My role
UX
UI
A/B Testing
UX Strategy
I lead the end-to-end UX strategy—driving experimentation, insight, and inclusive design. I ran the A/B testing programme, optimising journeys through data-led hypotheses. Using Contentsquare, I uncover behavioural friction to inform high-impact UX/UI improvements. I also lead our 2025 Accessibility Redesign, targeting AA WCAG compliance.
Data Informed Design
ContentSquare
Competitor analysis
Store Visit Feedback
Using ContentSquare’s Zoning Analysis, I identified that users were highly engaged with the flexible payment options, which also correlated with strong conversion rates. This insight led me to reposition these options above the fold to increase visibility. I also collaborated with EvolvAI and used competitor analysis to inform variant ideas. Additionally, insights gathered from a store visit revealed that customers were confused about pricing differences between online and in-store promotions. This feedback inspired the introduction of a price strike-through format online (instead of “Save £££”) to provide clearer price transparency and align expectations across channels.
Improved Readability & Structure
I use clear headings, increased font sizes, and better spacing to enhance readability for all users — especially those with visual or cognitive impairments. Dense paragraphs were replaced with scannable bullet points, allowing users to quickly understand the purpose of the page and what actions they can take.
Accessible Interaction & Guidance
Key actions like “Start Chat” are now clearly labelled, visually prominent, and meet WCAG touch target standards. Contextual prompts and example questions guide users who may feel unsure about how to engage, making the experience more inclusive for neurodivergent users and first-time visitors.
Reduced Cognitive Load & Visual Clutter
By removing distracting imagery and simplifying the layout, the new design reduces cognitive overload. Content is prioritised and purposeful, creating a focused and supportive environment that helps users — particularly those with ADHD or learning differences — navigate the page with ease.
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