Principal UX Designer, London
I turn complex problems into products people can use. I also enable the designers around me to grow.
Most recently, I led UX strategy and delivery for 3 greenfield data platforms at LSEG, in partnership with Microsoft. Before that, I built and led a design team of 10 across 4 time zones.
across 4 time zones and coached 3 to promotion
for building a data product by replacing manual Excel workflows with a new platform
with +116% time spent and +161% sessions per user
Building a data product was slow, manual and easy to get wrong, because nothing checked the rules. I led the design of a platform that applies them as people build, so products stay compliant and take 1–2 days instead of months.
Read case study: Taking data products out of spreadsheets and into a platform (password required)Copy Astrid’s email
Customers wanted data from several sources as one entry, and matching it took specialists. Through 35 interviews and 30 Jobs to be Done sessions, we defined the product, and I designed the MVP.
Case study coming soon
How I grew the employee-experience design team from 2 to 10 across 4 time zones, coached 3 designers to promotion, and what we did for the intranet along the way.
Case study coming soon
Most members opened the Secret Escapes app for inspiration, but the home screen was a long list of deals. I redesigned it around browsing, and the apps grew their share of margin by 84%.
Case study coming soon
I start with the people who use the product and the teams around it, so the work begins with their goals.
I design the best journey first, so the team can choose technology that fits how people work.
I cut a flow to the smallest version people can test from start to finish, so we learn before we build.
I build teams that can do the work without me, and I help each designer grow into their next role.
Part 1 Design Bootcamp
How to plan and prepare an interactive session, from setting the goal to choosing who joins.
7 min read
Read on Design Bootcamp: 12 steps to design a successful remote workshop (opens Medium)Part 2 UX Planet
How to lead the session itself, starting with why you need a co-facilitator.
7 min read
Read on UX Planet: 11 steps to facilitate a successful remote workshop (opens UX Planet)Contact
If you have a complex product that people should find easy to use, I’d like to hear about it.
