Outstanding motivational leadership and entrepreneurial drive, combined with acute business insight and creative talent leveraged to produce quality projects across a broad spectrum of platforms.
A highly entrepreneurial and experienced User Experience Design Lead with over 10 years of creating intuitive, user-centred designs for digital products in the financial services, insurance, and retail sectors. Proficient at leading cross-functional teams in designing end-to-end experiences across multiple platforms. Skilled at aligning business objectives with user needs to deliver high-impact, innovative solutions that enhance customer satisfaction and business performance. Proven track record of influencing senior business leaders by leveraging user experience insights to shape the strategic vision of digital products, and fostering a culture of continuous improvement to build and motivate teams.
Lead Product Designer, Aviva Digital Garage
Mar 2022 – Current
Leading a team of 7 Product Designers and UX Researchers and managing the end-to-end UX process for Aviva’s Wealth platform, aimed to help Aviva’s customers confidently take control of their financial future. Mentoring the Design team to continuously raise the bar while working closely with Product Managers and engineering teams to create high-quality solutions aligned with both business goals and user needs for over 16 million customers.
Selected achievements:
Unlocking £50m in additional growth by embedding Customer Journey Management practices and supporting frameworks across teams, in order to monitor and optimise existing key customer journeys. Improved team workflow efficiency by 50% and uncovered more than 2,000 opportunities.
Achieved a 40% uplift in user conversion and £2.4m inflows within 6 months by leading the creation of Aviva’s Financial Navigator management tool, which supported over 50,000 novice investors with personalised investment advice.
Directed the strategic Connected Wealth vision, identifying high-value opportunities focused on helping customers take control of their financial future, working closely with senior stakeholders to develop a long-term roadmap for personalised financial planning tools and re-position Aviva in the Wealth market.
Reducing Experience Debt by 95% and achieving cost savings of £1.2m by spearheading the implementation of accessibility standards and best practices across numerous digital channels, to ensure all products met WCAG guidelines and enhancing accessibility for millions of customers, leading to the allocation of specialist resources to support future initiatives.
Fostering a culture of collaboration across design, product, and engineering teams, resulting in more efficient project delivery and a higher-quality user experience, including the introduction of Design Critiques and Squad Health Checks to create high-performing teams.
Senior Product Designer, Aviva Digital Garage
March 2018 - February 2022
Part of Aviva’s rapidly growing Digital Campus based in Shoreditch, working across a range of B2C and B2B projects both internally and for external clients. Influencing across the business to establish user-centred design methodologies,as a strategic asset for the business. Involved in a range of high profile initiatives including UK-Wide Customer Experience Strategy, as well as providing valuable inputs to multiple product squads across the digital function.
Selected achievements:
Leading on MyAviva Future Experience Vision, to develop innovative features aligned with the 2030 vision, resulting in the conceptualisation of 10 new product initiatives to unlock an estimated $500M in business growth and communicating the vision to C-Suite and Board Level stakeholders.
Developed a comprehensive mobile design system adopted by 15+ applications across diverse markets, reducing UI development time by 40% and ensuring consistent user experiences for customers globally.
Developed comprehensive customer-centric playbooks that aligned cross-functional teams, resulting in a 40% increase in user satisfaction scores, driving digital maturity and accelerating adoption of design best practices across departments.
Nominated for the Emerging Leaders programme, designed to identify and develop future leaders early in their careers and provide executive-level development to Aviva’s most promising people.
Product Designer (Contract), HEX Digital
September 2017 - February 2018
Orchestrated compelling client pitches for Ted Baker and Bills Restaurant Group, focused on new business opportunities and creating an Employee Experience portal, securing contracts valued at over $1.5 million.
Working closely with clients to understand business needs, define product vision, and ensure design solutions meet client expectations, within tight timeframes.
Founder, FORM Agency
May 2014 - August 2017
Creative Agency, working closely with content creators to launch and scale numerous eCommerce stores supported by unique marketing strategies, allowing them to connect with their fans and grow their brands more intimately.
Selected achievements:
Generated over £1.2 million in revenue within three years by combining brand development, retail operations and digital marketing strategies.
Working closely with Shopify to create a patented Pop-Up shop for use at live events across the UK, supported by a personalised sales dashboard for clients to track sales and targets.
Utilised marketing strategies to increase client's brand exposure, culminating in 800,000 unique website visitors and growing social media following to more than 300,000.
Oversaw end-to-end project delivery, including branding, logistics, product sourcing and sales optimisation.