Based in London, also available remotely
hello@uxcraft.co.uk
Delivered a unified design system, turning data into actionable insights and mapping services to unlock opportunities, improve efficiency, and drive loyalty.
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Led a data-driven redesign of a high-traffic EMEA ecommerce homepage, increasing CTR and onward journeys.
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Delivered personalisation proof of concepts for the MySky app, introducing a user-curated channel that accelerated content discovery and increased engagement.
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Designed an end-to-end mortgage timeline, delivering a single portal to improve transparency and guide users through their journey.
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Established a responsive email design system and template suite to support tailored communications across individual, institutional, and intermediary investor audiences.
Request AccessToday, that passion shows up in my dedication to craft, my investment in mentoring others, and my commitment to leading design efforts that create clarity, momentum, and measurable impact.
There is no one-size-fits-all. Guided by the Double Diamond framework, I uncover insights, define the right problems, explore solutions, and deliver refined experiences. This approach balances research, iteration, and strategic alignment to create designs that have real impact.
I am flexible with tools and adapt quickly to project needs. I regularly use Figma and Axure for design and prototyping, UserZoom for testing, and ContentSquare and Google Analytics for insights.
I combine craft, strategy, and leadership to deliver designs that drive meaningful outcomes. I am data-driven and focus on outcome over output, embracing a progress-over-perfection mindset. Collaboration is central to my approach: I work closely with developers, stakeholders, and cross-functional teams to maintain alignment and avoid silos.
A unique advantage I bring is the ability to rapidly prototype in code. This allows me to bring design solutions to life early, enabling stakeholders to interact with a near-final experience, make informed decisions faster, and align around a shared, tangible vision.
I use AI as a strategic assistant to improve efficiency, generate ideas, and accelerate research. It helps me quickly explore concepts, synthesize user insights, and iterate on solutions, giving more time for design strategy and collaboration. I treat AI as a tool, not a replacement, ensuring human judgment, empathy, and oversight guide every decision.
Proud husband and dad. I'm a passionate about plants and have over 70 in my collection! Beyond the greenery, I enjoy eating out, cooking, travel, photography, and football.
