From Target’s Chewing Gum Aisle to £135m Saved in Ecommerce UX

When I was 16, on a family holiday in Florida, all I wanted was to raid the chewing gum aisle at Target. But what grabbed me wasn’t the gum, it was the store’s racetrack layout, guiding shoppers effortlessly without a single sign. That was my first lesson in UX: design can tell a story without saying a word.

Fast forward 20+ years, and I’ve helped companies across ecommerce, healthcare, travel, telecoms and insurance, turn messy problems into measurable outcomes. At Next, I saved £135m by refusing to follow the burger menu trend and designing a smarter mobile navigation. I also cut costly suit returns, driving a 37% uplift in engagement within a week.

My sweet spot is where customer needs meet business goals. I’m obsessed with conversion optimisation, but always with a human touch.

Here’s what drives me:

• Empathy first – people over pixels.
• Curious by default – keep asking until the penny drops.
• Happy to rebel – challenge trends when they don’t serve users.

Innovate, don’t imitate. That’s my approach to UX.