UX Researcher & CRO Specialist · Available now · UK / Remote
Every design decision
is a hypothesis.
Here's the evidence.
I help product and e-commerce teams find out why users drop off — then prove which fix actually works. Research, experimentation and analytics, run end to end.
PUBLISHED STUDIES
Selected work
Four studies — one commissioned, three run on my own initiative. Each is labelled so you know what kind of evidence sits behind it.
Reducing drop-off for users seeking social care
Every drop-off here is a person who didn't get help. An audit, analytics and two rounds of usability testing showed the problem was structural — users had intent, but no confidence or direction.
Every drop-off here is a person who didn't get help.Why the research was framed around confidence, not conversionRead the research →
Chapter two
Different industries. One investigation.
That was a commissioned engagement, with analytics access and measured outcomes. What follows was run without any of that. The context changes completely — the way I interrogate it doesn't.
Fixing a false bottom on a premium PDP
Behavioural benchmarks suggested most visitors never reach the persuasive material below the hero. Four isolated experiments, each with a defined win criterion, to test whether placement is the fix.
Closing the trust gap on second-hand retail
Warranties, verification and return protection weren't visible at the point of decision. Eight participants across two cohorts showed where trust broke down — and where reassurance needed to move.
Designing an AI companion that transforms everyday laundry
Helping people move from guesswork to confidence by turning one of the home's most overlooked appliances into a trusted AI-supported experience.
Chapter three
Every answer begins with the right question.
Most of what I know about behaviour I learned outside a research lab — running communities, watching live audiences, and being wrong often enough to stop trusting my own assumptions.
Chapter four
A case study explains the outcome. Never the conversation.
The trade-offs, the disagreements, the directions abandoned halfway — that's usually where the useful learning sits, and none of it fits on a page.
OPEN TO OPPORTUNITIES · UK / REMOTE
Got a drop-off you can't explain?
That's usually where I start. I'm open to consulting engagements, embedded product-team work, and senior UX research roles.