¡Hola! I'm Bel, a strategic, data-informed, user-centred Product Designer focused on solving the right problems and creating measurable impact.

Optimisation · Growth & E-commerce · London (open to contract & perm roles)

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design projects

Driving +26% YoY conversion through PDP optimisation at Holland & Barrett

Growth · Experimentation · AB testing

Coming soon

design projects

Increasing CTR by up to 66% by replatforming Sainsbury’s Groceries homepage

Vision · Cross-functional workshops · Data personalisation

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design projects

Growing sales and seasonal participation in “Favourites” from 5% to 25%

User testing · Commercial impact · Design Systems

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design projects

Improving the “Selfridges Plus” subscription journey

Interview task · Heuristic analysis

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design projects

How I got hired by delivering an end-to-end task, including defining personas and running user interviews

Interview task · Heuristic analysis · Personas

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How I approach design

User-centred, data-informed

I start with user behaviours and business metrics, using both qual research and analytics to frame the problem.

What problem are we solving?

I align early with Product on the problem, success metrics and scope before moving into solutions.

Pragmatic, collaborative & team-focused

I prototype early, share with PM/Dev, and iterate based on constraints rather than designing in isolation.

Experiment fast (with a North Star)

I use experiments and A/B testing to de-risk ideas while keeping a clear long-term direction.