Here is a small selection of my work. Whilst it is a good representation of what I do, I recommend chatting with me so that I can talk you through the examples, allowing you to gain a better understanding of my design process.
Caravan and Motorhome Club
During my time at the Caravan and Motorhome Club I Redesigned and user tested the Caravan Cover insurance journey creating a mobile first, online optimised solution. This resulted in customers selecting a more tailored cover and being able to self-serve their policies online, which has reduced the number of calls to the contact centre by 37%
Caravan Cover Insurance Redesign – A Case Study
Project Overview
The Challenge:
The previous Caravan Cover journey was functionally limited, desktop-first, and forced high volumes of users to the contact centre for simple policy adjustments. Members couldn’t save quotes, and non-members were excluded from the digital funnel, creating a significant barrier to conversion.
The Goal:
- Modernise the UI for mobile-first users.
- Reduce operational load on the contact centre through self-service.
- Increase quote accuracy and competitiveness in the marketplace.
3. Exploration & Discovery
User Insights:
Based on extensive member research and feedback, we identified that users felt overwhelmed by the single-page quoting structure and frustrated by the lack of “save and resume” functionality.
Competitive Analysis:
To improve market competitiveness, we moved beyond the “standard vs. super” model. We introduced a new rating system that accounts for specific factors like storage location, allowing for fairer, more accurate pricing compared to industry rivals.
4. UX Design Process
Information Architecture:
I broke the monolithic journey into six digestible pages. This “chunking” strategy reduced cognitive load and allowed us to collect more detailed information upfront without increasing user drop-off.
Key Design Decisions:
- Mobile-First Approach: Optimised every input field and CTA for thumb-friendly interaction.
- The ‘Save & Retrieve’ Loop: Built a robust functional flow allowing both members and guests to pause their journey.
- Self-Service Logic: Integrated Mid-Term Adjustments (MTA) and renewals directly into the user dashboard to eliminate the need for phone calls.
- User test the journey with select customer demographic
5. Final Design (The Solution)
View the full journey here: https://www.caravanclub.co.uk/ecommerce/caravan/cover/
The final product is a sleek, multi-step insurance portal that offers:
- Three Distinct Quote Types: Market Value, New for Old, and the newly introduced ‘Paid Value’ cover.
- Streamlined Admin: Users can now add joint cover holders and stored outfits with a single click.
- Flexible Cover: Introduced optional add-ons (like overseas cover) so members only pay for what they need.
6. Impact & Learnings
The Results:
- 37% Reduction in Contact Centre Volume: The self-service features successfully shifted high-frequency, low-value tasks away from staff.
- Improved Conversion: The 6-step mobile-optimised flow increased the accuracy of final premiums and user completion rates.
- Market Positioning: The removal of mid-term cancellation charges and higher cover limits has significantly boosted the Club’s competitive edge.
Ordnance Survey
I worked at Ordnance Survey for three years as a UI Content and UX Designer. Whilst there I redeveloped the home page of the shop, remodelled the category pages, and some aspects of the product pages and checkout. I also carried out user testing for various user journeys and hierarchical site structures.
Wiggle / Chain Reaction Cycles
I was involved in customer research, creating prototypes, designs and user journeys to champion the customer whilst increasing conversion and growing both the Wiggle and Chain Reaction Cycles brands.
More about Wiggle and Chain Reaction Cycles work and examples
SSE – Scottish Southern & Electric
As a UX Designer I was involved in utilising customer insight data and UX research to help deliver SSE’s Digital vision to meet SSE’s customer needs.
More about SSE work and examples
Creative work at Smoothwall
A UX Designer roll developing consistent, clear, intuitive, user centric and verified web application UI designs for multiple development teams within an agile environment.
More about Smoothwall work and examples
Creative work at Abacus e-Media
The position as a web designer included my developing creative concepts and designing websites for blue chip clients moving from printed publications to an online CMS.
more about Abacus work and examples
Creative work for Allmaxx.de, Berlin
Whilst working for Allmaxx I was responsible for designing and working on the website and the design of all printed material that was produced.
Creative work for Carrousel Theater an der Parkaue, Berlin
As a graphic designer I created promotional material including brochures, posters, flyers, magazines and much more during the time I worked for the theatre.
Various Graphic design for entertainment industry, Berlin
Working as a graphic designer on periodicals, books, flyers, posters and brochures for theatre and concerts.
