Many Paths.
One Direction.

UX design is where two parts of my background finally met. Running two e-commerce businesses taught me that how people behave online is rarely obvious, and always worth understanding. My background in archaeology was rooted in the same curiosity: studying everyday life, the small habits and choices that define how people actually live. I've been trying to understand people for a long time. Now I design for them.

UX is where two parts of my life finally met, e-commerce taught me how people behave online, archaeology taught me why. I've been trying to understand people for a long time. Now I design for them.

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UX/UI Projects

LazyHat, E-commerce, 2026

Redesigned the checkout flow for a live e-commerce site to reduce friction and abandonment, achieving a 100% task completion rate in usability testing and implemented directly on the live site.
Identified an unexpected tax code field as a primary abandonment driver through survey (22 responses) and interview data (4 sessions), and removed or reclassified unnecessary mandatory fields accordingly.
Flagged a WCAG colour contrast issue on the primary CTA and delivered an accessibility recommendation alongside the redesign, working directly within a real client relationship and implementation constraints.

Humania, Skill-exchange marketplace, 2026

Designed the core user flows end-to-end for a service exchange platform, from problem definition to a validated solution achieving a 91.7% task completion rate in usability testing.
Synthesised survey and interview data into personas and journey maps to define information architecture and user flows from scratch.
Iterated wireframes and prototypes through multiple testing cycles, prioritising fixes that most reduced friction at the highest-drop-off steps.

Property, Prop-tech, 2026

Designed a responsive property investment app consolidating listings, financial data, and investment metrics into one view, replacing a fragmented 5-tool workflow.
Introduced a traffic-light indicator system to simplify complex investment data into an immediate visual read, prioritising clarity over data density within a 3-week sprint.
Delivered a fully responsive hi-fi prototype across mobile, tablet, and desktop, complete with style guide and handoff package for development

Wander, Travel & Tourism, 2026

Designed a mobile travel app addressing choice overload and post-booking anxiety, grounded in Travelport and European Travel Commission research showing 58% of travellers feel overwhelmed by options.
Directed AI tools (Claude, ChatGPT, Figma Make) across research, feature prioritisation, and UI production, narrowing 10 candidate features to 2 core ones through iterative prompting and critical evaluation of AI output.
Produced wireframes and 6 high-fidelity screens for a proximity-based planning flow, translating a European over-tourism insight into a dedicated alternative-destination feature.

Professional experience

Freelance UX/UI design, Mar 2026 –Present

Leading end-to-end UX/UI design for e-commerce clients, covering user research, stakeholder collaboration, wireframing, and high-fidelity prototyping in Figma.
Translating business goals and user insights into intuitive, conversion-focused digital experiences.
Managing client relationships independently, from project scoping through to design delivery and iteration.

Career transition to UX design, CareerFoundry, July 2025 – Mar 2026

Completed intensive UX design training, applying user-centred methods across the full design process, from research and ideation to prototyping and usability testing.
Conducted user interviews, usability tests, and iterative design cycles, producing case studies that demonstrate research-driven decision-making.
Analysed qualitative and quantitative data, identified patterns, and communicated findings clearly to project leads and stakeholders.

Archaeologist, Cotswold Archaeology, Jun 2024 – Sep 2025

Operated in highly regulated projects requiring precise data collection and structured documentation.
Analysed qualitative and quantitative data, identified patterns, and synthesised findings into clear, actionable insights.
Informed project decisions through concise reporting, observational rigour, and attention to contextual detail.

E-commerce owner, Jan 2021 – Nov 2022

Designed and iterated on product page layouts, optimising visual hierarchy and reducing friction to support purchase decisions.
Analysed user behaviour through Google Analytics to identify drop-off points, informing improvements to page structure and checkout flow.
Shaped the end-to-end customer experience through navigation design, information architecture, and mobile-first responsiveness.

Skills

UX & UI Design: Wireframing · Prototyping · User Flows · Journey Mapping · Information Architecture · Sketching.
Research & Testing: User Interviews · Usability Testing · Affinity Mapping · Data Interpretation · Google Analytics
Tools: Figma · Miro · Sketch · Canva
Core Strengths: Analytical problem‐solving · Clear communication · Empathy · Attention to detail · Reliability · Curiosity
Ways of Working: User‐centred mindset · Agile familiarity · Cross‐team collaboration

Proficient in Figma, Adobe Creative Suite, and Framer.
Strong understanding of user-centered design principles.
Ability to conduct comprehensive user research and usability testing.
Excellent problem-solving skills and attention to detail.

Education

UX Design Program, UI specialisation, CareerFoundry, 2026
BA Archaeology, Birkbeck University, London, UK, 2024

Certificates

How to Use Card Sorting for Better Information Architecture, IxDF - Interaction Design Foundation, 2026
AI for designers, IxDF - Interaction Design Foundation, 2026
Principles of UX/UI Design, Meta 2025

Personal qualities

Naturally curious about human behaviour and cultural context, informed by a background spanning multiple countries, disciplines, and industries
Drawn to travel and cultural immersion as a way of understanding how people think, make decisions, and experience the world, a perspective that directly shapes my approach to user research and design