Evidence, not opinion.
Designing for users. Accountable to the business. Nine years at platform scale inside Flutter Entertainment and JD Group, now looking for the next Senior or Lead role, permanent or contract.
Exhibit 01JD UP, Manchester 2026
Case studies
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CASE 01
JD Sports — Main Navigation
Lead Designer · sole owner of the redesignReframed the brief from optimisation to architectural redesign. Engineering wanted an incremental nav fix; I pushed for a full IA rebuild because the underlying category structure was the actual problem. CTR from 18% to 32%. £300k+ revenue uplift across a 28-day A/B test.
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CASE 02
JD Sports — Product Customisation
Lead Designer · worked directly with the print floor and brand teamFound a confidence gap beneath a capability problem, not a design problem, a trust problem. Visited the distribution centre myself and built a brand safety framework that reached all the way to the print floor.
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CASE 03
JD Sports — Cognito: Authentication Migration
Lead Designer · platform-wide authenticationChallenged the brief before accepting its constraints. Engineering wanted a like-for-like migration; I argued the journey itself needed rebuilding first. Reset the scope conversation and sequenced delivery around customer journey criticality. Delivered without measurable drop-off.
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CASE 04
JD Sports — My Account Restructure
Leading a team of four · no Head of Design in placeIdentified a structural cause beneath a symptom-level brief while covering design leadership for the team. CS contacts dropped 12% following launch.
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CASE 05
JD Sports — Scalapay BNPL Integration
Lead Designer · negotiated directly with an external payment partnerHeld the line against a payment partner's request for default checkout prominence. Backed the position with research, not opinion, against commercial pressure to ship their version. Checkout completion and revenue both rose once the decision shipped.
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CASE 06
Paddy Power Betfair — AML & Responsible Gambling Escalation
Lead Designer · worked with the AML and compliance teamChanged my own initial design position after a workshop with the AML team surfaced the real cost of under-warning customers. Suspensions dropped 82%, reported honestly alongside a real customer cost.
Built to repeat
Developed at Flutter Entertainment by watching what actually held up under pressure, then formalised at JD Sports into a documented process and Figma system. Ten designers now work to it.
For hiring managers.
Looking for Senior and Lead Product Design roles where design has genuine influence and the work connects to real outcomes. Permanent or contract.
Open to opportunities Get in touch →- A senior or lead role with real design influence
- High-traffic products at platform scale, the kind where bad decisions hurt
- A culture that debates the problem before jumping to the solution
- North West hybrid, London two days a week (I keep a base in Watford), or fully remote
Doesn't need to tick every box, but the more it does, the better the fit.
Senior designer.
Strategic lens.
I didn't start in design. Recruitment came first, then UX, then nine years of platform-scale products across two of the UK's biggest digital businesses. The non-traditional route turned out to be useful.
More about me →Books & guides for
product designers.
Playbooks on AI, stakeholder work, and design leadership, including a first-90-days plan and hiring toolkit written from actually running a team.
Browse the library → (opens in a new tab)