I design SaaS products and run the experiments that prove they work.
Some of my recent live builds
Eight years designing products, six of them in SaaS. Most recently four years at Sendible, designing the experiments that moved trial conversion, and the state model behind a rebuild of the product’s reporting.
My selected works
- REPORTING 2.0 Rebuilding a reporting experience customers had stopped trusting Discovery across three teams, then the state model and interaction design for a system rebuilt from scratch. A ground-up rebuild of the reporting customers had stopped trusting.
- PRIMSOL When search is the whole product Three-quarters of issues were about search, in a research tool. Rebuilt around how lawyers cross-reference. Search drove three-quarters of issues; rebuilt around how lawyers cross-reference.
- VISITOR-TO-TRIAL FUNNEL Twenty experiments on one funnel Homepage, pricing, demo and sign-up over four years, plus the scoring framework the team used to decide what to test. Four years of funnel experiments, and the framework that ranked them.
- NAVIGATION & SEARCH I spent 2024 making the menu bigger, and 2026 making it smaller An information architecture decision that changed how Google read the site. One IA decision that changed how Google read the entire site.
- INSIGHTS BLOG REDESIGN Making a blog worth coming back to Conversion rate from 0.37% to 0.53%. A colour system that made a topic recognisable before you read a word. Blog conversion from 0.37% to 0.53%, on a colour system you read at a glance.
- BRAND REFRESH A refresh is ten percent drawing and ninety percent finding A new mark, and the 500-asset audit that had to happen before it could ship. A new mark — and the 500-asset audit that had to happen first.
How I work
I like data more than I like opinions.
I built the scoring framework we used to rank experiments. Its confidence scale defines level 1 as “opinion, including leadership’s”, which meant disagreements became about evidence rather than seniority.
I write the process, not just the screens.
I authored the growth-driven design process my team worked to, covering discovery through launch and post-launch review. It outlived every individual project it was written for.
I’d rather run the test than win the argument.
Some of my favourite work is the experiments that didn’t go my way, a demo page where both of my designs lost to the one I’d replaced, and a homepage test that produced no winner and a better question instead.
What it’s like working with me
A few notes from the people I’ve worked with, pulled straight from Slack.