Evidence,not opinion.
Nine years designing at platform scale inside Flutter Entertainment and JD Sports. I set the process ten designers work to, and ship work that moves revenue, contact rates and compliance numbers.
Nav click-through, £300k+ revenue in a 28-day A/B test
"Where is my order?" contacts, against an 8% target
Accounts moved across 12 regions, no measurable drop-off
Account suspensions after a redesigned AML journey
Three files
worth opening.
The problem, what I did about it, and what changed. Two lines each.
Main navigation redesign
Lead Designer · sole owner of the redesign
I audited the nav unasked, wrote the brief and took it to the PM. Together we rebuilt the IA. Click-through went from 18% to 32%.
Open the file
My Account and order tracking
Lead Designer · started from customer service data
A pattern in contact reports grew into four workstreams, from delivery tracking to in-store QR returns. Contacts fell 12% against an 8% target.
Open the file
Customer authentication at scale
Lead Designer · platform-wide, 12 regions
I checked the brief's constraints first-hand in AWS. Several were negotiable, which reopened the scope. 2.1 million accounts moved with no measurable drop-off.
Open the file
Designers work to my process.
Built at Flutter Entertainment by watching what held up under pressure. Written down and turned into a Figma system at JD Sports, where ten designers have used it for three years.
- 01Kickoff
- 02Research
- 03UX practice
- 04Visual design
- 05Testing & output
Before design, I worked in recruitment. I know what a strong hire looks like, and I've written down how I build and run a team.