Product Design
“Customer advocacy and adoption start well before design stages. Strong ideation keeps intent focused on customer needs, rather than shaped by technology alone.”
Transforming the user experience for B2B2C global e-commerce platform
As Head of UX (Product Design & Research), I was part of the Product Leadership Team that delivered the e-commerce digital transformation initiative, guiding teams through in-depth research, creative ideation, and iterative design, balancing strategic leadership with hands-on involvement. The outcome was a user-focused, data-driven redesign that improved satisfaction, increased conversion, feature adoption, and strengthened Abcam’s position as a leading global life sciences e-commerce provider.
New customer journeys across: search & browse, product areas, customer accounts, distributor purchasing, and e-commerce - basket to checkout, alongside platform branding and design systems.
Member of Product Leadership Team
x8 squads
Head of mix-discipline Product Design Team of 10
PROJECT
B2B2C global e-commerce
digital transformation
USER SESSIONS
1.6M sessions / month
REVENUE TARGET
£450M
KEY METRIC OUTCOMES
Search - PDP engagement ↑ 30%
KEY METRIC OUTCOMES
Sessions +2.8M / year
KEY METRIC OUTCOMES
Zero results ↓ 7%
UX / PRODUCT DESIGN
Product design team >10 /
mix-discipline UXD, UXR, Copy, IA,
PRODUCT DESIGN
Product & Engineering 8 squads
SEARCH
Coveo / Pimcore
ROLE
Head of UX Strategy & Design /
Executive team liaison
ROLE
Product Leadership Team /
global design & rollout
Brand direction /
stakeholder collaboration
PROJECT
‘02 Innovations’
Tech hub content
PROPOSITION
Lifestyle, trend
& business-tech
OBJECTIVE
Project showcase /
brand stories
ROLE
UX/UI Strategy
AUDIENCE
≈ 23M customer base +
Externals looking to work with O2
OUTCOMES
New O2 stories & values /
Increase in My O2 sessions
PROJECT
Customer journey & marketing
channel communications
ROLE
Head of UX & Design
OBJECTIVE
Represent customer aspirations, stories & journey relevance
COLLABORATION
Product & Marketing
ROLE
Ideation & art direction /
Customer journeys
OUTCOMES
Industry brand communications
across global markets .com / cn / jp
PROJECT
Biological AI/ML
research planner
ROLE & COLLABORATION
Head of User Experience
- AI / Data Science / UX / Product
OBJECTIVE
Rapid research - reducing experiment planning overhead
OUTCOMES
75% reduction in experiment planning / 3 weeks → 3–5 days
Improving priority customer challenges using data & emerging technology
Predictive manufacturing
& future product trends
PROJECT
Global events platform
OBJECTIVE
Increase event attendees
TARGET AUDIENCE
700K global researchers
ROLE
UX strategy &
stakeholder management
GOAL
^2,000 attendees per event
SEGMENTATION
PhD & post-doc researchers
PROJECT
Abcam pathways &
research tools app
ROLE
Head of UX & Design /
stakeholder management
OBJECTIVE
V3.0 brand update
& redesign
CUSTOMER RESEARCH
Discovery stage /
Customer journey map
ROLE
Head of UX /
UXR strategy
OUTCOMES
Key product improvements across
customer challenges & friction
CUSTOMER RESEARCH
200K site feedback repository /
interviews / surveys
UXR STRATEGY & OUTCOMES
LLM analysis -
themes / sentiment tracking /
actionable insights
OUTCOMES
Rapid research for
Product Team reviews
Right product, first time
Expanding search capability, improving efficiency and increasing relevancy
