is a vital competitive edge for online stores, where user experience (UX), user interface (UI), and other elements of product design take precedence. To achieve this, I rely on up-to-date research, industry best practices, and your business goals to craft digital storefronts that captivate and convert.

I embrace minimalism, using clean and elegant design elements to enhance readability, clarity, and visual hierarchy. You'll be amazed by what a carefully considered colour palette, typography, and imagery can do to create an engaging brand experience, ensuring your business stands out.

By implementing responsive design principles, I ensure a cohesive experience across various devices and screen sizes. Whether your customers are shopping on a desktop, tablet, or smartphone, your e-commerce website will provide an optimised experience that keeps them engaged and ultimately leads to higher conversion rates.

Drawing on my expertise in user experience (UX) and e-commerce design, I offer e-commerce UX audits. These audits equip businesses with the necessary tools to enhance their websites and provide exceptional customer experiences which lead to improved conversion rates.

When you engage my services for an e-commerce UX audit, you can expect a meticulous evaluation of your website's every facet. I immerse myself in the mindset of your potential customers and assess their entire journey, starting from the moment they land on your site until they successfully complete a purchase.

Throughout the audit process, I combine my e-commerce design expertise with over 500 UX parameters for e-commerce uncovered and constantly updated by the UX researchers at the Baymard Institute. This allows me to provide you with a comprehensive analysis of your site's UX performance, comparing it to industry leaders and aligning it with user expectations. I thoroughly scrutinise the layout, organisation, visual appeal, and ease of navigation of your website, paying close attention to its responsiveness and ensuring seamless functionality across various devices and screen sizes.

While I typically cover several key areas during an e-commerce UX audit, the scope is tailored to your specific business needs and current status. These areas often include:

1. Homepage and category navigation
2. On-site search experience
3. Product list and filtering
4. Product details pages
5. Add to cart and checkout process
6. Customer account features
7. Order tracking and returns process

Ultimately, my e-commerce UX audits provide you with comprehensive insights into the strengths and weaknesses of your website. I present practical solutions and suggestions for improvement, ranging from minor design adjustments to more substantial changes in your site's structure or functionality. My ultimate objective is to equip you with the knowledge and tools necessary to optimise your e-commerce platform, enhance customer satisfaction, and boost conversion rates.

Product design is the current term that best sums up the work that I do but nothing speaks to my heart more than this article with respect to the service I provide and the confusion surrounding the role for designers and employers alike.

So, what does a product designer do?

Product designers take a holistic approach, considering the entire product experience from end to end. They integrate various elements, such as user experience (UX or UXD), user interface (UI), interaction design (IxD), and user research, to develop a comprehensive and well-rounded design solution. Collaborating with cross-functional teams and stakeholders, product designers ensure that the design aligns with business goals, user needs, and technical feasibility.

In addition to these key areas, I also engage with other aspects of design, like information architecture (IA), front-end development, and content strategy. Furthermore, it's not uncommon for me to conduct design reviews and user acceptance testing of online stores, websites, or applications prior to deployment. This ensures that the final product's design and behaviour have been developed as intended.

Webflow is undoubtedly one of my favourite platforms to create anything from simple websites to robust e-commerce platforms that look amazing and provide a great user experience.

From designing responsive layouts to integrating customised features and animations, I'll tailor your Webflow site to align perfectly with your unique business requirements, brand identity, and vision. The user-friendly content management system (CMS) offered by Webflow makes managing your content a breeze, and I'll personalise it to suit your business.

Combining creativity with usability, I design modern, responsive websites aligned to your brand, target audience and business goals. From typography and layout to navigation and accessibility, I prioritise both aesthetics and functionality.

Being a designer and front-end coder benefits my clients in a multitude of ways:

• I can turn my designs into pixel-perfect front-end code that brings them to life across various platforms and devices.
• I effectively communicate with development teams. I understand the language they speak and can articulate design requirements, provide valuable insights, and ensure that the final product not only meets aesthetic standards but also adheres to technical best practices.
• I translate tech speak for stakeholders, discussing implementation possibilities, addressing any potential challenges, and finding optimal solutions that strike a balance between aesthetics and functionality.
• When I conduct design reviews, I can also provide developers with guidance on how to fix the issues I discover.

Design systems play a crucial role in helping businesses enhance their brand and streamline their design processes. With a tailored approach to meet your specific needs and budget, the full process typically involves the following steps:

1. Collaborating with the Cross-Functional Team. To ensure buy-in and a comprehensive understanding of your brand identity, user experience goals, and design requirements, I will collaborate closely with your cross-functional team. By involving stakeholders from various departments, we can gather valuable insights and align the design system with your overall business objectives.
2. ‍Extensive Research and Analysis. By thoroughly examining your existing design assets and evaluating your user interfaces, I will identify areas for improvement. This comprehensive groundwork forms the basis for developing a robust design system that perfectly aligns with your brand values and resonates with your target audience.
3. Crafting an Intuitive and Scalable Design System. I will create a design system that encapsulates your unique aesthetic and functional requirements. This involves defining a consistent colour palette, typography guidelines, spacing and layout rules, as well as reusable component libraries. This comprehensive system empowers you to work more efficiently, consistently delivering high-quality results.
4. Fostering Collaboration and Reducing Friction. A key benefit of implementing a design system is its ability to promote collaboration and minimise misunderstandings. By providing a centralised and accessible repository of design assets and guidelines, the system enables easy alignment of work, resulting in a cohesive user experience. This collaboration-friendly environment reduces friction among team members and enhances overall productivity.
5. Ensuring Scalability and Adaptability. A well-crafted design system is designed to adapt and scale alongside your business. As you grow and evolve, the system effortlessly accommodates the introduction of new features and expands your product line, all while maintaining a consistent brand image. This flexibility allows you to save valuable time and resources while ensuring a strong visual identity across all touchpoints.

By leveraging a thoughtfully developed design system, your business can elevate its brand, optimise design processes, encourage collaboration, and ensure long-term adaptability and scalability.

I provide email design and development services tailored to your CRM needs. Whether you're looking for engaging promotional emails, personalised newsletters, or automated email campaigns, I can assist in creating email designs that align with your CRM strategy and drive impactful results.