
SHOWCASED PROJECT: Online printing for Staples.com
I was in charge of leading a team of 6 UI and UX designs for the biggest project for the company over a 3 year period consisting of multiple designs iterations. The business value for this new staples online printing solution was at $47 million with 900k orders per year and 12k visits per day. Opportunity for growth through traffic and conversion improvement. By redesigning this platform we could supersede an old third-party service saving the business $2 million per year. The goal was to hit 24% conversion witch was hit within a few months of release increasing overall conversion +10%.

PRODUCT DESIGNER & ADVENTURER
Like a seasoned mountaineer who surveys the entire range before choosing the best path, I approach User Experience Design with systems thinking and UX strategy—connecting dots across products, teams, and entire ecosystems at a zoomed-out, holistic level to deliver meaningful, integrated experiences. Backed by an award-winning, 16-year background spanning architecture, graphic design, and over a decade in UI/UX, I bring a deep understanding of human-centered design and finely tuned interpersonal skills that make me an invaluable asset in a business UX setting. I excel at collaborating with users, stakeholders, and developers to ensure every facet of the experience is thoughtfully crafted and strategically aligned.

PROFESSIONAL process
MY EDUCATION & KNOWLEDGE LEVEL
Master of Science (MSc)
Dublin Institute of Technology
Creative Digital Media
(Mobile & Web App Development)
First Class Honours
2012-2014
SAFe for Teams
Scaled Agile, Inc.
2019
Collaborative Information Architecture
IA Summit
2017
Leading Highly Effective UX Teams
Nielsen Norman Group
2018
WCAG Accessibility Training
In-house Training
2021
Bachelor of Science (B.Sc.)
University College Dublin
Landscape Architecture
First Class Honours
2004-2008
From Strategy to Structure
IA Summit
2017
UX Research and Design
Akendi Training & Coaching
2016
User Interface Design for the Web
The University of British Columbia
2015
Applying Cascading Style Sheets
The University of British Columbia
2015

Experience
2022-2024
Best Buy
Senior User Experience Designer IV
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Principal UX designer for the Best Buy App.
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Brought the app Store reviews from 2.2 to 4.6 and play store from 3.6 to 4.0.
2014-2017
Incognito Software
UI/UX Designer
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Designing for complex B2B technical products for clients including Digicel, Globe, Claro and Megacable.
2013-2014
Fun Laoghaire App
Principal UI/UX Designer
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Conceived and developed a GPS based mobile game app, leading it from concept to a successful launch on the App Store.
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Designed for use on the Dun Laoghaire Pier, Co. Dublin, encouraging children to stay active by exploring their surroundings to unlock games
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Ranked in top 30 in the Irish App Store.
2010-2011
Renaissance Planning
Graphic Designer / Landscape Architect
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Led graphic rebranding efforts for Renaissance Planning, redesigning website, logo, and brochures to establish a cohesive brand identity.
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Collaborated with clients to understand their needs, applying an empathetic approach to prioritise user-centered design in UX processes.
2017-2022
Staples | PNI Media
Product Design Lead
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Initially hired as the lead of the UX department and progressed to leading both the UX and UI department. Leading the design team and growing the team to 7 designers by increasing YOY conversion in this e-commerce site for example:
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Increasing sales growth in 7 consecutive periods
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Redesign of homepage increased conversion +2% which equalled to an increase of $2 million annually
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Full redesign of key user flow (document printing) with 12k visits per day that increased the conversion rate to 30% (target of 24%). Currently taking sales of $1.5 Million per week.
2014
YakPact Ltd
Principal UI/UX Designer
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Involved in the creation of a product for call centre agents designed to increase the customers Net Promoter Score by driving more effective conversations by means of gamification.
2012
Dermot Foley Landscape Architects
Graphic Designer / Landscape Architect
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I designed concept master plans and created 3D renderings, sketches, marketing and report graphics.
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Conducted research on planning applications and regulations to ensure compliance with local laws and regulations.
2009-2010
SMEC Urban Consulting Group
Graphic Designer / Landscape Architect
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Presented proposals to senior staff and clients, strengthening my empathy and problem-solving skills by understanding user needs and addressing design challenges effectively.
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Coordinated information across local, interstate, and international offices.Enhanced communication skills and built strong relationships with clients.

CONTACT ME
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