Hola, I'm Bel.

Senior Product Designer specialised in driving conversion, experimentation and strategic Growth in B2C products.

London based (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 partner with Product and Analytics to define success metrics and shape roadmaps through user-centred experiments.

Pragmatic, collaborative & team-focused

I drive alignment by prototyping & testing high-impact concepts surfacing risks early and reshaping scope based on insight.

Experiment fast (with a North Star)

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