A little about me
How I work, and what keeps me grounded outside it.
The way I work
Good design starts with understanding why, not just what users click.
I bring together data, testing, and close collaboration with product, trade, and development within the design process.
PRODUCT & STRATEGY
Aligning user needs with business goals, influencing direction, and contributing directly to organisational success. I’m heavily involved in defining roadmaps and leading strategic briefs, not just executing design tasks - and I’ve built the case for a bigger, better solution when a quick fix wasn’t going to hold. The Seasalt header redesign is a good example: what started as a usability fix became a full product upgrade once I made the case for it.
DESIGN & UX WRITING
I transform ideas into intuitive, pixel-perfect, interactive digital experiences — and I collaborate closely with copywriters and content teams on UX writing and microcopy, balancing brand voice with clarity and user needs. Every design is validated through testing and iteration, not shipped on instinct.
RESEARCH & BEHAVIOURAL INSIGHT
Surveys, usability testing, card sorting, A/B testing - I choose the method the project and budget actually support, not a default toolkit. That includes a research-backed understanding of user behaviour and motivation, including how persuasive patterns like urgency and scarcity work in e-commerce - applied responsibly, not manipulatively.
LEADERSHIP & STAKEHOLDER INFLUENCE
I lead with flexibility and empathy, adapting my approach to what each team member needs to feel supported and do their best work. I’m also comfortable building the case for a bolder direction with senior stakeholders, presenting clear trade-offs rather than a single option to critique, and backing it with data.
MENTORSHIP & KNOWLEDGE SHARING
I’m passionate about helping junior designers build confidence and navigate their careers: one-on-one guidance, collaborative feedback, and sharing real-world insight. I also drive knowledge sharing and support governance standards, having owned and maintained Seasalt’s design system throughout my time there.
Life beyond design
I love getting outside and exploring, making the most of living by the coast, discovering new places with my two pugs and little family.
I love CrossFit, throwing heavy weights around and running trail races, with a bit of fancy dress when the occasion calls for it. Elder-emo at heart, forever a fantasy reader, and a polka-dot-and-leopard-print kind of girl.
