A focused approach to digital experience for ambitious ecommerce brands.

Services

A great digital experience isn't built on isolated tactics. It's built on a connected system where every part of the on-site journey works together - from arrival, to conversion, to bigger baskets, to coming back. I partner with ecommerce brands to design and run that system, combining senior strategy with the hands-on execution needed to actually ship it.

A great digital experience isn't built on isolated tactics. It's built on a connected system where every part of the on-site journey works together - from arrival, to conversion, to bigger baskets, to coming back. I partner with ecommerce brands to design and run that system, combining senior strategy with the hands-on execution needed to actually ship it.

Services

The Digital Experience System

Experience & UX

The foundation. I look at how customers actually move through your website, app and marketplace experiences - and where the journey breaks down. Audits, journey mapping, customer research and the UX work that makes the rest of the system possible.

Conversion

Turning browsers into buyers. CRO programmes, structured testing, checkout optimisation and the data work that tells us what's actually moving the needle - not what we hope is.

Basket Building & AOV

The half of the equation most ecommerce brands underinvest in. I design and ship the upsell, cross-sell, recommendation and bundling strategies that get customers spending more - without leaning on discounts that erode margin.

Personalisation & Retention

Treating customers like individuals, not segments of one. Personalisation logic, customer segmentation, returning visitor experiences and the on-site work that turns first-time buyers into long-term customers.

The Toolkit for Growth

Underneath the framework, here are the practical capabilities I bring to each engagement. Most projects lean into one or two areas; fractional engagements typically span all three.

Site, App & Marketplace Experience

UX audits and journey mapping

Information architecture and navigation

On-site merchandising

Landing page design and build

Mobile-first optimisation

App and marketplace experience reviews

CRO & Testing

A/B and multivariate testing

Heatmap and session recording analysis

Checkout flow optimisation

Test programme design

Analytics and data interpretation

AOV, Personalisation & Retention

Upsell and cross-sell strategy

Product recommendations

Bundling and gift-with-purchase

Threshold incentives and post-purchase

Customer segmentation

On-site personalisation logic

Find the right way to work together

Ways to Work

Find the right way to work together

Find the right way to work together

Ways to Work

Find the right way to work together

Find the right way to work together

Ways to Work

Find the right way to work together

FAQ’s

What kind of D2C brands do you typically work with?

Ambitious ecommerce and D2C brands - from founder-led brands scaling up, to established multi-brand retailers with mature digital teams. The common thread: brands that take their digital experience seriously and want senior expertise on conversion, basket size and retention.

What kind of D2C brands do you typically work with?

I partner with ambitious D2C founders at every stage of their journey. Whether you're an early-stage startup looking to build a foundational growth strategy from the ground up or an established brand facing the complex challenges of scaling, my approach is tailored to your specific needs. My system is most impactful for founders who are serious about building a lasting, customer-focused business, regardless of their current size.

What kind of D2C brands do you typically work with?

I partner with ambitious D2C founders at every stage of their journey. Whether you're an early-stage startup looking to build a foundational growth strategy from the ground up or an established brand facing the complex challenges of scaling, my approach is tailored to your specific needs. My system is most impactful for founders who are serious about building a lasting, customer-focused business, regardless of their current size.

Which parts of the digital experience do you cover?

The on-site and in-app journey, end to end - experience and UX, conversion (CRO and testing), basket-building and AOV, and personalisation and retention. In short, the parts that turn the traffic you've already paid for into customers who convert, spend more and come back.

Which parts of the digital experience do you cover?

The on-site and in-app journey, end to end - experience and UX, conversion (CRO and testing), basket-building and AOV, and personalisation and retention. In short, the parts that turn the traffic you've already paid for into customers who convert, spend more and come back.

Do you handle paid media, email and social too?

No - and that's deliberate. I focus on the digital experience itself: what happens once a customer reaches your site, app or marketplace listing. I'll happily work alongside your acquisition and CRM partners, but my job is making the experience they're driving traffic to actually convert.

Do you handle paid media, email and social too?

No - and that's deliberate. I focus on the digital experience itself: what happens once a customer reaches your site, app or marketplace listing. I'll happily work alongside your acquisition and CRM partners, but my job is making the experience they're driving traffic to actually convert.

Do you just advise, or do you do the hands-on work?

Both. I build the strategy and the roadmap, then do the work to ship it - running CRO programmes, designing AOV initiatives, briefing UX changes and building personalisation logic, alongside your team, agencies and developers. In digital experience, the thinking and the doing sit too close together to separate.

Do you just advise, or do you do the hands-on work?

Both. I build the strategy and the roadmap, then do the work to ship it - running CRO programmes, designing AOV initiatives, briefing UX changes and building personalisation logic, alongside your team, agencies and developers. In digital experience, the thinking and the doing sit too close together to separate.

How do you measure success?

Against the numbers that move your business: conversion rate, average order value, repeat purchase rate and lifetime value. You'll get clear, regular reporting tied to those metrics - not vanity dashboards.

How do you measure success?

Against the numbers that move your business: conversion rate, average order value, repeat purchase rate and lifetime value. You'll get clear, regular reporting tied to those metrics - not vanity dashboards.

How do we start working together?

Through one of three ways: a defined Strategic Project, an ongoing Fractional Lead partnership, or a one-off Sounding Board session. If you're not sure which fits, book a free discovery call and we'll work it out together.

How do we start working together?

Through one of three ways: a defined Strategic Project, an ongoing Fractional Lead partnership, or a one-off Sounding Board session. If you're not sure which fits, book a free discovery call and we'll work it out together.

What platforms and tools do you work across?

I work across the platforms most ecommerce brands run on - Shopify and other commerce platforms, native apps, and marketplaces like Amazon. I'm agnostic on tooling: I'll work with your existing analytics, testing and personalisation stack rather than pushing you toward mine.

What platforms and tools do you work across?

I work across the platforms most ecommerce brands run on - Shopify and other commerce platforms, native apps, and marketplaces like Amazon. I'm agnostic on tooling: I'll work with your existing analytics, testing and personalisation stack rather than pushing you toward mine.