Role & Scope:
Responsible for end-to-end experience quality across HubSpot’s Email, SMS and WhatsApp products. Owned experience metrics including CSAT, activation, time-to-value. Remotely managed and coached 5–7 distributed product designers across two large product groups. Set strategic design vision and product direction by partnering with Research, running workshops, creating design concepts and then aligning with cross-functional leadership through presentations. Hands-on design for complex and ambiguous problem spaces, including zero-to-one and AI-first products.
Key achievements:
Led expansion from one to three messaging channels while holding a high bar for experience quality, increasing CSAT. Redesigned the domain connection flow to simplify email sending domain authentication, increasing completion rates. Scoped and shipped email send time optimisation features, increasing open rate. Coached and developed several designers to promotion. Helped shape multiple org design iterations, ensuring the groups were set up to solve the right problems for customers in the most efficient ways. Established frameworks to measure experience quality, improving critique and design review consistency across product lines. Created and maintained local Figma component libraries, fed by the federal design system, to ensure consistency across the product. Introduced operating systems and ways of working that improved cross-team efficiency and alignment.
Role & Scope:
Owned the end-to-end customer journey across digital and physical touchpoints, from on-location signage through to mobile-first signup, payments, and account management. Led product and design decisions in a zero-to-one environment, operating with high ambiguity and startup pace to help grow revenue.
Key achievements:
Designed a coherent, end-to-end experience across physical locations and digital products, reducing friction in time-critical, high-stress moments for users paying for parking. Launched the first version of the core ‘Autopay’ product experience, measuring completion rates and user behaviour to iteratively improve usability over time, helping scale the user base. Scoped and built custom web and mobile apps to take one-off and recurring parking payments, using mobile-first principles, optimising for ease of use, and performance to ensure the product stood up in real-world constraints: poor mobile signal, limited user time and varied tech confidence. Shipped client-facing reporting and management portals, partnering with Sales to understand client needs and collaborating with Engineering to deliver secure, scalable systems.
Role & Scope:
Led experience design for Dyson.com ecommerce platforms globally. Managed a team of 3–5 designers across multiple parts of the product (NPD, optimisation, enhancement).
Key achievements: Hired Junior Designers and coached multiple team members to promotion. Oversaw experience quality across each designer’s area of ownership through critique and reviews. Designed and optimised eCommerce journeys with a focus on conversion rate optimisation. Delivered CMS-driven web experiences to support the launch of NPD products, in collaboration with Engineering and Commercial teams. Joining as a Midweight Designer, I contributed to the relaunch of Dyson.com in 2017, gaining design approval from senior Creative and UX leadership.As Senior Designer, I launched the first design system for Dyson.com, establishing consistent Sketch libraries and partnering with Engineering to implement them in code, leading to greater consistency across global sites.