UX DESIGNER & RESEARCHER · CRO & GROWTH

Research-lead design
that converts

Research-lead design
that converts

Research-lead design that converts

Research-lead design that converts

CRO-focused UX designer with 4+ years turning user research into landing pages and funnels that convert, from +33% to +143% lifts across e-commerce, subscription, and streaming brands.

View Projects
View Projects
View Projects
Get in Touch
Get in Touch
Get in Touch
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Highest CVR lift from a single redesign

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Highest CVR lift from a single redesign

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Brands across e-commerce, subscription & streaming

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Brands across e-commerce, subscription & streaming

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Years leading CRO & user research

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Years leading CRO & user research

some of the Brands I've worked with
some of the things I've done

Selected work

Users didn’t distrust Standby, they didn’t understand it. Fixing the message fixed the funnel.

CRO · USER RESEARCH · LANDING PAGE

From user interviews to a 111% reservation lift

From user interviews to a
111% reservation lift

From user interviews to a 111% reservation lift

Users didn’t distrust Standby, they didn’t understand it. Fixing the message fixed the funnel.

+111%

Reservation conversion rate

18%

18%

Account creation, organic traffic

CRO · UI/UX DESIGN · A/B TESTING

Say less. Convert 27% more.

Say less. Convert
27% more.

A simpler product story beat a detailed one, and the click data showed why.

+27%

+27%

Conversion lift

Conversion lift


41%

41%

More time spent on page

More time

spent on page

USER RESEARCH · SERVICE DESIGN · LEADERSHIP

I built a research practice. It became a product.

I built a research practice. It became a product.

I built a research practice. It became a product.

Embedding user research into CRO roadmaps at Tinuiti, then launching it as a standalone offering.

Some other projects I’ve designed
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Box Builder 1
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how i work

Listen first.
Test everything.

Listen first.
Test everything.

Listen first.
Test everything.

01

Listen & Learn

I start with the people using the page. Interviews, usability tests, and the data you already have show me where visitors get stuck, before anyone opens a design file. I count what I hear, so "most people" becomes a number.

USER INTERVIEWS
competitor audit
Strategic Brief
01

Listen & Learn

I start with the people using the page. Interviews, usability tests, and the data you already have show me where visitors get stuck, before anyone opens a design file. I count what I hear, so "most people" becomes a number.

USER INTERVIEWS
Competitor audit
Strategic Brief
01

Listen & Learn

I start with the people using the page. Interviews, usability tests, and the data you already have show me where visitors get stuck, before anyone opens a design file. I count what I hear, so "most people" becomes a number.

USER INTERVIEWS
competitor audit
Strategic Brief
02

Shape & Test

Findings become hypotheses, and hypotheses become designs. I explore several directions before choosing one, then build the variant with a reason behind every change.

FINDINGS → HYPOTHESES
MULTIPLE DESIGN VARIANTS
A/B TEST ROADMAP
02

Shape & Test

Findings become hypotheses, and hypotheses become designs. I explore several directions before choosing one, then build the variant with a reason behind every change.

FINDINGS → HYPOTHESES
MULTIPLE DESIGN VARIANTS
A/B TEST ROADMAP
03

Measure & Learn

I don’t stop at a win. I look at why it worked, check that it pays off, and use it to plan the next test.

TEST READOUT & REVENUE MODEL
HEATMAP REVIEW
NEXT-TEST RECOMMENDATIONS
03

Measure & Learn

I don’t stop at a win. I look at why it worked, check that it pays off, and use it to plan the next test.

TEST READOUT & REVENUE MODEL
HEATMAP REVIEW
NEXT-TEST RECOMMENDATIONS
OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me
email me
OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me
OPEN TO NEW ROLES · 2026

Hiring for UX, CRO or research?
Let’s talk

email me