Industry leading designs for conversion-optimised websites & digital products.
We help start-ups, SaaS, and agencies scale fast with data-driven designs that deliver measurable results by boosting conversions, improving user experiences, and launching new products.
Available for Feb '25
Em-code, a CX, Innovation and AI agency, specialises in driving online performance for clients across various industries. As a key member of their performance team, I focused on designing data-driven user experience improvements to enhance conversion rates and user engagement.
I collaborated closely with performance managers, data analysts, and developers to design and implement strategic A/B tests for clients including Solmar Villa Holidays, Benenden Health, Go Ahead Trains, and Bupa. My work concentrated on optimising key user journeys, particularly on content-heavy pages such as homepages and landing pages, with a focus on improving usability, accessibility, and visual hierarchy.
By leveraging data insights, I helped clients transform their digital experiences. The solutions not only improved user interaction but also contributed to measurable business outcomes across multiple digital platforms.
Boots is one of the UK’s leading health and beauty retailers. From 2022 to 2023, I joined their mobile app team to improve conversion rates, user engagement, and overall customer satisfaction.
I worked across multiple initiatives for both iOS and Android apps, redesigning key user journeys. This included revamping digital offers, enhancing core account pages, and redefining the Advantage Card SSO journey to ensure a seamless experience across web and mobile.
My focus was on UX and UI design, creating user flows and prototypes, while collaborating closely with stakeholders and developers to bring these improvements to life.
Distrelec, one of Europe’s leading technical components distributors. I joined their Core Commerce and Self-Service team to focus on redesigning key aspects of their e-commerce platform to reduce basket abandonment and enhance user satisfaction.
Between August 2021 and January 2022, I revamped the registration process, introduced a guest checkout option, and streamlined the checkout flow. These solutions, informed by funnel analysis and user insights, led to a 6.7% increase in registration completion rates and a 1.4% uplift in checkout conversions within a single quarter.
By working closely with a multidisciplinary team, I ensured alignment between business objectives and user needs, driving measurable results, including a €4M increase in digital revenue. These improvements positioned Distrelec for sustained growth in the competitive B2B e-commerce market.
Santander Technology, part of the Santander Group, is one of the world’s largest retail and commercial banks. I joined their Channels team, working across multiple internal projects.
I led the design of a new intranet and banking portal system, replacing outdated technologies with modern, responsive solutions. As the sole designer, I managed the end-to-end design process, from user research to prototyping, ensuring the design aligned with business goals and user needs. The project aimed to enhance the user experience, simplify navigation, and ensure compliance with accessibility standards. The result was a seamless, intuitive system that significantly improved the workflow for users across Santander’s branches and contact centres.
I worked on the MVP on their authentication system for high-risk banking activities, focusing on the login, balances, and transactions screens for both desktop and mobile platforms. By conducting workshops and collaborating with cross-functional teams, I ensured the product met both regulatory requirements and user expectations. The final solution provided a secure and consistent user experience across all devices and led to the successful launch of the Santander Connect app on both Google Play and the Apple App Store.
Teams launching their first product iteration, early-stage companies searching for product-market fit, and businesses seeking ongoing design support to enhance and scale digital products.
Start-ups
Solopreneurs
Early Stage Companies
Established Brands
Agencies
Large Companies
What we do
Helping businesses launch, scale, and deliver engaging experiences through thoughtful design solutions.
User Research
Copywriting
Product Design
Web Design
Web App Design
Mobile App Design
No-code
Design Systems
Presentation Slides

+
Book a Free Intro Call with Aneeta
Discuss your goals and how tailored design solutions can drive your business forward.