Hi, I'm Ru.

UX Designer | Data informed, user-first digital experiences | AI-assisted product design

UX Designer based in Leeds, UK, specialising in subscription ecommerce and data-informed product design. Currently designing and optimising end-to-end customer experiences at Pure Pet Food, focusing on conversion, retention, and long-term customer value. I combine UX research, experimentation, and product thinking to solve complex behavioural and commercial problems

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Featured Projects

Explore selection of projects showcasing my approach to solve complex problems through user-centred, impactful design.

Health check-in

Helping customers adjust their dog’s feeding plan to support weight goals and subscription adherence → 2% improvement in retention.

UX research

Interaction design

Prototyping

Health check-in

Helping customers adjust their dog’s feeding plan to support weight goals and subscription adherence → 2% improvement in retention.

UX research

Interaction design

Prototyping

Clear checkout page

Redesigning the checkout flow to reduce friction and improve purchase confidence → 2% uplift in checkout conversion.

UX strategy

Conversion optimisation

Usability testing

Clear checkout page

Redesigning the checkout flow to reduce friction and improve purchase confidence → 2% uplift in checkout conversion.

UX strategy

Conversion optimisation

Usability testing

Stock locations

Digitising warehouse stock tracking and location management to improve operational efficiency and reduce manual errors in inventory movement.

System design

Field research

Workflow optimisation

Stock locations

Digitising warehouse stock tracking and location management to improve operational efficiency and reduce manual errors in inventory movement.

System design

Field research

Workflow optimisation

Flo App

Designing inclusive digital experiences that make menstruation and reproductive health education accessible for children

UX research

Product design

Prototyping

Flo App

Designing inclusive digital experiences that make menstruation and reproductive health education accessible for children

UX research

Product design

Prototyping

My Expertise

Turning insights into intuitive, accessible, and well-crafted digital experiences through a mix of research, design, and strategy.

Research & Usability

I translate user data into actionable insights that drive design decisions and measurable impact. Every finding helps shape intuitive experiences backed by evidence, not assumptions.

UX/UI Design & Development

Designing digital experiences that balance user needs, technical aspects, and business goals. From concept to code handoff, every design decision is intentional and built for scalability.

Accessibility

As a UX accessibility champion, I focus on inclusive design by embedding WCAG standards into design process. Ultimately creating experience that is accessible by everyone.

UX Strategy

Leading and executing UX strategies that align business objectives with satisfactory customer experience. Through cross-functional collaboration, every decision contributes long term success.

Since 2019, I’ve been shaping projects with longevity in mind built to stay relevant far beyond the present moment.