With over two decades of experience as a creative, I've traversed through the realms of editorial art direction and photography, leaving my mark on publications like heat magazine and Zoo Weekly. While these chapters have been enriching, 5 years ago my journey took a transformative turn towards product design.

My fascination with problem-solving and creating intuitive user interfaces led me to transition into UX after honing my skills in UI design. Now, I thrive on simplifying complex problems into seamless user flows and crafting designs that users navigate effortlessly, informed by data-driven decisions obtained through rigorous user testing and data.

Currently, I'm fueling my passion for UX as a key member of the RCNi team, a subsidiary of the Royal College of Nursing (RCN) based in London. Here, I've played a pivotal role in conceptualizing and enhancing products that are available to over 450,000 nurses. Among my achievements, I've designed a complex portfolio platform tailored for nurses which assists them with their revalidation, brought a suite of products together in personalized dashboards, and helped nurses earn CPD with two learning platforms.

My contributions extend beyond the way our products function and look; I've also significantly enhanced the user experience by optimizing subscription funnel completion rates by a staggering 160%, thanks to insights from funnel data and user testing.

These accomplishments stand testament to my commitment to marrying functionality with aesthetics, ensuring that every interaction is a delightful experience for the user, backed by empirical evidence and informed decisions.

In essence, my journey is a testament to my unwavering dedication to crafting impactful experiences that resonate with users. As I continue to evolve in the dynamic landscape of product design, I remain driven by the belief that innovation lies at the intersection of simplicity, beauty, and user-centric design informed by thorough testing.