About Me
In a nutshell…
I’m a seasoned UX Research Analyst and Writer with over 20 years of hands-on experience helping teams build better, smarter digital products. My work combines deep qualitative research with clear, impactful communication, turning complex user insights into actionable strategies that drive results.
I’ve led hundreds of usability and accessibility studies across sectors including e-commerce, finance, and SaaS, using both moderated interviews and large-scale remote testing. I focus on making research useful by delivering insights that designers, developers, and product teams can immediately apply.
I’m passionate about intuitive, inclusive, and trustworthy digital experiences. If you’re looking for someone who can dig deep, ask the right questions, and help your UX genuinely perform better, let’s talk.
Professional Experience
2007 - Present
Consultant: UX Research, Analysis, Design / Conversion Rate Optimiser
UU3 Limited
Delivered UX and optimisation services to clients and agencies across retail, SaaS, healthcare, legal, and finance sectors. Projects ranged from UX research, usability auditing and conversion optimisation.
Research & Optimisation Focus:
- In-depth user research: usability testing, moderated/unmoderated interviews, longitudinal studies and other qualitative research methods
- Heuristic evaluations, cross-device UX audits, accessibility reviews
- Designed and proposed A/B tests informed by qualitative and quantitative data
- End-to-end redesigns and experiment-led optimisation strategy
Selected Clients:
- Retail & eCommerce: Gousto, The Pearl Source, David Austin Roses, NotOnTheHighStreet, Woolworths, Petlabs, Belron (Autoglass/Carglass)
- Travel: Olivers Travels, Eurostar
- Technology & SaaS:Â Zuko Analytics, Omniconvert, mParticle, Pushdoctor
- Finance & Legal: Deloitte
- Agencies: AWA Digital, Browser2Buyer, AG Consult, Conversion Advocates
2016 - 2019
Director of Optimisation
Endless Gain
- Led usability research using biometrics, session replays, surveys and other qualitative methods
- Created detailed testing strategies based on research-backed recommendations: hypotheses, A/B test specs, QA plans, and result analysis
- Delivered heuristic and accessibility audits across devices and browsers
- Collaborated with design and development teams to implement winning experiments
- Regular stakeholder reporting and ongoing strategy realignment based on user insight
- Clients included Studio Retail and Moss Bros (combined turnover > £550M)
2001 - 2006
Various
Front-end development and content roles spanning telecoms, entertainment, and financial services sectors. Built a strong foundation in web accessibility, usability, and content management, contributing to early exposure to user experience principles.
Public Speaking
2024 - 2025
Have I Got Your Retention?
The application of traditional and digital anthropological principles and deep research in order to better understand users. Application of Kellers Brand Equity model to increase customer retention through resonance.
2020
Conversion Rate Optimisation in 20 Minutes (ish)
Digital Women Live 2020 – Global (Virtual)
Think CRO is all about A/B tests? Think bigger. In just 20 minutes, learn how data, research, and smart thinking can turn more visitors into customers and why optimisation is never really done.
2018
Hidden Gold: Accessibility, QA & Device Testing
Conversion Hotel 2018 – Texel, Netherlands
Are hidden bugs and poor usability costing you conversions? In this hands-on workshop, learn how to uncover functionality and accessibility issues across real devices and prioritise what really matters. Quick wins, smart testing, and better user experiences start here.
2018
Generational Conversions: Optimising for an Ageing Population
Conversion World 2018 – Global (Virtual)
Want to convert more Boomers and Gen Xers? Start by truly understanding them.
This session reveals what older generations really need from digital experiences and how small changes in design, accessibility, and tone can unlock loyalty, trust, and serious revenue.
2018
Accessibility and Optimisation: Friends with benefits
Conversion Elite 2017 – Manchester, UK
Accessibility isn’t just the right thing to do — it’s a smart business move.
This talk uncovers how inclusive design boosts conversions, customer loyalty, and reach. From easy wins to million-pound case studies, discover why designing for everyone means winning more of the market.
2017
Functionality Testing: Getting it Right Before We Start Optimising
Digital Unleashed 2017 – London, UK
If your site isn’t working properly, your users won’t either. This session explores why functionality is the hidden root of conversion success and how unnoticed bugs, broken buttons, or poor testing could be silently costing you millions. Learn how to test smarter, catch the issues data won’t show you, and build a site that actually delivers.
2017
Hypothesize This: How Do You Find $100M of Lost Revenue Without Creating a Single Experiment?
ConversionXL Live 2017 – San Antonio, TX, USA
Think functionality testing sounds boring? Wait until you see the revenue you’re losing without it.
This talk uncovers how invisible bugs, like a single broken button, can cost thousands (or even millions) in missed conversions. You’ll learn why relying on analytics alone isn’t enough, and how real-device testing reveals the issues users won’t tell you about. Before you run your next experiment, ask: is your site actually working?
Writing, Publications & More...
Articles & Blogs
Everything I've ever written
Books
Things I've published
Podcasts & Webinars
Everything I've every recorded
Education
1998 - 2001
BSc (Hons) Computer Science: 2:1
Aberystwyth University, 2001
Dissertation: An investigation into accessibility issues concerning the Internet and human-computer interaction within the disabled community in the year 2001.
2016
Professional Web Accessibility Auditing Made Easy
The G. Raymond Chang School of Continuing Education at Toronto Metropolitan University
Issued June 2016: Credential ID: CREDLY-13260131
Skills & Expertise
User Research
Understanding real users’ needs and behaviors ensures the product is designed to solve the right problems effectively
Moderated/unmoderated interviews
Field studies
Lab testing
Diary studies
Surveys
Biometric data
Session replays
Heat mapping
Usability (UX, CX, UI)
Benchmarking and testing with real users to uncover usability issues that might be missed by businesses
Cross device heuristic evaluation and UX auditing
Designing low- to high-fidelity mockups
Testing prototypes before development
Planning and running usability tests
Analyzing test results and identifying usability issues
Iterating designs based on user feedback
Accessibility (a11y)
Accessible design ensures the product is usable by everyone, including people with disabilities, broadening reach and legal compliance
Familiarity with guidelines like WCAG, ARIA roles, and Section 508 ensures products meet legal and ethical accessibility requirements
Designing with empathy for a wide range of physical, cognitive, and situational impairments for more universally usable experiences
Testing with screen readers, keyboard navigation, and other assistive tools helps identify and fix real-world accessibility issues
Interaction Design (IxD)
Creating interactions that guide users smoothly through tasks, enhancing efficiency and satisfaction
Creating intuitive interfaces that support user goals
Ensuring consistent and predictable interactions
Designing feedback mechanisms
A/B Testing
Enabling teams to make data-backed design decisions by testing variations with real users, to improve usability and performance without guesswork
Setting up controlled experiments that are reliable with statistically valid test results
Formulating clear, testable hypotheses helps focus A/B tests on specific usability goals and expected outcomes
Understanding metrics, significance, and confidence intervals allows accurate interpretation of test outcomes
Applying CRO principles ensures tests are aligned with both user experience goals and business objectives
Analytical Thinking
Using both qualitative and quantitative data helps guide business decisions that balance organizational goals with the best possible outcomes for users
Extracting insights from analytics, heatmaps, and user behavior metrics to understand what users are doing and why.
Analyzing user interviews, feedback, and session recordings to uncover motivations, pain points, and emotional responses
Combining qualitative and quantitative findings to form actionable recommendations that support both user needs and business objectives.