Find Your Cruise — Search Tool Redesign
Fred. Olsen's search tool confused users into empty searches. I redesigned it and proved a 20% lift in product page traffic and £1.9m annual revenue uplift through experimentation.
E-Commerce focused UX Specialist with 13 + years of design experience.
I’m a designer who works across the whole process, end-to-end, hands-on across research, strategy, and results, with experience establishing and leading experimentation programmes.
Case Studies
A curated selection of my work
Product Display Page (PDP) Redesign
Cotswold's product pages were losing sales to cluttered listings and generic recommendations. I redesigned the experience and lifted conversion by 11%.
Search Dropdown Redesign
Fred. Olsen's search results treated everything as equally relevant, with a flawed mobile experience. I redesigned it, driving a 261% increase in search→product progression.
Searchandising — Product Listings Page Redesign
Cotswold's listing pages hindered product discovery due to poor filtering and suboptimal listing cards. I redesigned the whole experience to fix both.
Building Fred.’s Experimentation Programme
When I joined Fred. Olsen Cruise Lines, there was no structured way to validate design and product decisions before they shipped. I built and scaled an experimentation programme on track to deliver £4.3m in incremental revenue in year 1.
My Cruises — Account Area Redesign
Guests struggle to find key information in a cluttered account area. I'm redesigning it around clearer navigation — early testing shows 30% higher task success.
Experience
UX Specialist
Fred. Olsen Cruise Lines
May 2025 – Current
Own UX end-to-end — research through to design — and built the company’s experimentation programme from the ground up, now on track for £4.3m in incremental revenue in it’s first year.
UX Designer
The Cotswold Company
December 2020 – May 2025
Sole UX Designer at The Cotswold Company, owning the full end-to-end UX process, taking projects from early research through to shipped, high-fidelity design.
Graphic Designer
The Cotswold Company
November 2018 – December 2020
Delivered print and digital design across campaigns and a brand repositioning project, before moving into UX.
Visiting Lecturer / Mentor
University of Suffolk
February 2018 – November 2018
Mentored Level 5 students on design project briefs and software skills.
Graphic & Web Designer
Coastline Graphics
August 2014 – November 2018
Managed print and digital projects end-to-end for a range of clients in a fast-paced studio.