About me

With a background in graphic design working on printed material, I moved into the field of online digital design after numerous clients asked if we "did websites"
Having worked in design agencies in Dublin, where I would switch from logos and brochures to websites and email design, I decided to move to the UK for further opportunities.

It was while working at my first job role at TUI Travel that I started to recognise the processes involved in user-centered design and I became more focused in moving these processes in the design workflow of the company. My daily tasks at TUI was to build out emails and work with developers in building out landing pages to accompany these email campaigns.

I was then headhunted for the role as Digital designer at HomeAway UK, where I joined a much larger team within an even larger organisation. From day one, I had to collaborate with various stakeholders from PMs and marketers to developers and Q/A. I continued to develop my user-centred design approach to all my work undertaken. As part of their in-house design team, I worked on building email campaigns, lead generating landing pages as well search results pages. I developed assets for social media campaigns that were used to launch new products and new brand campaigns.

From there I moved into the world of contracting, and re-joined TUI Travel, this time working within their CRM department. Day to day tasks were designing and building responsive emails and supporting the marketing team with any requests. While working on these tasks, I was asked to join a project where I oversaw the user journey of a customer using their product. This allowed me to view the product from a holistic point of view. I gave me great insights and knowledge into business led decisions that would affect design decisions and the overall customer journey across multiple channels.

After my contract ended, I quickly started another one at Photobox Ltd. This was my first experience of working within an agile environment where we would have daily stand-ups in the morning and then throughout the day we would check-in with team members and then close the day with a checkout stand-up were we would discuss the progress made on a particular project. Again, I would look after their email campaigns, this time using a dedicated EMS called Taxi for Email. This allowed me and my team to build emails using modular blocks off a pre-designed master template. One of my tasks was to rebuild this master template, so I had to collect and inventory every email design that the company currently used and investigate ways of reducing the amount of inconsistencies within each campaign. This allowed me to build design guidelines for the CRM team to use as they built new emails using the EMS. These guidelines were then bolted onto company guidelines that were built by the UX team. A lot of the content that was produced in these emails had to personalised with UGC. So, there was plenty of A/B testing of content and layouts to determine the best design and messaging.


adobe cc, Brand / Logo Design, Email Design, Illustration, Interface Design, Mobile first design, Photoshop, Problem Solving, responsive design, sketch, Usability, UX/UI, Web Design, Wireframes

Sector Experience

Branding, crm, Customer Journey, E-Commerce, Marketing, Travel, UI / UX


HomeAway UK Inc, PhotoBox, TUI Travel

Currently No Recommendations
On the web
Freelance, Temp-Perm, Part time
Elephant and Castle
Skill Level
Middleweight, Senior
English, basic French
Creativepool member since 1 March 2010