Qualifications

BSc (Hons.) in Product Design

MSc (Hons.) in Marketing

Certificate in User Experience Design: Lean Methodology

Certificate in Conversion Psychology and Online Persuasion

Certificate in UX Leadership (Nielsen Norman Group)

Education

BSc in Product Design

Studied from Sept. 2009 to June 2013, at Dublin Institute of Technology

Selected modules covered:

  • Product development

  • Engineering

  • Design and visual communication

  • Team working and presentation skills

MSc in Marketing

Studied from Sept. 2013 to Sept. 2014, at Dublin Institute of Technology

Selected modules covered:

  • Digital marketing

  • Consumer behaviour

  • Copywriting

  • Brand development

User Experience Design: Lean Methodology

Studied from June 2017 to Sept. 2017, at University of the Arts, London

Six week practical course on the fundamentals of user experience design, comprising of 12 hours of lectures and 24+ hours of coursework outside of class.

Topics covered:

  • Fundamentals of lean UX design and agile processes

  • User research techniques

  • Competitor research and site audits

  • Personas and user journeys

  • Scenarios and story boards

  • Interaction design principles

  • Sketching user interfaces

Conversion Psychology and Online Persuasion

Studied from Jan. 2018 to June 2018, at Online Dialogue

Delivered by renowned psychology expert Bart Schutz, this practical course focused on applying the theory of behavioural economics to online conversion and customer acquisition.

Guardian Masterclass: Creative Copywriting

Studied in Jan. 2019, at the Guardian

This one-day masterclass focused on advanced techniques for engaging and enticing potential customers with creative content. Delivered by Guardian writer Eddy Lawrence.

Being a UX Leader: Essential Skills for Any UX Practitioner

Studied in Dec. 2021, at Nielsen Norman Group

This week-long intensive course focused on delivering essential skills and techniques for effective UX management. Modules covered:

  • Defining leadership in UX

  • Crafting, defining and sharing vision

  • Making a business case for UX, and aligning UX to business metrics

  • Setting the stage and communicating persuasively

  • Managing stakeholders effectively

  • Implementing and responding to feedback

  • Evangelising UX

Work experience

HubSpot: Design Lead, Growth

March 2022 to present, Dublin, Ireland

In my current role as Design Lead at HubSpot, I'm responsible for delivering robust UX strategy aimed at driving new users to adopt HubSpot tools and apps. As a hybrid people manager and senior-level designer, I split my time between setting strategic direction, designing high-impact experiences, and developing a high-performing team of product designers.

  • Designed a templated onboarding experience for new HubSpot users, leading to a strong increase in Adoption of HubSpot tools

  • Led a team of product designers, delivering targeted feedback, guidance, and career coaching leading to designers being promoted to the next levels in their careers

HubSpot: Senior Content Designer, Growth

Nov. 2020 to March 2022, Dublin, Ireland

In my role as Senior Content Designer at HubSpot, I was responsible for designing persuasive, engaging and supportive content for new users adopting HubSpot's tools. Beyond my core responsibilities, I also worked as a hybrid product and content designer, being trusted to lead projects by myself and deliver both the product and content design output. As a result of my hybrid efforts, I was promoted to a Product Design Lead role after just over a year at HubSpot.

Wise: Senior Content Designer, Conversion

Sept. 2019 to Nov. 2020, London, UK

In my current role, I’m responsible for designing all content relating to conversion at TransferWise, including the primary homepages, onboarding process, and security and verification processes. I take a process-led approach to design, overseeing projects from the research phase, through design and engineering support, to testing and launch. I also support more junior content designers in the team as a role model.

  • Designed the content for the TransferWise global homepage — the company’s primary storefront, visited by millions of people every month.

  • Led a team of writers in the creation of our inclusive writing guide, now part of the TransferWise design system and used by everyone writing at the company.

  • Helped to redesign our onboarding flow, resulting in thousands more customers converting each month.

Toyota Motor Europe (Lexus): UX Writing Consultant (part-time contract)

Sept. 2019 to January 2020

Over a 5-month, part-time contract, I designed content for a new app and marketing campaign launching Lexus’ car rental service — Lexus One. Collaborating closely with the lead product designer and director for product management, I helped Lexus design and launch the new app.

Wise: Content Designer, Organic Growth

Sept. 2018 to Sept. 2019, London, UK

I started my time at TransferWise in Organic Growth, an SEO product team focused on writing, testing and launching landing pages and tools to attract customers from organic search. I helped the team to design and implement a uniquely effective process for doing this, which I’ve written about in detail on Medium. During my time there, the team became TransferWise’s highest-performing acquisition funnel — attributed to our strong content design and process.

  • Designed and launched the currency converter tool, which consistently ranks in the top of Google searches for key markets, and is visited by millions of people each month.

  • Wrote and designed the design team’s recruitment website in a week-long sprint, now a core component of our recruitment strategy.

  • Led and facilitated user research to redesign our comparison table, a powerful tool in our acquisition strategy.

IG Group: Content Designer

Sept. 2016 to Sept. 2018, London, UK

At IG, I delivered all written content in its retail trading interfaces (web, mobile, tablet, Apple Watch). I worked with designers and UX specialists to express the interactive and functional parts of IG's products in clear and intuitive ways. My influence lead to products become more clear, understandable and usable for everyone (especially important within the complicated realm of trading).

  • Defined all UX copy for IG’s web trading platform, used by more than 100,000 traders.

  • Worked with the compliance team to ensure all of IG’s UX copy was in line with industry standards and regulations.

  • Conducted robust A/B testing and research to confirm hypotheses and guarantee all content was fine for purpose.

  • Defined the content strategy for IG Formation, the company’s design system.

Numbrs Personal Finance AG

March 2015 to Sept 2016, Zürich, Switzerland

At Numbrs, I was responsible for delivering all English-language content, in both marketing and the product. I helped to define the voice of the brand for all customer touchpoints, including within Numbrs, the company's flagship iOS and Android app (the leading mobile banking app in Germany at the time). I played an instrumental role in a major rebrand of the company, with subsequent strong results in user acquisition.

  • Conducted an overhaul of text within Numbrs, Germany's leading mobile banking app.

  • Tackled low customer confidence in the app's security with the 'Control' rebrand campaign. Consequently, the app went from a 2 star rating to a 4.5 star rating in the App Store.

  • Created English copy for the Numbrs website, email marketing campaigns, App Store and Google Play descriptions and many other forms of content.

Press Up Hospitality Group: Content Marketing Executive

March 2014 to March 2015, Dublin, Ireland

At Press Up, I was responsible for devising and implementing the content strategy for brands like Bison Bar & BBQ, Captain Americas, The Clarence Hotel, The Dean Hotel, Vintage Cocktail Club and Wagamama. Through social media management, SEO, digital advertising, content marketing and email marketing, I helped to grow these brands and reach as many customers as possible.

  • Devised and implemented the digital and online strategy for The Dean Hotel, in preparation for its opening in November 2014.

  • Ran the #BisonBBQInk campaign for Bison Bar & BBQ, which involved guerilla marketing tactics and achieved an organic reach of over 500,000 unique people.

  • Devised the #CaptainsClassics content marketing campaign, which had a weekly reach of 50,000 people over several months.