Hillarys.co.uk
As Design Lead for Hillarys product team at Code, I shape customer experiences that balance user needs with commercial goals. I build trust through insight, lead research and testing and create meaningful design outputs. Through collaboration and workshops, I drive innovation and deliver impactful, user-centred solutions that work for both the business and its customers.
Skills and Experience
Building Real Partnerships
1
I focus on building honest, high-trust relationships with clients. I make sure they know I understand their brand as well as they do, so we’re always pulling in the same direction.
Research that Actually Matters
2
I design and plan user research programmes to de-risk product decisions and transform complex user behaviors into actionable roadmap priorities.
Data-Informed Decisions
3
I use behavioral data and performance metrics to find new opportunities, validate our ideas, and make sure the product is hitting its commercial targets.
Scalable Design & Delivery
4
I oversee the full design lifecycle, from initial concepts to polished UI, while managing design systems that help the team stay consistent and move faster.
Balancing Constraints
5
I act as the bridge between user needs, technical feasibility, and business KPIs to make sure we’re shipping high-quality work on time and on budget.
Leading Collaborative Innovation
6
I facilitate workshops and collaborative sessions that bring cross-functional teams together to solve tough problems and spark new ideas.
Customer Journey Map
Research Analysis
Case study highlight #1
Homepage redesign
THE PROBLEM
Over time the Hillarys homepage had become a battleground for competing departmental priorities. Multiple teams had added their own content and requirements, leaving the page cluttered and without clear strategic direction. Getting stakeholder buy-in for change was proving difficult — everyone had a stake and no one wanted to give ground.
THE APPROACH
Rather than arguing opinion against opinion I ran a preference test comparing the existing page against a streamlined concept, using objective user data to cut through the noise and make the case for a more focused approach. The redesign reclaimed the homepage as a clear customer entry point, simplifying the messaging and surfacing the unique Hillarys service proposition.
RESULTS
+8.2%
OVERALL CONVERSION RATE
+6.9%
SAMPLE CONVERSION RATE
-3.1%
EXIT RATE REDUCTION
Case study highlight #2
Shutters Journey redesign
THE CHALLENGE
Despite being a key product, the Shutters onsite journey had been overlooked for years. The experience was confusing, the content hierarchy was unclear, and it was significantly underperforming its commercial potential.
DISCOVERY AND STRATEGY
A six-month intensive project using Day Zero workshops, moderated user testing, and iterative onsite experimentation. Rather than redesigning in one go we tested and refined throughout. The redesign introduced a new landing page to segment users by shutter type immediately, custom iconography to explain complex product differences, a stronger value proposition, and a stripped-back PDP focused on essential information.
THE RESULTS
The optimization had a massive impact on both user behavior and the bottom line:
+12.4%
USER TO LEAD CONVERSION
Through research, data analysis, and design leadership, I’ve helped Hillarys deliver experiences that delight customers and achieve measurable business results.
