Driving measurable impact
Increasing conversion and retention for finance & e-commerce enterprise SaaS products with 14 years of data-driven, user-centred Product and Service Design expertise
Increasing conversion and retention for finance & e-commerce enterprise SaaS products with 14 years of data-driven, user-centred Product and Service Design expertise
Research
Service Design
UX
UI
BP Pulse had two separate apps, 9 charging unit manufacturers with inconsistent interfaces, and non-standardised signage. I led research, service design and UX across the app, physical charging units and signage, expanding the brief beyond app consolidation to fix the full customer experience. I aligned engineering, procurement, signage and product teams throughout, and convinced the Head of Design to change the product direction based on research findings.
UX
UI
CRO
80% of Trainline customers were checking out as guests, limiting their ability to manage bookings and driving up contact centre costs. I led the design of a non-intrusive sign-in and registration system across UK and international platforms, testing multiple approaches to find interventions that increased logins without disrupting the booking flow. The result was a 59.2% increase in logged-in transactions on international mobile web and a 20% increase in registrations.
Research
UX
Vanguard sought to position itself as the low-fee investment leader by showing how small fee increases impact long-term profits. I conducted research, created personas, mapped user journeys, designed wireframes, and worked with a researcher to test designs, ensuring customers understood fee impacts and value.
Research
UX
UI
CRO
As part of a rebrand, I redesigned the global navigation, balancing conversion goals, usability, and space for future offerings. By streamlining 89 regional variations and collaborating with stakeholders, the new design boosted engagement and conversions, adding USD $1.1M revenue annually.
Head of Design at Rail Europe
I had the pleasure of working with Alison, who was part of my team for over a year and a half.
Despite numerous organisational changes and limited resources, Alison showed great professionalism and adapted quickly. I trusted her and quickly gave her important challenges to accomplish.
Beyond her excellent product and design skills, Alison consistently uses her data expertise to find effective solutions. Her teamwork and communication skills with stakeholders have strengthened our product and design exchanges, contributing to our team's success.
I highly recommend her—the next design team will be very lucky to have her.
Head of Design at BP Pulse
Alison joined my team in 2022 at a time where I needed autonomous and versatile Senior designers operating at Lead level. She has excelled in her mission, executing User Research, synthesising findings (journey maps, reports), challenging status quo, and exploring suitable solutions for the problem statement we had at the time.
I recommend Alison highly!
Principal Product Owner at CleverMover
Alison is the sort of designer that product managers dream of working with as she takes complex requirements and customer journeys and distils them down into simple and effective solutions with the focus completely on the customer and their needs.
Our mantra was 'surprise and delight the customer', which isn't easy when looking at mortgages, and regulated fact find processes in particular, but Alison rose to the challenge spectacularly, and made it look easy.
Not only would she produce a complex customer journey on demand but her personal workflow was such that she would usually have several different options available on demand allowing for instant turnaround depending on feedback from customers and decision makers.
I'd love to work with Alison again.
Head of Design at Trainline
Working with Alison has been an absolute pleasure.
From the moment she started it was obvious she was going to add value to our team - she supported in forming a successful new squad alongside Product and Engineering counterparts, championed design thinking, had a data informed opinion and put in the effort to get to know everyone and embed herself into the team culture even during remote working times.
Alison brings a wealth of knowledge, an infectious ‘get things done’ attitude and positive vibes, meaning even tackling problems with complex requirements happen in a true customer first way.
Whilst at Trainline she’s run design workshops, helped manage opportunity backlogs, completed rounds of customer testing and shipped so many cool improvements to the product.
We would gladly have her back as part of the team again in the future and she’ll be an asset to any team she joins.
Principal Software Engineer
I had the pleasure of working with Alison at Rail Europe, and I can confidently recommend her as an outstanding professional designer.
Alison is an exceptional communicator and incredibly efficient in her work. Her ability to complete tasks quickly and effectively was a significant asset to our team.
Over and above her duties as a principal designer, Alison has an expertise in conducting UX interviews with real users, and is able to quantify the financial impact of proposed changes based on these interviews. This unique combination of user insight and business acumen drove valuable improvements to our products and processes.
Any organisation would benefit from Alison's talents. She's a dedicated professional who delivers tangible results.
Strategy Director at &Us
Alison is very talented and thorough. I had the pleasure of working with her on a project to completely reimagine a digital learning platform.
The work was fast-paced, with a few levels of complexity from a UX perspective. Alison provided a knowledgeable point of view, and smart solutions, always keeping user needs front of mind, not just for our team, but for the client team too.
As lead designer, she handled the intricacies of the project easily, making my job much easier! She did all this while juggling additional, fast-turnaround client requests, and was a pleasure to work with throughout.
Alison would be a fantastic addition to any design project and I hope we’ll work together again in the future.