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

When I was 20, on a family holiday in Florida, all I wanted was to raid the chewing gum aisle at SuperTarget. 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 in the first week after launch.

My sweet spot? Turning user friction into revenue growth. I specialise in discovery-led, research-driven design, focusing on strategic problem framing, user research, and product collaboration.

Here’s what drives me:

• Empathy first – people over pixels. I shadowed endoscopy technicians to understand their workflows, and went "undercover" as a customer to test By Miles support. As a parent of three neurodivergent children, I think about inclusion as an everyday responsibility, not a buzzword.

• Curious by default – keep asking until the penny drops. At Next, I ran 70+ competitor analyses before designing the navigation that saved £135m.

• Happy to rebel – challenge trends when they don't serve users. When everyone was adopting burger menus, I proved the opposite with data.

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

What I'm looking for: Fully remote UX strategy roles (£80k–£95k, core UK hours) where discovery and strategic thinking drive product decisions. Not high-fidelity UI execution or intense design system work.

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