15 years designing for UK retail

At SeedLegals I design journeys that break complex products into clear, confident steps. I've created AI workflows that turn complex founder documents into manageable data points, giving investors a seamless workflow for making informed investment decisions. I've also worked closely with FCA compliance to shape the product and prepare it for launch.

I have 15 years of hands-on experience taking products from wireframes to polished visual design, always designing for large, diverse audiences. I also build HTML prototypes that are ready for user testing, so ideas can be validated quickly with real customers before development.

I've planned and run research strategies, usability testing and A/B testing. I've also managed research partners such as cxpartners and Experience Solutions, so that decisions are grounded in real customer insight.

I use AI tools such as Claude Design and Figma Make to explore and prototype ideas faster. I also use Claude Code to build fully functioning prototypes that are integrated with a design system, which makes testing more realistic and cuts the time from idea to validation. Beyond design, I use AI to create tickets and analyse data, which improves agile practices and makes product teams more efficient.

I've worked with some of the UK's largest high-street retailers and e-commerce companies across many different industries as a UX/UI designer, working with product teams to ensure a seamless and consistent user experience across all touchpoints.

I'm a certified Scrum Master and worked as an Agile coach for the John Lewis app teams, helping them collaborate better and keep customer outcomes at the centre of their work.