Case studies
Selected work showing how I move between product craft, experimentation, strategy and content systems. Each case study separates my contribution from the wider team outcome.
From bespoke campaigns to a self-serve content system
Result: Estimated 30–50% reduction in campaign cycle time and effort.
Problem: Campaign delivery depended on manual work, unclear handovers and engineering support across six teams.
Personalising Home around users' financial goals
Result: +80% engagement with Improve content.
Problem: ClearScore had clear user segments, but Home did not translate them into a coherent content experience.
Making income verification understandable
Result: Rolled out to all UK Loans users.
Problem: Income-verified offers carried a trust signal users could not see, and it could not be mistaken for pre-approval.
Rebuilding ClearSaver around trust and control
Result: Account-linking conversion rose from 11% to 22%.
Problem: A two-page Open Banking journey lost roughly half of users at each stage.
30–50% time saved
Reduced campaign cycle time and effort through repeatable delivery, templates and Contentful workflows.
2x conversion
Doubled Open Banking account linking conversion by rebuilding the journey around trust, privacy and control.
+£40k monthly revenue
After redesigning a loan offer tile to make further information easier to find.
How I work
Most of my work sits where compliance, commercial goals and user needs collide. I get through it with evidence rather than opinion. I try to leave behind a system or process so other people can pick up, adopting a service design approach.
Start with evidence
I'd rather test a hypothesis than win an argument about wording. Research and behavioural data decide what gets delivered, including when they tell me I was wrong.
Design the whole journey
Copy fails when it ignores what came before it or doesn't take into context the end to end journey. I work across states, channels and touchpoints, not just the sentence in front of me.
Make quality repeatable
I build patterns, governance and tools so quality work does not just depend on me. I focus on creating systems and processes that empower teams at scale.