Project highlights
DAZN subscription models
DAZN subscription models
DAZN subscription models
Led the UX transition of DAZN from a single subscription to a multi-tier platform, launching 14 content and feature packs across six countries. Delivered end to end across iOS, Android, responsive web, connected TV and Apple TV.
NFL & Freemium on DAZN
NFL & Freemium on DAZN
NFL & Freemium on DAZN
Owned the UX for the NFL Game Pass launch on DAZN, partnering with the NFL to design the end-to-end experience for over 2 million users. The largest sporting migration in history.
DAZN x Amazon Prime
DAZN x Amazon Prime
DAZN x Amazon Prime
Launched DAZN as a Prime Video Channel, part of a global distribution partnership with Amazon that made DAZN available for purchase directly inside Prime Video for an additional monthly fee. Japan led the rollout, with Italy as a fast follow. Designed the end-to-end journey, from discovery inside Prime Video through to subscription and playback, so users could add DAZN to their existing Amazon billing with a single click.
Saible B2B Construction Payments
Saible B2B Construction Payments
Saible B2B Construction Payments
Ongoing product design partner for Saible, a B2B fintech platform. Work spans auditing the existing app, defining the north star and product strategy, redesigning payment flows for construction businesses, and building out onboarding.
TrueGrade
TrueGrade
TrueGrade
Created the visual identity, brand and MVP SaaS dashboard for Truegrade, an AI exam-marking tool launching late 2026. Designed the end-to-end experience from marketing site through to the signed-in product.
WorthIQ
WorthIQ
WorthIQ
Partnered with the founder of Worth IQ to shape the product roadmap and design the MVP end to end. Created the logo, illustration and visual identity, and designed the SaaS dashboard, multi-user experiences and complex financial onboarding flows.
DAZN Android TV App
DAZN Android TV App
Designed the sign-up and onboarding experience for the new DAZN Android TV app, working with engagement and TV product designers to deliver a consistent launch across all markets.
Wilko Checkout & Fulfilment
Wilko Checkout & Fulfilment
Wilko Checkout & Fulfilment
Designed a market-leading fulfilment experience for Wilko customers, covering store stock checks, click and collect, split delivery and dropship.
Taxonomy & Information Architecture
Taxonomy & Information Architecture
I've spent much of my career making large catalogues easier to navigate. At Wilko, I ran card sorting and tree testing to shape the redesign of the global navigation. At Boots, I set up and owned the taxonomy governance process. More recently, I restructured navigation for NRLA's B2B membership site through two rounds of tree testing with landlords.
I've also worked alongside ontologists and drawn on large-scale Bunnyfoot studies, which shaped how I design architecture down to facet and attribute level.
Wilko Content Architecture
Wilko Content Architecture
Wilko Content Architecture
Created a consistent home for articles and advice on Wilko.com. Researched where Wilko should invest content efforts and worked with the brand team to deliver a well-structured, on-brand experience. Gave trading teams a route to build product awareness, and helped customers find the right tools for the job.
Replatforming Boots CMS
Replatforming Boots CMS
Replatforming Boots CMS
Replatformed Boots.com onto Adobe Experience Manager, designing a flexible, personalised CMS that gave trading teams the tools to optimise content and drive engagement. A key contributor to Boots.com revenue growth.
Boots Shopping Pages
Boots Shopping Pages
Boots Shopping Pages
PDP redesign for the UK's largest online health and beauty retailer. Improving product discovery, add to bag interactions and enhancing product details & reviews to ultimately increase conversion and average order value. A large scale project covering over 12 differing templates across all departments including pharmacy. A research led project with rounds of usability testing in between.
NRLA B2B
Redesigned the member experience for the NRLA, the UK's largest B2B membership body for professional landlords. Restructured the information architecture through a taxonomy review and two rounds of tree testing with members, then designed a new signed-in dashboard and homepage to give members a clearer route to the tools and content they pay for.
Pure Pet Food Subscription Audit & CRO
Led a conversion programme for Pure Pet Food, a DTC fresh dog food subscription. Combined Amplitude funnel analysis, synthesis of 600+ survey responses across abandoners and restarters, a heuristic review and an audit of the A/B test history to identify where the subscription flow was losing users. Surfaced a high-converting fusspot segment and modelled a multi-dog household opportunity at 2x AOV. Delivered as a debrief to the product and growth leads. With MVT strategy & test backlog.
UNiDAYS Research
UNiDAYS Research
UNiDAYS Research
Redesigned the PDP for Boots, the UK's largest online health and beauty retailer, to lift conversion and average order value. Improved product discovery, add-to-bag and product detail and reviews across 12+ templates spanning all departments, including pharmacy. Research-led throughout, with usability testing between each round.
Flights From Search Optimisation
Flights From Search Optimisation
Flights From Search Optimisation
Redesigned the search listing pages for Flights From, a flight search tool for data-driven travellers. Simplified the UI and surfaced more data in a modernised layout, giving users the confidence to book.
Colonel Custard visual identity
Colonel Custard visual identity
Colonel Custard visual identity
Created a fresh visual identity and logo for a custard brand launching into food courts, inspired by the character Colonel Mustard. Designed to scale across packaging and a wider retail rollout.
