Turning customer insights into clear, accessible products.

Case studies

How research informs my design decisions, implementation and learning across 6 projects.

Fruugo · Company-wide UX

Localisation at Fruugo

Improving multilingual shopper journeys and B2B merchant tools through contextual research.

• UX research
• AI-assisted auditing
• Global product design

Outcome

Typography updates and language pickers are live across Marketplace and Merchant Portal.

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Fruugo · Optimising cookie consent

Cookie consent at Fruugo

Making cookie choices clearer through revised wording and visual hierarchy.

• A/B testing
• Behavioural analysis
• Cross-team influence

Outcome

Acceptance was 10 percentage points higher in the initial comparison, with improvement sustained after worldwide rollout.

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Fruugo · B2B merchant experience

Merchant onboarding

Simplifying B2B onboarding for merchants and the teams assessing their applications.

• B2B onboarding
• Data-informed design
• Cross-team delivery

Outcome

A complete application was observed at 8m 7s, the fastest recorded after launch. Early survey feedback rated completion effort 4.5/5.

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Fruugo · Agentic AI shopping

Huugo from Fruugo

Turning a technical proof of concept into a conversational shopping experience.

• UX research & design
• Front-end implementation
• AI creative workflows

Outcome

Launched with 1,302 opened conversations and 481 engaged conversations in early reporting.

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Personal · Home adaptation service

Accessible Trades

Helping people find home-adaptation companies and prepare their next steps.

• Product discovery
• Accessible design
• Full-stack delivery

Outcome

240 evidence-supported listings as of October 2026, with the service used and shared internally by the MND Association.

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Personal · Group walking service

NextRamble

Helping walking groups compare proposals, vote and confirm their next outing.

• Product strategy
• Inclusive design
• AI-assisted delivery

Outcome

Launched a working group-planning service; evaluation through real outings is the next step.

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User research & insights

I combine quantitative and qualitative research to understand where people struggle and which problems need our attention. GA4 helps me investigate journeys and drop-off points, while Hotjar recordings and heatmaps show how people interact with the interface.

I use surveys and interviews with B2B and B2C users to understand the reasons behind that behaviour. Designing an employer-facing applicant tracking system (ATS) alongside candidate application journeys taught me to consider how administrative decisions affect the external experience. I connect user findings with business and operational needs.

I use Opportunity Solution Trees (OSTs) to involve colleagues from across the organisation in discovery. We connect evidence with opportunities and explore several possible solutions before agreeing what to investigate and test.

I also use production A/B testing and Maze to explore design changes. My Maze work includes internal checkout testing. After release, I review behaviour and feedback to understand what changed and where more work is needed.

Accessibility & systems

I owned Fruugo's company-wide accessibility audit and coordinated improvements across shopper and merchant products for a marketplace reporting 300 million website visits in 2025, across 40+ countries. As the primary contact, I brought Design, Engineering and Legal together to prioritise barriers against WCAG Level AA and saw the agreed work through to completion, supporting European Accessibility Act readiness. My frontend experience helped me turn findings into practical implementation guidance, connecting technical changes with their impact on users.

At Incommunities, I created a shared design system across internal housing applications used by Legal, Finance, Customer Service and other teams. I redesigned and developed interfaces for desktop, tablet and mobile, preserving familiar workflows while replacing inconsistent Bootstrap themes. This enabled staff to update systems away from the office.

I own Fruugo's Figma library, which I created with reusable components, interaction patterns, documentation and multilingual prototypes. I work with frontend developers to align it with React components in Storybook, and review implementations with the other designers.

Internal and external designers use the library to build realistic prototypes without recreating established patterns for each project. I maintain it as requirements change, including flexible slots where components need to accommodate different content.

I also standardised iconography using Google Material Symbols, replacing several separate libraries with a shared set across Marketplace and merchant tools. Clear labels, keyboard interaction, visible focus and feedback remain part of how we use those components.

Leadership & collaboration

I lead design across Fruugo's B2B merchant software and consumer facing marketplace, setting design direction and acting as the main contact for UX across the business. I work with colleagues and external partners to keep our products aligned with a shared design language.

I worked with Product to introduce embedded designers into the Shop, Retailer and Onboarding teams. This gave each product team a named design contact involved in its day-to-day work. We meet weekly to share findings, support one another and maintain consistency across products.

I have owned end-to-end recruitment for design roles within the team, including maternity cover and permanent positions. I defined role requirements, worked with HR and recruitment on shortlisting, and interviewed candidates alongside my own delivery work. I then handled onboarding, including software access, product context and a clear route to support.

I also helped reshape a colleague's role to support their progression into a lead position, reflecting the responsibility they had taken on and the expectations of the business.

Mentoring is part of how I work day to day. During our move from Adobe XD to Figma, I shared what I had learned about the tools and frontend implementation. I also helped designers apply atomic design so they could work confidently with reusable components.

For a recent CTA update across Marketplace and the Merchant Portal, another designer and I agreed the shared approach. She then owned the Marketplace research and design changes across the affected pages. This let us improve consistency across products while giving her ownership of a substantial piece of work.

Technical skills

I use AI to explore ideas, prototype interfaces and reduce repetitive work. For Huugo, Fruugo's AI shopping assistant, this helped me move from initial design into frontend implementation and create a reusable workflow for character variants and campaign assets.

I developed a repeatable workflow for SaaS-style product videos, combining AI-assisted production with screen recordings made in Recordly. This lets me produce videos independently with a short turnaround, bringing together work that would typically involve several contributors. I applied the workflow to create a product video for Accessible Trades.

I give these workflows clear constraints and review the output against the user need. The aim is to make useful approaches repeatable for the wider team, while keeping design decisions and implementation quality under our control.

Read the Huugo case study

See the Accessible Trades video workflow