Digital: where it started

My career began in digital agencies. Before brand experience strategy, I spent six years at Digitas LBi leading UX on some of the UK's most-visited digital properties. The work here spans that period and the years since, across mapping, retail, healthcare, insurance and consumer brands.

UX product lead on the full redesign of Multimap, the UK's 9th most visited website, updating it from a static to a fully interactive map experience, with new tools for navigation and interaction. The site was subsequently acquired by Microsoft for a reported $50M.

Role: UX product lead

Led UX on the first Selfridges ecommerce website, including full taxonomy and information architecture design, and interaction design of immersive shopping experiences.

Role: UX lead, information architecture, interaction design

Vizient are a member healthcare services business, and a FutureBrand-created brand representing the merger of several US healthcare organisations. At FutureBrand NY, I led the team that launched the new brand on the web in a six-week first phase, then delivered a full root-and-branch redesign, architected around demand generation to drive retention and new-business enquiries. The site won an Aster Award in 2016.

Role: Account and project management, digital strategy, UX direction

Kankan is a personal care brand offering botanical soap refills in aluminium cans. I've been involved since the business launched, leading digital strategy and UX for the website, improving subscription flows to grow recurring revenue, and helping the team align campaign marketing with the customer acquisition journey.

Role: Digital strategy and UX lead, marketing optimisation

Working at Conran Singh, a digital agency I co-founded within the Conran Group under Daljit Singh and Sir Terence Conran, I wrote the digital strategy for the Conran Shop website: a shift from a simple product catalogue to a fully merchandisable experience, with customers browsing by room rather than category, seasonal curation, and an editorial layer to drive organic traffic.

Role: Digital strategy lead

Sentry is a Wisconsin-based insurance business serving North America. At FutureBrand, I led the team that redesigned their web presence, from card-sorting research and stakeholder workshops in Wisconsin through experience strategy, personas and wireframes for every page template, with the build delivered by a Boston partner.

Role: Digital strategy, UX research and direction