Senior Product Designer
Professional summary
London-based Senior Product Designer bridging luxury heritage and high-growth commercial utility. Proven record taking complex products from concept (0→1) to full commercial launch within 3M+ member ecosystems, backed by over a decade of design systems work from Burberry to giffgaff. I reduce operational friction through AI-augmented research and service design.
Skills & technology
- Design systems: Component Architecture · Figma Variables/Tokens · Usage Rules · Storybook · GitHub · WCAG 2.2
- AI & tech: Claude Code · AI Research Synthesis (Maze/GEM) · Generative UI (Figma Make) · Astro · Tailwind · React
- Strategy: UX Strategy · Service Design · ICE/RICE Prioritisation · Workshop Facilitation · Data Visualisation · A/B Testing & CRO (Medallia/Eppo)
Professional experience
giffgaff · Product Designer
2023 – Present- System evolution: Contribute components and usage rules to giffgaff's design system through its brand redesign, extending it with Broadband patterns to reduce design-to-development handoff.
- AI in the workflow: Use Claude within the design system pipeline (Figma plugin, Storybook, GitHub, Frontify) to write and review component code and Storybook stories, and to check Figma designs against coded components.
- 0→1 launch: Led end-to-end UX strategy for giffgaff's Full Fibre broadband market entry, driving acquisition conversion to 6% (vs. 4.5% target) within a 3M+ member ecosystem.
- Service architecture: Designed service logic across three APIs (UPRN/Loqate, VMO2 Booking, SureSwitch) under Ofcom's One Touch Switch regulation, sustaining 95 NPS despite unpredictable third-party dependencies.
- Retention & trust: Designed a state-aware pre-activation experience, delivery status visibility and self-service rebooking, reducing the 40% pre-install cancellation rate and achieving 91.7% CSAT and 0.2% first-30-day churn (vs. 5% target).
- Back-office tooling: Contributed to customer account and support agents' back-office dashboards, turning backend data and statuses into clear interfaces.
Lickd · Product Designer
2020 – 2023- Design system: Architected and launched Lickd's first centralised Figma design system, migrating from Sketch and eliminating legacy UI debt to improve engineering velocity.
- Checkout conversion: Led UX/UI for music licensing checkout, lifting premium licence conversion to 43.5% (+10%) and overall conversion to 42.58% (+5%), and cutting claims tickets by 10%.
- Prioritisation: Ran ICE-framework workshops with Product and Engineering to align design with commercial targets.
HubbleHQ · Product Designer
2019 – 2020- Viewing experience: Improved tenant–host viewing flow, reducing host decline rate by 10% and lifting booking conversion from 14% to 18% through iterative research and high-fidelity prototyping.
- Pivot & adaptation: Rapidly redesigned the product for virtual viewings during COVID-19 and improved internal sales tooling UX.
Previous experience
Ordre.com · UI Designer · 2019
Harrods · Lead Digital Designer · 2018
Boutique 1 · Digital Designer · 2017
Burberry · Digital Designer & Creative Technologist · 2009
Education
General Assembly
· User Experience Design · 2017
Northumbria University
· BA (Hons) Multimedia Design · 2006 – 2009