Summary

Designer with 20+ years’ experience leading data-driven, accessible digital products across large-scale consumer and enterprise platforms. Proven record of improving acquisition, conversion and engagement through experimentation, optimisation and design systems. Experienced design lead across multiple squads, mentoring designers and influencing senior stakeholders to align design outcomes with commercial and customer goals in complex organisations.

Core Skills

Design Leadership

Product design leadership for complex digital platforms • User-centred and data-led design strategy • Design systems ownership and governance • Accessibility and inclusive design • Senior stakeholder leadership and expectation management

Ways of Working

End‑to‑end journeys and production‑ready UI • Documented designs with accessibility annotations and interaction notes • Insight-led experimentation and A/B testing • Developer handoff via design system components

Design Validation

Figma, ChatGPT, Claude, Contentsquare, Userzoom, Useberry, Jira, Confluence

Toolkit

Summary

Core Skills

Design Leadership

Design Validation

Ways of Working

Agile and Lean UX delivery • Continuous experimentation and optimisation • Cross-functional collaboration • Coaching, mentoring and constructive feedback

Toolkit

Figma, ChatGPT, Claude, Contentsquare, Userzoom, Useberry, Jira, Confluence

Experience

Nov 2024 - present

Nov 2024 - Present

UX/UI Designer

Virgin Media O2, London

Design lead for multiple acquisition programmes delivering upper-funnel digital journeys within a large multidisciplinary product organisation.
Lead end-to-end design delivery across squads, I act as a design escalation point, and partner closely with senior stakeholders in product, marketing, analytics and engineering to maintain delivery momentum and remove blockers.

KEY ACHIEVEMENTS

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Delivering statistically significant uplifts in lead generation and engagement through validated design improvements to key acquisition flows.

•

Mentored designers and supported consistent design quality and delivery across multiple initiatives

Design lead for multiple acquisition programmes delivering upper-funnel digital journeys within a large multidisciplinary product organisation. Lead end-to-end design delivery across squads,
I act as a design escalation point, and partner closely with senior stakeholders in product, marketing, analytics and engineering to maintain delivery momentum and remove blockers.

Design lead for multiple acquisition programmes delivering upper-funnel digital journeys within a large multidisciplinary product organisation. Lead end-to-end design delivery across squads, I act as a design escalation point, and partner closely with senior stakeholders in product, marketing, analytics and engineering to maintain delivery momentum and remove blockers.

KEY ACHIEVEMENTS

•

Delivering statistically significant uplifts in lead generation and engagement through validated design improvements to key acquisition flows.

•

Mentored designers and supported consistent design quality and delivery across multiple initiatives

Oct 2021 - Jun 2024

Senior UX Designer

Distrelec, Manchester

Led product design delivery across multiple concurrent workstreams, auditing existing experiences and leading the creation and governance of an accessible, component-based design system to drive consistency and scalability. Worked within cross-functional squads to deliver user-centred solutions that improved conversion and overall experience.

KEY ACHIEVEMENTS

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Delivered £1.8M annual revenue increase through redesigned checkout journeys.

•

Led an accessibility audit and defined and governed design system standards, ensuring consistency and developer-ready outputs across teams, including simplified UI, consolidated styles, and a roadmap to implement recommendations.

Led an accessibility audit and defined and governed design system standards, ensuring consistency and developer-ready outputs across teams, including simplified UI, consolidated styles, and a roadmap to implement recommendations.

Jun - Oct 2021

Jun 2021 - Oct 2021

UX Designer

JD Sports, Bury

Worked with product and analytics teams to review and optimise end-to-end purchase journeys, delivering user-centred and data-informed design improvements focused on reducing checkout friction and improving task completion.

KEY ACHIEVEMENTS

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Delivered a 16% increase in checkout conversion by simplifying flows, improving usability and reducing cognitive load across key steps.

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Defined and implemented a structured usability-testing approach to validate design decisions prior to release.

May - Jun 2021

May 2021 - Jun 2021

UX Designer

WEJO, Manchester

Redesigned the WEJO Studio platform with modern interaction design and iterative usability testing to improve task efficiency and user satisfaction.

KEY ACHIEVEMENTS

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Led cross-functional workshops to define shared design principles and priorities.

Redesigned the WEJO Studio platform with modern interaction design and iterative usability testing to improve task efficiency and user satisfaction.

KEY ACHIEVEMENTS

•

Improved task completion rates through validated design iterations.

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Led cross-functional workshops to define shared design principles and priorities.

•

Improved task completion rates through validated design iterations.

Jan 2020 - May 2021

Senior Product Designer

IMS.TECH, Manchester

Collaborated with external partners to customise OneApp, aligning user experience with client objectives and supporting growth for major insurance brands.

KEY ACHIEVEMENTS

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Contributed to a 38% year-on-year sales uplift through client-aligned product and UX improvements for brands including Aviva, Allianz and Zurich.

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Led user research and rapid prototyping to inform telematics-based insurance product design.

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Led user research and rapid prototyping to inform telematics-based insurance product design.

Jun - Dec 2019

UX Designer

Airtime Rewards, Manchester

Design lead for O2 brand integration, launching cross-department design workshops to align objectives and ensure outputs met each team’s goals.

KEY ACHIEVEMENTS

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Design lead for brand integration with O2.

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Design lead for O2 brand integration

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Initiated cross-departmental design workshops to align project objectives, ensuring designs met the specific goals of each team.

Nov 2018 - May 2019

UX Designer

Booking.com, Manchester

Partnered with analysts to identify and execute A/B testing opportunities that improved insurance attach rate and retention.

KEY ACHIEVEMENTS

Increased insurance attach rate and retention through data-driven iteration of checkout and product flows supported by A/B testing.

KEY ACHIEVEMENTS

•

Increased insurance attach rate and retention through data-driven iteration of checkout and product flows supported by A/B testing.

February - November 2018

Feb - Nov 2018

UX Designer

Footasylum, Rochdale

Design lead for UNLCKD, Footasylum’s customer loyalty platform, delivering a unified mobile, web and app experience to improve engagement and retention.

KEY ACHIEVEMENTS

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Led design strategy for a scalable, component-based design system, ensuring design consistency across digital products.

Sep 2016 - Jan 2018

UX Designer

Aldermore Bank, Manchester

Led design within a regulated retail banking environment, balancing compliance, accessibility and customer experience across broker and internal platforms.

KEY ACHIEVEMENTS

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Contributed to an 18% increase in deal completion following the portal redesign.

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Ran lab-based research with mortgage brokers to uncover workflow pain points and inform platform redesign.

KEY ACHIEVEMENTS

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Contributed to an 18% increase in deal completion following the portal redesign.

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Ran lab-based research with mortgage brokers to uncover workflow pain points and inform platform redesign.

Jan 2015 - Sep 2016

Head of Design

RUN2, Manchester

Directed a multidisciplinary design team delivering user-centred websites aligned with business goals and optimised for usability.

KEY ACHIEVEMENT

•

Mentored designers and established UX processes integrating discovery, analytics and experimentation to improve consistency, delivery efficiency and decision-making quality.

2000 - 2014

Earlier Career

MediTech, Concept4, UK Car Group, Airtours

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Delivered multi-channel design solutions across digital and print.

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Progressed from junior to senior roles, building strong foundations in visual communication, usability and large-scale delivery.

Toolkit

Figma, ChatGPT, Claude, Contentsquare, Userzoom, Useberry, Jira, Confluence

Experience

geddevine@hotmail.com

+44 (0) 7786 568281

Manchester