About me

With over 8 years of product experience and 11+ years in visual design, I’m currently focused on the SaaS industry, guiding Crunch’s products solo as a Senior Product Designer.

Working independently has shaped how I approach design. I take full ownership of the entire end-to-end process, from research and UX through to UI. I create products that are useful, usable, and enjoyable, with the goal of solving real problems, building products that sell themselves, and turning users into raving fans.

I’ve worked on over 500 projects across 20 industries, designing digital products for all device types, spanning SaaS platforms, apps, and websites.

Where I’ve worked…

September 2024 – Present

Product Designer

Crunch

As the only Product Designer at Crunch, I own the design vision and strategy for their accounting and tax software, making complex financial processes feel simple and enjoyable for clients.

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Designed an automated matching tool to simplify bank reconciliation, reducing manual effort.

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Designed a discrepancy checker with rule-based automation to enhance bookkeeping accuracy.

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Introduced a Tinder-style swiping feature for bank reconciliation, increasing user engagement.

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Designed CrunchPay, enabling faster payments via a simple PDF button on invoices.

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Created an interactive pricing quiz that intelligently guided users to optimal subscription choices.

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Optimised user flows for key features like tax, rebates, credit notes & banking.

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Reworked the pricing page to maximise revenue through strategic price and brand positioning.

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Revamped the “Refer a Friend” flow with intelligent nudges, enhancing referral conversion.

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Simplified online sales journeys to improve client on-boarding and enhance conversion.

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Analysed brand value proposition, using A/B testing to deliver messaging that resonated with users.

April 2024 – Sept 2024

Product Designer

Simfoni

As the only Product Designer at Simfoni, I set the design direction across their full product suite. I turned five complex, data-heavy tools into simple, intuitive products that made it easier for people to understand their data and make smarter decisions.

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Made huge improvements to Simfoni’s eSourcing, Analytics, Pipeline, Terminal, and BuyDesk tools.

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Successfully designed new AI solutions, like AI Reports, AI Assistant, AI Auto-fill and AI Re-Create

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Prioritised feature requests, making sure we developed new features that users wanted.

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Redesigned each product’s navigation, making the overall experience more intuitive for users.

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Created wireframes and prototypes to hypothesise ideas, and refined these based on real feedback.

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Led fun and engaging workshops on research, design, and AI, sparking creativity and collaboration.

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Guided Simfoni’s brand, including designing product logos & a voice that reflected Simfoni’s identity.

Dec 2020 – April 2024

UX/UI Lead

Compleat

As Lead UX/UI Designer at Compleat Software, I guided the design vision for their finance automation products, making complex finance tasks feel simple, easier to understand, and even enjoyable for clients & partners.

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Designed a cutting-edge partner portal & c02 tracking software.

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Overhauled key products, including Online Buying, Invoice Automation, P2P, & Digital Procurement.

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Redesigned navigation and information architecture, making the overall experience more intuitive for users.

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Redesigned the website & staff intranet, enhancing user engagement and internal communication.

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Conducted thorough research & analysis to understand user needs, leading to enhanced design decisions.

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Created detailed wireframes and prototypes to hypothesise ideas, refining designs based on real feedback.

Feb 2019 – Dec 2020

Senior Designer

Percy Doughty

I managed the digital experience for Percy Doughty, the UK’s leading fire and fireplace manufacturer, creating intuitive, visually cohesive, and user-friendly experiences across all five brands.

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Led user research, wireframing, prototyping, analysis, and testing across all products.

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Successfully re-designed five brand websites, improving aesthetics and functionality.

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Assisted customers and partners with designing and optimising their websites.

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Designed annual brochures and point-of-sale materials for all 5 brands

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Created advertisements and publications that effectively communicated brand messages.

Feb 2018 – Feb 2019

Digital Designer

Runshaw College

I led the full design of Runshaw College’s website and digital products, turning research and insights into wireframes, interactive prototypes, and engaging visuals that made the site easier to use, more accessible, and more engaging for students and staff.

Jul 2017 – Feb 2018

Digital Designer

Venue Marketing

I built and managed over 20 digital products and client websites for a website and marketing agency, ensuring each was easy to use, visually engaging, and true to each brand’s identity.