Experience

Ennismore

Senior Product Director
Feb 2023 - Dec 2024
[ London, UK ]

Ennismore is a collection of lifestyle hotel brands, such as 25hours, Mama Shelter, Mondrian, SO/, and The Hoxton.

I spearheaded the strategy, roadmap, and delivery for the booking engine utilised across the collection and facilitated close to €100m worth of bookings yearly.

    • Led two high-performing squads: Successfully managed two high-performing squads focused on booking engine migrations and platform enhancements.  

    • 65+ hotel migrations: Successfully executed a new migration strategy, delivering over 65 hotel booking engine migrations (70% of the portfolio) in under 10 months across multiple global regions.  

    • €67 million incremental revenue: Generated over €67 million in additional revenue and facilitated over 100,000 direct bookings in the same period.  

    • Improved customer experience and operational efficiency: Utilised user research and data analysis to identify key pain points and prioritise features that improved the customer experience and operational efficiency.  

    • 50% faster customer support: Reduced open ticket resolution time by 50% through new tools and account management improvements.

Dext

Design & Research Director
Nov 2020 - Dec 2022
[ London, UK ]

A cloud accounting platform that empowers accountants and bookkeepers with smart and forward-thinking products. At Dext, I was accountable for the Product Design and Research teams, growing the function 6 - 20 people and establishing new ways of working improving performance, team health and predictability of output.


  • / Defined strategy and drove initiatives and maturity of discipline across the organisation

    / Grew team from 8 to 20, across 5 disciplines (UX, UI, Content and User Research, DesOps)

    / Managed, coached and mentored Design Managers, with a focus on developing their leadership capabilities

    / Spearheaded Agile transformation, moving teams to sprints and integration into autonomous cross-disciplinary delivery teams

    / Stabilised team capacity and delivery resulting in a stable 7-week average storypoint completion ratio of 91%

    / Saved $49k YOY on costs through better negotiation and utilisation of tools

    / Introduced a growth-led environment with personal objectives, salary bands, skills matrix and Own Your Growth (our L&D initiatives

Florin Roebig

Product Design Consultant
Jun 2020 – Oct 2020
[ Florida, USA ]

An award-winning trial attorney helping their clients receive adequate compensation for losses that were no fault of their own. I worked with the firm to completely revamp the site and create an experience with compassion for the high-stress state prospective clients may be in when looking for legal representation.

  • / Consulted on the CRO and UX strategy for a top law firm in the US to improve their 3000+ page content marketing site

    / Proposed and successfully delivered end-to-end UX strategy that increased conversion rates by 26% on launch

    / Set out recommendations based on user research, usage and behavioural analytics, UX/CRO best practices, and testing

    / Delivered high-fidelity UX/UI prototypes and managed smooth handoff to engineering

    / Key releases: Complete IA overhaul, Static content page navigation, In-content conversion points and content recommendation modules

Spotahome

Lead UX Designer (Contract)
Aug 2019 – May 2020

[ London, UK / Madrid, Spain ]

Legal Today Networks needed support building and executing a CRO and UX strategy for a top law firm in the USA.

  • / Owned strategy and roadmap for the Lister experience design team

    / Implemented an Agile framework that resulted in increased productivity, a higher quality output, and happier designers

    / Redesigned the entire registration process from the ground up for Listers that focused on Spotahome's USP, the Home Checker.

    / Coached junior designers on stakeholder management, delivery efficiency, and navigating complex projects

    / Worked closely with the Design Director to facilitate a company-wide conversation around design, the role we play, and value we bring if mobilised effectively

Attest

Lead Product Designer
Nov 2018 – May 2019 (Contract)

[ London, UK ]

Legal Today Networks needed support building and executing a CRO and UX strategy for a top law firm in the USA.

  • / Completely reimagined the user account structure to facilitate larger enterprise customers, including the introduction of workspaces, self-service onboarding, user management, and targetted communication.

    / Successfully spearheaded a design-led approach collaborating and guiding a relatively junior team through UCD approach

    / Facilitated various activities with internal stakeholders such as expert interviews, flow mapping workshops, crazy eights, and how-might-we sessions

    / Served as the sole product designer in a squad of two front-end developers, two back-end developers, and a product manager

    / Created the first product design progression matrix used to assess the capabilities of the new design team and build individual development plans

    / Worked with the Product Director to form a product roadmap that balances team capability with commercial expectations

MVF

Head of UX & Product Design
Jun 2015 – Oct 2018

[ London, UK ]

The MVF costumer generation platform helps ambitious businesses grow by delivering high volumes of new customers.

  • / Founded the UX function and led strategy during a period of rapid org growth (150-500 employees)

    / Led and supported the engineering and design team transition to Agile way of working

    / Grew the team from 1 to 4 designers and a UX Engineer to support internal tool development and consumer facing publishing sites

    / Worked closely with both the Head of UI and Brand to establish an aligned and influential creative team

    / Nominated for 3 UX industry awards