Web 3.0 approach
UX Product Owner & Scrum Master Specializing in Blockchain Development

As a UX Product Owner and Scrum Master, I specialize in employing a Web 3.0 approach to platform creation. Utilizing a requirements/feature-led Kanban methodology and leveraging the power of a headless CMS, I am able to streamline the connection of APIs to existing infrastructure. My work is firmly rooted in cloud-based solutions, ensuring seamless integration and scalability.

I am a firm believer in the value of the open-source community, and I champion in-house development or collaboration with third-party entities who abide by the same best practices. This synergy guarantees a high level of functionality and robustness in the Web 3.0 platforms I help to build.

On a day-to-day basis, I lead a dedicated and versatile delivery team consisting of a UX Designer, Front-End Developer, Blockchain Developer, and a UX Copywriter. We consistently liaise with technical partners and business stakeholders to ensure alignment with the project's vision and to deliver on our user story/journey led objectives.

As a Scrum Master in the burgeoning field of Web 3.0, my key focus is on fostering an environment that encourages innovation and agile development. My team and I are committed to bridging the gap between technology and user experience, pioneering solutions that are both practical and forward-thinking.

Product Approach
UX product design approach

My team works in a fast-paced, startup environment within the wider organisation. I currently oversee 7 UX design work-streams aimed at building digital solutions to meet agreed business outcomes – for a website that received over 16 million visits in 2022.

My role calls for a high degree of flexibility, leading teams in a variety of tasks, from launching white label products and ensuring integration with existing core engineering platforms, all the way through to planning future integrations as part of a 2023 digital strategy program.

I also contribute to the overall design strategy of dot com, working closely with product owners and leadership to shape the UX product design direction; for existing products we practice Agile Scrum to iterate on existing site modules. Finding that careful balance between build quality and speed of delivery; iterating on anything and everything to make incremental improvements in a discovery, delivery, deploy,  measure process (and everything in-between, below), and a Insight—Design—Learn solutions loop.

In 2020, I originated and delivered an immersive ‘Viewing Room’ concept and transformed our auction highlights and Private Sales offering on dot com, helping to bring property to market earlier and contributing to an increase of 2.2 million users to the website (Feb-Dec 2020), including 63% new users.

In 2019, through a range of digital initiatives I reduced marketing print production by 75% by finding innovative ways to communicate with clients through automated CRM email and improved app features such as added transactional abilities and item follows.

Beyond my strategic and innovation work, I champion beautiful, simple user-centred design, focusing on the consumer first, their experience, as well as our business needs.

Data informed design
I collaborate with Digital Leadership colleagues to create and establish a new digital culture that champions data driven and client unsight led decision making. We use qualitative and quantitative data to lead our digital experience strategy.

I record analytics before, during and post event to forecast trends and adjust publishing timings, 33% of buyers are new to dot com, nearly 1/2 attracted via digital channels, we use analytics and a more in-depth screen record software to improve our UX/UI and site architecture over time.

In 2021, I worked on launching and optimising our e-commerce platform’s organic SEO ranking, following best practice guidelines and keyword search terms based on site-wide data analysis, making our e-commerce site’s performance optimised and mobile first, removing duplication, adding quality links and streamlining the site architecture to boost our search ranking.

Agile working
I have experience working in cross-functional teams using Waterfall (for first release), Agile Scrum (for sprints – 2-4 weeks) and Kanban (for continuous delivery) project management structures.

I’m currently responsible for the UX product design and content re-platforming of dot com and app, installing an iterative workflow across all work-streams, this process loop of Discovey, Delivery, Deploy, Measure contains a tried and tested 10 steps that focuses on outcomes rather then box ticking:

1. Insights & requirements gathering
User research, analytics, agreeing business requirements, competitor analysis
2. Framing ideation
How might we? Drawing up a page description diagram (PDD), agreeing project success metrics
3. Design exploration phase
Interviews, card sorting, wireframes, MVP’s, prototypes
4. Create a candidate design
A mid-fidelity design for signoff
5. Tech feasibility, accessibility and design review
6. Test & learn
User testing of prototype
7. Decision making
Agree on a design solution
8. Making it real
Production design including a definition of “done”
9. Dev hand off
Support / feedback loop
10. QA / UAT
Go / No-go and Go Live

Steps 4, 5 and 6 use an iterative learning loop of “Insight—Design—Test” using existing quantitative data, working closely with the business and our developers to iterate on our existing tokens and components.

How to build a product (UX)
Strategy, concept 

I continually refine and re-order these UX product best practice principles. Every product is different, but if something isn’t quite working as expected it can usually be traced to something critical missing in the below process. Having it written down means we can fix that, or include it for a very fast follow.   

Discovery Phase

–product charter checked
–requirements gathered
–tech feasibility investigated
–data flows mapped
–client journey mapped
–roadmap outlined
–OKRs written
–stakeholders defined
–heuristics workshop held
–peer review analysis
–‘as-is’ journeydefined
–analytics reviewed
–user personas assigned
–write user stories
–MSCW workshop held
–page description diagram ready

Delivery Phase

–design solutioning started
–user flows refined
–wireframes worked on 
–epics consulted 
–designs built
–lo-fi prototypes socialised 
–design iterated on
–lo-fi V2 socialised
–dependencies identified
–hi-fi prototypes socialised
–user tests conducted
–design iterated on (again)
–hi-fi proto socialised (again)
–production files created
–handover to developers
–developer analysis
–t-shirt sizing
–feature order re-prioritised 
–scope / release finalised
–build / test / review loop
–qa/uat on staging

Deploy Phase

–push live
–hyper care sessions held
–live fixes 


–data insights shared
–retrospective held
–learnings recorded 
–next phase planned 



British Folk Art
Design, production

Folk art has often been neglected in the story of British art, by uncovering this treasure trove of folk art objects, this exhibition asked why?

We responded by making these under valued, extraordinary and surprising works the stars of the creative. Whilst providing historical texts and explanations across a varied set of campaign materials, everything from beer mats and bunting to digital adverts and posters.

A bright, eye catching palette was used across the campaign and throughout the display, animation across a range of channels helped bring the objects to life.

Exhibition display
Design & Production management

The first exhibition to look at the relationship between the work of influential photographer and film maker William Klein, and that of Daido Moriyama, the most celebrated photographer to emerge from the Japanese Provoke movement of the 1960s.

Working with the exhibitions team we devised a look and feel for the exhibition that borrowed from American cinema graphics from the 1960s, a theme that had inspired both photographers work.