Freelance UX & product designer specialising in conversion-focused design. Sign-up flows, SaaS products, and user journeys built to drive action, not just look good.
Previously ran Caboodle Studio for 8 years, working across fintech, arts & culture, renewable energy, and health-tech, with clients including Visa, Mastercard, and AMEX (via EMVCo). Co-created the 3D Secure authentication UX guidelines with Ipsos, used across global card networks. Redesigned a theatre booking flow that drove a 43% increase in mobile conversions