Hello, hi 👋🏽
Hello, hi 👋🏽
About me💫
I'm an experience designer, currently leading conversational AI design at Vanguard Investor UK.
Over the past decade, I've worked across a range of industries, primarily on high-stakes projects where getting language 'right' isn't an option. I design solutions to complexity - with structure, rigour and prioritising the motivations of end-users with little appetite to re-read.
My experience sits at the intersection of content strategy, behavioural science and experience design. My work proves that great experience design isn't confided to copy or typefaces, but extends into the context, framing and architecture of an experience.
Outside of the 9-5, I'm passionate about circular fashion, wine and travel - including anywhere with a reliable sun:rain ratio (with the exception of my annual ski trip).
📍London, UK
Senior content designer
January 2023 - March 2026
Content designer
April 2020 - February 2022
Content designer
February 2019 - April 2020
Product . Content . Design
Product designer (content specialist)
March 2026 - Present
About me💫
I'm an experience designer, currently leading conversational AI design at Vanguard Investor UK.
Over the past decade, I've worked across a range of industries, primarily on high-stakes projects where getting language 'right' isn't an option. I design solutions to complexity - with structure, rigour and prioritising the motivations of end-users with little appetite to re-read.
My experience sits at the intersection of content strategy, behavioural science and experience design. My work proves that great experience design isn't confided to copy or typefaces, but extends into the context, framing and architecture of an experience.
Outside of the 9-5, I'm passionate about circular fashion, wine and travel - including anywhere with a reliable sun:rain ratio (with the exception of my annual ski trip).
📍London, UK
Senior content designer
January 2023 - March 2026
Content designer
April 2020 - February 2022
Content designer
February 2019 - April 2020
Product . Content . Design
Product designer (content specialist)
March 2026 - Present
About me💫
My digital content career started in 2015 during my internship for my alma matter (#Northumbria). While acting as the in-house SME of the undergraduate experience, I gained a foundational understanding of CRM and digital marketing.
Since then, my path's meandered across the third (charity), public and private sector. Over the past decade, I've focused on primarily designing and delivering strategic digital experiences that truly centre user motivations, blending empathy to drive measurable business outcomes.
Outside of the 9-5, I'm passionate about circular fashion, particularly thrifting and upcycling (Tik Tok coming soon). I'm also a passionate wine enthusiast and traveller, (usually to warmer climates, though the annual ski trip has comfortably earned its place on my calendar).
📍London, UK
Senior content designer
January 2023 - March 2026
Content designer
April 2020 - February 2022
Content designer
February 2019 - April 2020
Product . Content . Design
Product designer (content specialist)
March 2026 - Present
Recent projects 👩🏽💻
Agile, AI product discovery, backlog management, competitor and market analysis, communication strategy, CSAT evaluation, defining OKRs and success metrics, intent taxonomy design, stakeholder management, vendor evaluation, workshop facilitation
Product
Building style guides and taxonomies, Consumer Duty alignment, content design education and advocacy, content governance, content modelling, localisation, omnichannel content strategy, regulatory content frameworks, standards and change management, UX writing
Content
A/B testing, A11y, bot personality design, contributing to design systems, conversational AI design, developing user personas and stories, dialogue flow design, fallback and escalation patterns, information architecture, prototyping, usability testing
Experience
Agile, AI product discovery, backlog management, competitor and market analysis, communication strategy, CSAT evaluation, defining OKRs and success metrics, intent taxonomy design, stakeholder management, vendor evaluation, workshop facilitation
Product
Building style guides and taxonomies, Consumer Duty alignment, content design education and advocacy, content governance, content modelling, localisation, omnichannel content strategy, regulatory content frameworks, standards and change management, UX writing
Content
A/B testing, A11y, bot personality design, contributing to design systems, conversational AI design, developing user personas and stories, dialogue flow design, fallback and escalation patterns, information architecture, prototyping, usability testing
Experience
Agile, AI product discovery, backlog management, competitor and market analysis, communication strategy, CSAT evaluation, defining OKRs and success metrics, intent taxonomy design, stakeholder management, vendor evaluation, workshop facilitation
Product
Building style guides and taxonomies, Consumer Duty alignment, content design education and advocacy, content governance, content modelling, localisation, omnichannel content strategy, regulatory content frameworks, standards and change management, UX writing
Content
A/B testing, A11y, bot personality design, contributing to design systems, conversational AI design, developing user personas and stories, dialogue flow design, fallback and escalation patterns, information architecture, prototyping, usability testing