Client & Colleague Testimonals
What they have to say
Abi is a true game changer.
From day one, she helped lay the foundations of my new agency by establishing the right processes, structures, and principles for research and optimisation. This solid groundwork was instrumental in helping us build credibility, win clients, and ultimately led to our acquisition by a global technology consultancy.
Abi’s extensive expertise and industry experience immediately added weight to our offering. As our Director of Optimisation, she quickly earned the trust of both our team and our clients.
Her methodical approach to research consistently uncovered the real, often overlooked problems that users were experiencing on our clients’ websites and apps. Under her guidance, we were able to develop sound hypotheses, test them rigorously, and implement solutions that made a meaningful difference—enhancing user experience, increasing revenue, and fostering customer loyalty.
As an international keynote speaker in UX and optimisation, Abi brings both thought leadership and practical excellence to any team she leads. I couldn’t have asked for a better person to guide our clients, team, and business.
Without a shadow of a doubt, Abi is someone I would gladly work with again.
We worked with Abi on revamping our pricing page after we received feedback that it was confusing & cluttered.
Abi not only came in with a very well-defined scope of work, her project fee was extremely fair.
She requested access to heatmaps, session recordings, and Plausible. She reviewed everything, asked additional questions, ran her findings by us. And then delivered a 100-page PPT that helped completely revamp the way our pricing page was structured. In fact, what is live right now is an adjusted version of Abi’s design, wherein we’ve layered elements after testing them out.
Abi’s work helped reduce the bounce rate of the page, increased on-page engagement, and also the clicks on free trial buttons. I recommend Abi, without reservations. She’s the best investment you can make in your site.
I feel privileged to have had the opportunity to work with Abi over the last couple of years. The wealth of knowledge and experience that Abi has brought to us at Hotter has been a key part of delivering transformative UX improvements online.
Abi allowed us to short cut finding many functionality issues, affordability issues and bugs that, had we not worked with one of the world’s leading experts, we would have either missed or taken years to discover. Abi patiently enlightened us to allow us to fully understand the rationale behind her feedback, to see how best to shape improvements based on the insights and drove up the standards and criteria by which we evaluate ourselves.
It’s also been an absolute pleasure working with Abi all of the time and I’m sure I will again.
Working with Abi on a major rework of an online learning platform was a pleasure. Starting from the ground up, Abi was pivotal in mapping out user journeys and creating a comprehensive library of wireframe prototypes that helped us understand how best to ensure our users not only understood how to easily and quickly navigate course content, but to also encouraged them to engage with it and work towards their goals for completing the courses provided.
Abi was also responsible for scoping out a complete UX/UI and functional specification for the project, which has proven invaluable for not only our developers but our client as it provided a clear vision and expectation of how the platform should behave and perform.
It is clear from the work Abi has produced that she has formidable knowledge relating to usability of digital projects and importantly, is well acquainted with a plethora of skills to ensure a project built upon valid research and data so that a user’s requirements are met first and foremost.
Abi also provided invaluable guidance as to how best to ensure our audience converted from potential students to those enrolled on courses by using an array of optimisation techniques and behavioural psychology principles. The insights she provided have been vital in allowing us to understand our value proposition and how we can harness that to our benefit.
Not only would I highly recommend Abi’s work, she is also great to work with as well. Straight to the point, open and honest – all of which make working with her easy and efficient.
I’ve worked in partnership with Abi for around four years. During that time I observed Abi’s expertise whilst she provided UX and optimisation services for various B2B SaaS companies (including ourselves).
Abi demonstrated exceptional skill as she worked to optimise various elements of the customer journey from the home page and pricing page through to the sign-up form and the application itself with particular attention paid to delivering accessibility. Abi was able to identify issues we hadn’t previously considered which helped us (Zuko) deliver a smoother user experience and increase the conversion rates on our website.
I would unhesitantly recommend Abi for any UX, experimentation or CRO role that you may be considering her for.
I had the opportunity of working with Abi on a comprehensive CRO project, and the results were excellent. She not only conducted a deep, data-driven analysis of our website’s performance but also quickly identified key friction points that were impacting conversions.
What truly set her apart was her ability to create significantly better wireframes and crafting the right content to enhance our messaging and user experience. Her work was not only strategic but also highly executable, and delivered on time. Moreover, it is really fun to work with her.
If you need a CRO expert who can analyze, design, and optimize with both depth and agility, you’re lucky if Abi is available. Highly recommended!
Working with Abi was wonderful. I found her as someone with great expertise and deep understanding of web usability & functionality & conversion rate optimization.
Her knowledge of the field is vast and extensive bringing years of experience from working with many large ecommerce companies. She really was the driving force for the account.
Abi always came up with great ideas for testing onsite and was able to deliver on those plans despite deadline pressure. Working with Abi was an absolute pleasure and definitely deserving of a recommendation
Abi is a one of those fantastically rare contract designers who have an ability to seamlessly integrate with any team/department and deliver a fast, accurate output that is an improvement, over & above the original vision. In the consultants we hire, this skill is not always apparent in the interview – but with Abi, it certainly is in theory as well as in practice, after the hire.
On projects for the search discipline, Abi has collated and organised data and assets and designed components for various multi-market pilot initiatives aimed at expanding the reach of our sites (such as Autoglass UK, Carglass ES, Carglass SE) in relevant, long-tail search for SEO. She is also an expert in CRO and understands the fine balance with SEO & PPC. Search projects such as these were ultimately a success in helping our brands to attract high converting traffic through high rankings and have resulted in additional phases being planned across Belron group.
Additionally, no matter whether it’s ensuring a website behaves as expected through extensive and rigorous cross device functionality testing, evaluating and improving usability or optimising pages to maximise the opportunity for conversion by carrying out extensive user research, Abi has a proven track record of getting results and finding opportunities for website improvement that have often been missed. She has a very astute ability to step back from a situation and objectively evaluate and identify problems and provide solutions to them.
Essentially Abi is an incredibly valuable asset to any high performing digital team who can add both value and a strong performance uplift to the advantage of any brand websites and the fast moving digital teams in which they are created. I highly recommend her.
I have worked with Abi over a number of years on different projects involving CRO. It’s always been a pleasure to work with her. Her knowledge and experience are brilliant, she certainly knows her subject. As a conference organiser finding good speakers is crucial. As a speaker, Abi always delivers and always gets positive feedback from delegates. I would highly recommend Abi and look forward to working with her for many more years!
Abi is a great team player, very happy to get stuck in with a variety of types of activity, from design, project management and quality assurance. She has worked with my team for a number of years, and although she was a contractor for us she absolutely feels part of the team. She engages well with the team and with our stakeholders in countries across the Belron group, and can always be relied on to get the job done. I’m a big fan!
I have worked with Abi on and off for almost 15 years. She has a wealth of experience in online and mobile delivery and has always been a great asset to the teams. I recruited her into Lovefilm where she was able to create semantic markup often in aggressive timescales. Abi is very personable and is easy to get along with. She remains my first port of call for front-end development.
I have been lucky enough to use benefit from Abi’s skills several times over the last 2-3 years. Each time she has interpreted our needs skillfully and produced work that exceeded my expectations, examples of which are visible to anyone that visits our Corporate HQ.
I’ve worked with Abi on a lot of different projects. From creating online banners to very detailed and big web projects.
Her work was always very fast but with the right design elements and she always found a way to give it a nice modern twist.
She has got a very clear eye to optimize our websites for conversions and we’ve got great success.
I will recommend Abi for her design skills, knowledge of CRO, fast but detailed work but also as a nice colleague to work together with!
The main project I worked on with Abi was a re-skin of an existing internal application. This wasn’t a total rewrite but the site needed updating; namely improved security, bug fixing, small change requests and a UI refresh.
From the start, Abi’s involvement was great. We spent time going over the sites usage and then scoping out the effort involved for each page redesign. Finally agreeing on the pages that would have the greatest impact. I received a handful of mockups that gave me some options to review and I was able to provide feedback for each page redesign as well as learn some useful tips about design along the way.
All the designs created were easily implemented by the developer without the need to change the designs to fit in with the existing page functions. The process to update the UI felt simple and straightforward, allowing the team to spend more time with site development.
The final results were impressive with lots of praise from the end users.
The last years I have worked with Abi on numerous projects that required top class design skills such as A/B testing on our homepage, creating design materials for promotional campaigns and presenting our blog content in an engaging manner. Abi has also been pivotal in the redesign of our desktop and mobile website, where her skills as a digital designer and thorough understanding of usability have been paramount in creating a new and exciting look and feel.
Having worked with Abi over such a variety of projects, I can safely say that she will always produce results quickly and efficiently. Abi is a professional with a good sense of humor and I would recommend her. She has a good breadth of knowledge, understanding and skill in some of the most relevant fields in our “Online World”, that make her input into any project very valuable.
Abi has worked with AWA Digital on a number of projects involving CRO and has always proven to provide a cost effective service that has helped boost the success of our usability testing and conversion rate optimisation testing.
Abi has produced high quality design work for us which has allowed us to build and implement numerous A/B tests with speed and efficiency, and she will always go above and beyond our expectations to meet deadlines, provide valuable feedback on proposed tests and offer suggestions for further testing.
I wouldn’t hesitate to recommend Abi, the services she provides are not only useful, but thorough, considered and well executed. Her depth of experience across numerous fields (UX, CRO, cross browser / device testing, visual design and front end build) have proven useful time and time again.
Abi is a real joy to work with and produces high quality material in a fast, effective and cost-efficient manner. She has a very keen design eye combined with in-depth development knowledge and experience. I have been 100% happy with the work she has produced for me, and have found her to be both friendly and professional at all times.
Abi created code that was clean & compliant, quickly. Its only retrospectively I’ve realised how sadly rare that is! She was also a blast to work with and I miss her wonderfully irreverent humour. I’d whoeheartedly recommend working with her if you can.
I worked with Abi on a number of web projects during my time at Purestone and I can say with confidence that when she is involved in a project, it goes more smoothly. Great Planning, Better Management and a Calm Head make Abi a fantastic Web producer. She’s a really nice person too 🙂
Abi was a valuable and trusted part of the team at O2. Her skills and attention to detail were excellent, and she was a great colleague, and well respected throughout the team for the quality of her work, and her positive, professional attitude.
Abi has worked with Bitek on a number of highly agile projects, including one of our flagship products, Bitek Guardian.
Guardian is a very complicated deep packet inspection system that required a complete overhaul with regard to look and feel and usability to make it easy for users to navigate through the system to find the information they need.
Abi was paramount in the wireframing of the new user flows, creating the high fidelity designs and coding the front end of the product to reflect the user experience we she had designed and through her hard work we will soon be in a position to release the latest version of the product to our customers.
Working with Abi is very useful as she can provide a multitude of skills to a project. From wireframing, prototyping, visual design, front end build and final testing (cross device and browser) Abi is able to provide an invaluable breadth of knowledge, skills and insight into any project which I have found useful time and time again.
I highly recommended Abi, she is great fun to work with and really knows her field of expertise.
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If you’d like to find out what’s killing your conversions, you can contact Abi on LinkedIn