EXPERTISE

With over 20 years industry experience I have a broad range of skills around developing Digital Experiences.

Business Objectives

Typical questions would be what are the goals of the project and how will we know when we have been successful?

User Research

Here we aim to figure out how users behave - understanding behaviour and empathising is crucial to designing great experiences.

Content Strategy

This ensures that information provided is current, relevant and useful for the end users.

Information Architecture

Review the structure and navigation to ensure users can accomplish tasks and find information easily.

Interaction Design

The process for focusing on creating engaging interfaces with logical behaviours and actions. It's how the user will interact with the product.

User Interface Design

The styling of the interface with a focus on maximising usability and the user experience.

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Where creativity and technology converge

I've worked on a large number of projects that have required a range of digital skills including graphic design, video/audio editing through to animation, for delivery on anything from Interactive TV, to Touch Screen kiosks, to websites and mobile phones.

Visual Design

I can generate high-quality digital graphics and animation using industry standard tools such as Adobe Photoshop CC.

Layout Design

I can design and create prototypes/mock-ups with page flows using design and interaction tools such as Hot Gloo, Figma and Axure.

Test and Iterate

Through a process of iteration corrections and improvements can be made incrementally to enhance the user experience.

Improve Existing Designs

Working with an existing UI I can make suggestions for design improvements and implement any approved changes.

Development & Implementation

I have a strong skillset in the three pillars of client side development - HTML, CSS and JavaScript - having been at the coal face of building websites for over two decades.

HTML Mark-up

HTML provides the structure, semantic meaning and content to a website or application.

CSS Styling

CSS is the paint and wallpaper to the bricks and mortar of HTML - it's how we make the interface look.

JavaScript

JavaScript enhances the interface with behaviours, interactions and effects to provide a richer user experience.

Frameworks

Frameworks provide pre-written JavaScript code for routine features and tasks for the rapid development of applications.

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CASE STUDY

BT.com Performance & UX Analysis

Overview

BT is a British multinational telecommunications company headquartered in London. It is the largest provider of fixed-line, broadband and mobile services in the UK, and also provides subscription based television and IT services.

Problem

BT.com is the online gateway to BT’s retail products but was in a poor state of health; the website looked dated, performed slowly, had a high dropout rate and was funneling majority of traffic to only one section of the site, specifically, the free email service.

I needed to understand the cause of the problems and remedy the situation so our customers were more engaged with our business.

Target Audience

Due to the nature of the product portfolio the demographics of the users is wide ranging from 'Generation Y' looking for EE mobile deals to retirees who trust the established BT brand with their broadband access. Also the 100k+ BT employees who regularly access the site.

Role and Responsibilities

I had sole responsibility of leading the research aided by a geographically dispersed team of over 30 software and platform engineers who provided domain knowledge.

My research included benchmarking performance, automated testing, real user monitoring, page insights, A/B testing, competitor analysis, manual investigation using developer tools and working with third party content providers and partners such as Opta Sports, Taboola, Outbrain and Mobify.

Scope

The work had three stages:

  1. Identify the problems that users were experiencing.
  2. Improve user experience within current limits of the platform.
  3. Outline long term strategy for further improvement.

Process

  1. Benchmark site performance in order to have clear metrics to measure against.
  2. Understand where the problems lie in both the engineering and strategy.
  3. Optimise.
  4. Test.
  5. Reiterate step 3 and 4 as required.
  6. Outline findings to senior management on what was achieved and suggestions for longer term strategy.

Outcomes

  • Authored detailed 45 page report that included strategic recommendations presented to D-level executives.
  • Saw a significant improvement in site performance with load time reduction of up to 85% on mobile.
  • Clearer, faster user experience that reduced abandonment rate by 5% and improved sales conversions.
  • Resulted in fundamental shift in business strategy around objectives of the website and funding.
  • Prompted wholesale change in direction of bt.com resulting in re-engineering of the CMS platform, content re-design and removal of all third-party advertising.
  • And on a personal note the work earned me a promotion!

ABOUT

A native of Cardiff and fluent Welsh speaker I settled back here after stints living away in England. I've been working with web technologies for the past couple of decades, 16 years of which I've been based in the beautiful surroundings of Cardiff Bay.

Growing up in Cardiff I was a keen sportsperson in my youth playing football, cricket and ice hockey, the latter of which I was most succesful having played for the well known Cardiff Devils and captained Wales.

I gave up playing ice hockey in order to pursure higher education which took me to study in Manchester and Oxford. It was during this period I spent time working at telecomunication giant BT the result of which was an offer to join the graduate scheme.

Fast forward 20 years and I've worked on all sorts of web projects whilst at BT, for both internal projects and external clients, which has taken me as far afield as Seattle with Microsoft and Malmo with Sveriges Television.

The roles taken on at BT have varied at times but in the main have always been related to UX/UI and client side development.

The hole left by giving up competetive sport at an early age was filled by visits to the gym, a trend which continues today on an almost daily basis, performing a mixture of resistant training and active cardio.

Aside from family, work and physical training my other interests include music, film and retro gaming for which I'm currently working on a side scrolling space blaster in BuildBox.

Anyway, that's enough about me! What's your story?