Turning customer insights into clear, accessible products.

Case studies

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

Fruugo · Company-wide UX

Localisation at Fruugo

From shopper trust concerns to a contextual multilingual audit, clearer typography and language controls across Fruugo.

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

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Fruugo · Merchant experience

Merchant onboarding

Shortening the application, moving integration questions to the right stage and connecting the information teams need to review new merchants.

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

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Fruugo · AI shopping

Huugo from Fruugo

Developing a technical proof of concept into a shopper-facing AI experience, with familiar interactions, front-end delivery and a scalable character identity.

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

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Personal · Home adaptation service

Accessible Trades

Creating and running a home-adaptation service across England, now used and shared internally by the MND Association.

• Product discovery
• Accessible design
• Front-end development

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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. Internal metrics and relevant public research help connect those 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 the resulting improvements across shopper and merchant products serving around 200 million Marketplace users and 120,000 merchant-portal users annually. As the primary contact, I worked with Design, Engineering and Legal to agree priorities and saw the agreed work through to completion. I used WCAG Level AA to identify barriers, drawing on my frontend experience to translate findings into practical implementation guidance and explain their impact on users.

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

Leading Fruugo’s UX team, setting design direction and acting as the main contact for UX across the business. I work with the other designers 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. Meeting weekly to share findings, support one another and maintain consistency across products.

I owned end-to-end recruitment for two roles, including maternity cover and a permanent position. I defined the roles, 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.

AI & modern workflows

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 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