I design checkoutbookingcheckout flows
& ship them in production.

Vision Direct is one of Europe’s biggest contact-lens retailers, part of EssilorLuxottica. I reworked the high-frequency checkout and account flows, then scaled the UK system across seven markets.

The brief was a tightrope: cut friction on a recurring medical purchase and lift conversion without breaking a platform that makes real revenue every hour — so every change shipped incrementally, inside the existing system.

Payments, subscriptions, address management, autosave, prescription entry, a rebuilt cross-brand colour system, localised for the UK, Italy, Spain, France, Ireland and the Netherlands.

Keeps lets people buy, trade and cash out stakes in sport the way you would shares — alongside a secondary market where match tickets trade as options instead of fixed seats.

My role was a hybrid: UX across the whole platform working alongside the branding team, then taking their designs into a scalable, tokenised design system for part two.

Perfect Play translates academy-level training from Chelsea’s elite coaches and sports psychologists into a personalised app — 75+ activities, each with 3–6 levels, adapting to the player’s age and skill.

I worked as Product Designer across UX, systems design and prototyping — leading activity templating, onboarding, AR interactions and the performance mechanics behind adaptive training plans.

Ordo Pay lets small business owners — boiler engineers, cleaners, gardeners — send payment requests over the UK Open Banking API, while household users pay, part-pay or ask for an extension from one unified feed.

I led research and product design across the dual-sided experience — end-to-end flows from registration to requests, part-payments and dashboards, validated through Flinto prototypes and user testing.

Citi spun up a team to layer stocks, crypto, portfolios and advice onto its existing banking app. I was one of three product designers — flows, UI, interactive prototypes, testing, the lot.

The tricky part: it had to feel native to Citi’s existing app and taxonomy while serving three very different personas across a basic and an advanced mode, every section customisable.

Agile, fully remote, eight of us. We moved off Sketch onto Figma, prototyped in ProtoPie, user-tested every two weeks. Some screens stay blurred — NDA.

Instead of one feed for everyone, the app breaks the universe into bite-size cards and packs that reshape themselves per audience — devoted fans get depth, first-timers and under-13s get the on-ramp.

I ran research across those audience groups, built the component system that had to hold all of it, prototyped the “magical” micro-interactions, and tested seven rounds deep before handing anything to build.

No separate product, no new app — the fitting service rides the existing basket flow: add fitting, get an instant quote, pick an approved workshop nearby, book the slot. You still only pay online for the parts.

Three months with Big Light: research and competitor teardown, flow mapping with the tech team, wireframing the happy path and the annoying edge cases (postcode gates, VRM lookups, compulsory-vs-optional parts), then Principle prototypes tested on real car owners before visual design.