Lead Experience Designer
Dyson / November 2023 - Present
Responsible for defining, driving and championing the experience design vision for the MyDyson App, Beauty Category.
Empowering a team of 5 designers, helping to develop their skills as designers and professionals, while creating an inclusive and inspiring environment for the team to thrive.
Leading projects from initial ideation, planning, design through to handoff, working closely with cross functional teams and senior stakeholders.
Led the initiative of switching to a feature led model way of working now being used across the whole beauty team, allowing us to focus on innovating features that solve real problems, backed by insights to deliver faster and iteratively.
Senior UI Designer
Dyson / February 2022 - November 2023
Spearheaded the creation and implementation of Dyson’s digital design system, driving adoption across the business and ensuring design consistency.
Led multiple projects, delivering insight-led designs that balanced user needs and business objectives while pushing creative boundaries.
Partnered with senior stakeholders and innovation leaders to shape the direction of the MyDyson app and the Environmental Care category.
Championed inclusivity and accessibility as part of the Diversity & Inclusion Task Force, Accessible by Design group, and Neurodiversity Awareness group.
Mentored and managed designers in the New Product Innovation team, supporting their professional development.
Introduced Figma across the organisation, co-developing training programmes for designers, developers, and project managers.
User Experience Designer
Lands’ End / March 2019 - August 2021
Translated complex business requirements into user flows, annotated wireframes, mock-ups, and prototypes to create intuitive eCommerce experiences.
Directed the redesign of product listing, product detail, navigation, search, and checkout pages, while establishing a design system that improved brand consistency, accelerated conversion, and enhanced customer satisfaction.
Ensured accessibility standards were embedded in all digital design processes and deliverables.
Synthesised data, customer feedback, and research to continuously improve the online shopping experience.
Led the creation and rollout of a scalable design system, improving consistency and efficiency across teams.
Visual Designer
Crate and Barrel / October 2016 - March 2019
Designed and delivered engaging visual experiences across digital platforms, strengthening brand identity and customer engagement.
Partnered with agile product teams to identify design issues and implement creative, on-brand solutions.
Produced functional prototypes for usability testing, ensuring insights directly informed design improvements.
Maintained visual design standards, documentation, and specifications to ensure consistency across projects.
Collaborated with designers and developers to refine design patterns and encourage constructive team critique.
Digital Creative Intern
Lands’ End / May 2016 - August 2016
Led the design concept for a group project, delivering a gift guide-focused virtual assistant presented to senior leaders.
Contributed to creative planning, brainstorming, and brand development initiatives.
Designed and executed digital assets for the Lands’ End website, including banners and campaign landing pages.
Presented creative solutions to directors and stakeholders, aligning design direction across channels.
Art Director
Blue Devil Productions | University of Wisconsin - Stout / December 2014 - January 2016
Designed and produced creative materials across digital, print, and event campaigns, including posters, branding, banners, and signage.
Delivered multiple concurrent projects under tight deadlines while maintaining quality and brand alignment.
Created illustrations, icons, and graphic elements to support marketing campaigns and events.
Partnered with the Web Development Director to provide digital assets and maintain brand consistency online.
Provided leadership to team members, collaborating with directors to plan and execute campus events.
Education
University of Wisconsin - Stout
Degree
Bachelors of Fine Arts in Graphic Design and Interactive Media
Minor in Photography
Programs
Dutch Design Program in the Netherlands and Belgium
Organizations
Blue Devil Productions
Member and Art Director at Blue Devil Productions.
Blue Devil Productions is a student-led organization specializing in music, comedy, film, and large show managment. The organization serves as the campus-wide programming board by researching, selecting, and producing events and activities for the University of Wisconsin-Stout student body and campus community.
Pepper Magazine
Member, Designer and Contributor at Pepper Magazine.
Pepper Magazine is a student-led organization specializing in magazines and publication. The organization determines the magazines topic, content and design that is published biannually and distributed for the University of Wisconsin-Stout student body and campus community.
Certifications & Honors/Awards
Certifications
Prepare To Lead: Craft + Lead a Strategic UX Vision Intensive
Center Centre / October 2024
Neuro-Inclusion: Champion Awareness
Cognassist / June 2024
Neuro-Inclusion: Manager Awareness
Cognassist / May 2024
Certified Web Professional - Web Accessibility Specialist (CWP)
Bureau of Internet Accessibility / November 2020
Honors/Awards
AIGA Best in Show - Student
Collaboration project poster from the Dutch Design Study Abroad Program.
Packaging of the World - Design featured
McCormick rebranding packaging design was accepted and featured on Packing of the World.
The Dieline - Design featured
McCormick rebranding packaging design was accepted on the dieline.com and featured in the article "Concepts We Wish Were Real".
Skills
Tools
Figma
Sketch
Adobe XD
Adobe CC
Axure
Miro
InVision
JIRA
Confluence
UserTesting
SessionCam
Dynamic Yield
HTML / CSS
Design
Visual design
Design systems
Experience design
Product design
Interaction design
Product design
Art/creative direction
Accessibility
Low - high fidelity wireframes
Prototyping
Rapid iteration
Site mapping
Information architecture
Research
Usability & design research
Benchmarking & design auditing
Heuristic evaluations
Competitive analysis
User flow & journey mapping
Use case creation
Usability testing
A/B testing
User acceptance testing (UAT)
User interviews & user surveys
Accessibility testing
Card sorting
Collaboration
Design leadership
Design sprints
Facilitating design critiques
Design/development handoff
UX/UI strategy
Feature strategy
Product roadmapping
Cross-functional collaboration & support