Exploring something new?
Clarify the opportunity, understand what matters to customers and shape the next steps before investing in a solution.
Discovery researchCustomer interviewsWorkshops
Helping createbetter digitalexperiences thatcustomers love andbusinesses benefit from.
I help businesses make better decisions about their digital products and experiences, using research, data and experimentation to understand what matters and where to focus.
The challenges I help solve
Every organisation is different. I adapt the approach, but these are the situations where I most often help.
Improving an existing experience?
Use customer insight, behavioural data and experimentation to identify where customers are struggling and what to improve first.
Journey optimisationBehavioural insightExperimentation
Need clarity on a complex problem?
Bring together evidence, customer needs and business priorities to turn an unclear problem into a practical direction.
Insight synthesisPrioritisationStakeholder workshops
Need experienced digital leadership?
I provide experienced support to shape the direction, guide research and experimentation, and help teams move forward with confidence.
Fractional leadershipStrategyTeam mentoring
Selected work
A few examples of how I’ve helped teams bring clarity to digital problems and decide what to do next.
Selected work project 1 of 5
/work/hertz-booking-redesign
Improving the car rental booking journey
A programme of redesign and A/B testing that simplified the booking experience and increased revenue per visitor by $12.
/work/ocado-diary-study
Understanding how customers approach their grocery shop
A two-week diary study with 20 customers that helped Product, Engineering and UX understand real grocery shopping behaviour.
/work/hertz-keyless-rental
Removing the airport rental queue
A cross-functional project that adapted existing keyless technology so customers could avoid the rental desk and begin their journey more quickly.
/work/ocado-offers
Rethinking where customers discover offers
Research showed that checkout was too late to solve the problem, shifting the focus to how customers understood offers while they were shopping.
/work/hertz-van-rental
Designing a better van rental experience
Understanding the different needs of van customers led to a redesigned journey and a 50% increase in conversion.
How I work
Start with understanding
Good decisions begin with understanding customers, not assumptions.
Adapt the approach
Every organisation is different. I adapt my approach to the business rather than expecting the business to adapt to my process.
Turn insight into action
The goal isn’t research for its own sake. It’s helping teams make better decisions.
About
Over the last ten years, I’ve worked across UX research, CRO and digital marketing, helping teams at Hertz and Ocado Technology understand customers, improve digital experiences and decide where to focus.
I bring together customer insight, behavioural data and different perspectives, then turn them into a practical plan teams can act on. I work collaboratively and adapt the approach to the organisation rather than expecting it to adapt to my process.
Let’s talk
If you’re exploring a new opportunity, improving an existing experience or looking for another perspective, I’d be happy to hear more.
Let’s talk