// ABOUT
// ABOUT
PROFESSIONAL JOURNEY
With over 13 years of experience within the advertising industry, I’ve worked with leading brands to bring compelling campaigns to life. Most recently, I worked for Sky, Europe’s largest broadcaster, managing a team to create engaging adverts for Sky Sports and trailers for Sky Original TV series and documentaries, crafting stories designed to capture viewers’ attention.
It was during my time as an Account Director at Sky Creative I worked closely with the UX/UI team to ensure the content was visually striking, accessible and had the best possible stand out on the Sky interface. This sparked my interest to become more involved in shaping products and the build of them, resulting in completing a Professional Diploma in UX/UI Design with the UX Design Institute.
DESIGN PHILOSOPHY
I believe great design isn't about adding more - it's about removing what doesn't matter. The most effective experiences are clear, intuitive and intentional. They work because every element has a purpose and anything unnecessary has been stripped away. Achieving that level of clarity requires empathy. Understanding how people think, feel and make decisions is what allows design to solve real problems. That's why research comes first. Insight drives strategy. Strategy shapes design.
PERSONAL INTERESTS
I’m a published writer and passionate photographer. Both have nurtured my creative eye and narrative thinking - skills I’m keen to weave into the UX design process.
// AREAS OF EXPERTISE
UX RESEARCH
Conducting competitive analysis, qualitative and quantitative research, stakeholder interviews, and usability testing to uncover user needs, behaviours and pain points.
UX DESIGN
Creating wireframes, user flows, prototypes and iterative design solutions whilst validating designs through usability testing, feedback sessions and continuous iteration.
ANALYSIS & IDEATION
Organising and structuring content through user flows, site maps, affinity diagrams, journey mapping and personas in order to start ideating.
UI DESIGN
Designing visually engaging interfaces, responsive layouts, and scalable design systems with reusable components that ensure consistency across products.
UX WRITING
Crafting clear, conciseand accessible content that guides users seamlessly through digital experiences and improves usability.
AI
Leveraging AI tools within the design process to improve efficiency, streamline workflows, support ideation, and validate design decisions.
