Cut through the digital noise

UX/UI strategy

 
 

…equal parts form and function…

 

Great UX isn’t just about looking good—it’s about creating seamless, intuitive experiences that drive engagement and loyalty. I help businesses embed UX into their core strategy, using research, insights, and design thinking to make every interaction meaningful. From defining user journeys to optimising digital products, I turn data into customer-first solutions that deliver real impact.

What I Do:

  • Turn research into strategy – Decode user behaviour to inform smarter design decisions

  • Deliver insights that drive business growth – Align UX with measurable outcomes

  • Refine and optimise digital experiences – Create seamless, high-performing user journeys

  • Balance UX investment with business goals – Ensure financial and strategic alignment

  • Craft content strategies that enhance product success – Bridge UX, storytelling, and engagement

  • Test, iterate, and improve – Optimise interfaces for usability, accessibility, and conversion

 
 

Tools & Methods

I believe research shouldn’t be locked behind a UX department. Everyone in your business should have access to insights that drive success. That’s why I’ve developed:

  • Quality Experience Score (QX Score): Benchmark your UX against competitors

  • Field Studies: Get real, bias-free insights into how customers engage

  • AB & Multivariate Testing Frameworks: A structured approach to evaluating design impact.

The UX Evolution & Core Actions

A structured approach turns UX from a nice-to-have into a business powerhouse. Here’s how I implement and embed UX within an organisation—step by step, action by action.

The UX journey follows five stages:

  1. Interested – Dipping a toe into UX

  2. Invested – Putting some skin in the game

  3. Committed – Fully onboard with UX

  4. Engaged – The whole business buys in

  5. Embedded – UX becomes second nature

And four game-changing actions:

  • Repair – Fix what’s broken

  • Standardise – Get consistency right

  • Optimise – Make what works even better

  • Differentiate – Stand out from the crowd

Featured Work

Expondo – UX/UI Strategy & Implementation

Transforming UX from an afterthought to a strategic priority. I spearheaded UX strategy and process development across the entire organisation, introducing research methods that put customer insights at the heart of decision-making. Key initiatives included:

  • Developing competitor benchmarking tools for UX performance

  • Implementing structured customer interviews and field studies

  • Establishing knowledge-sharing practices to ensure research insights informed all levels of the business.

Within 12 months, expondo evolved from being 'interested' in UX—without resources or budget—to a 'committed' company with executive buy-in, dedicated personnel, and a customer-centric approach shaping every project.

www.expondo.co.uk