Less assumption. More evidence.
Better experiences.
Hi, I’m Dee. I help organisations understand how people interact with websites, products and digital journeys – then turn that evidence into practical improvements that support usability, clarity, conversion and user experience.
Improving digital journeys through insight, strategy and practical optimisation
I bring together experience across UX, customer insight, web analytics, conversion optimisation, ecommerce, web development and digital strategy.
My work sits at the intersection of how people behave, how digital experiences perform, and how organisations can make better decisions based on evidence.
That might mean evaluating a website journey, identifying conversion barriers, improving messaging clarity, analysing behavioural data, supporting experimentation, or helping teams turn research findings into practical next steps.
I review websites, digital journeys and product experiences to identify where users may be losing clarity, confidence or momentum.
This can include journey reviews, UX audits, messaging evaluation, usability testing, competitor analysis and recommendations for improving the overall customer experience.
I use data, analytics and behavioural evidence to understand how people move through digital experiences and where improvement opportunities exist.
This helps teams move beyond opinion and make decisions based on evidence from analytics, user behaviour and real customer interactions.
I help teams improve how they use digital tools, analytics, insight and workflows to make better decisions and deliver better customer experiences.
This can include supporting process improvement, insight frameworks, AI-enabled workflows, reporting approaches and practical ways to connect strategy with implementation.
I help turn insight into practical improvements that reduce friction, improve journeys and support stronger conversion outcomes.
This can include identifying barriers, developing hypotheses, shaping test ideas, improving landing pages and helping teams prioritise what to optimise next.
With experience across WordPress, Shopify, web development, content, technical SEO and stakeholder management, I understand how digital recommendations translate into real delivery.
That practical background helps bridge the gap between insight, strategy and execution.
Selected work with measurable impact
Rapid7 Insight-Led Journey Research
Insight & UX research across cybersecurity web journeys – helping teams understand buyer behaviour, improve messaging clarity and make better experience decisions.
M&S Conversion Rate Optimisation
CRO and UX optimisation for a major UK retailer – identifying friction, shaping test ideas and connecting behavioural insight with ecommerce performance improvement.
Boojum Digital Transformation
Took a fast-casual dining brand online by launching a full Shopify ecommerce store, automated email ecosystem and supporting digital presence.