Design that moves numbers, not just pixels.
Fifteen years designing complex products people use by the million — fintech, insuretech, and now global travel benefits for Mastercard. Every case study on this site ends with a measured outcome. That's the whole point.
Proof, not promises.
Six of eighteen. The rest live on the work page — every one with the outcome attached.
A shared language for behaviour: the cross-platform analytics taxonomy
Translated a legacy GA spec into a FullStory-aligned tracking convention — 449 interactions, 118 screens, one language for the whole team.
449 interactions · 118 screens Read case study →Designing entitlements at global scale
One membership page, 34 display states, every Mastercard Travel Pass programme worldwide — with zero per-issuer UI.
34 states, one system Read case study →Rethinking duration choice
Pricing psychology and a rebuilt comparison experience helped customers find better value — and cut time-on-task by 80%.
+0.71% CVR · −80% time-on-task Read case study →Design with Ant: upskilling a design team from the inside
A self-initiated series of training sessions raising the bar on craft, analytics fluency, and commercial thinking.
A named, recurring series Read case study →Scaling design at speed: adopting ShadCN
A token-driven design system built on open-source tooling that accelerated design and engineering delivery.
~30% faster implementation Read case study →Redesigning for clarity, consistency, and conversion
Re-architecting BusinessComparison.com around user intent — 10% average conversion uplift, 21% in the largest channel.
+21% CVR in largest channel Read case study →Fifteen years, four chapters.
Designing the Mastercard Travel Pass platform — lounge access, Fast Track, dining, transfers, and eSIM across card tiers and issuer configurations worldwide. Led the entitlement display system (34 states, one architecture), the MTE→MTP migration experience, and the cross-platform analytics taxonomy. Founded Design with Ant, a recurring upskilling series for the design team, and lead FullStory enablement for the wider product org.
Led product design in a cross-functional squad, embedding continuous discovery and data-informed decision-making with Optimizely and Amplitude. Shaped pricing-page strategy with data and pricing teams, driving measurable uplifts in conversion, average written premium, and satisfaction. Scaled the design system onto ShadCN and mentored junior designers.
End-to-end design across Little Loans, Business Comparison, thimbl., and Uplift Money — redesigns, rebrands, and new propositions that lifted conversion by double digits, launched a credit card brand, and helped customers genuinely understand their finances.
Designed SharePoint intranet experiences for Diageo, British Gas, JD Sports, and Burberry. Client-facing research and workshops with senior stakeholders — including the CEO of Diageo — aligning user needs with business goals across major European brands.
The toolkit.
End-to-end product design
Discovery to delivery across mobile, web, B2C and B2B — from quoting journeys to entitlement systems serving global card programmes.
Behavioural analytics
FullStory, Amplitude, and hypothesis-driven analysis. I design the instrumentation as well as the interface — taxonomy, events, dashboards.
Experimentation
A/B testing with Optimizely, comprehension testing, and pricing psychology applied transparently — anchoring, Hick's Law, counter metrics.
Design systems
Token-driven systems (ShadCN + Storybook), scalable governance, and component architectures that survive real roadmaps.
Design tooling & AI
I build the tools I wish existed — custom Figma plugins for localisation and content management, AI-assisted workflows, and a chatbot design that cut contact rate by 50%.
Enablement & mentoring
Design with Ant, FullStory training programmes, impact-measurement workshops — 17 team promotions mentored over ten years.
Who's Ant?
I'm a product designer who believes the job isn't finished at handoff — it's finished when the metric moves. Fifteen years across fintech, insuretech, and travel taught me that the best design decisions are the ones you can defend with evidence: research before pixels, instrumentation before launch, and honest counter metrics so you know when you're winning the wrong way.
I'm as comfortable in the data as I am in Figma — and when the tool I need doesn't exist, I build it. Plugins, pipelines, tracking taxonomies: whatever removes the friction between a good idea and a shipped one.
Away from the screen I'm in North Wales with my family and two dogs, Oreo and Obi — usually somewhere near a hill, a BBQ, or both.
Got something complex? Good.
I'm always happy to talk product, design, and measurement — and open to hearing about interesting problems.