Hi! I'm Freya, a Product Designer
I have 8 years of experience, the last four spent on complex B2B financial products.
I look for what's getting in the way: the upstream bottleneck, the adoption gap nobody planned for, the missing feedback loop. I constantly work to ensure I can build products that are not only better for the user, but better for the business.
Selected work
Case studies
Dashboard that secured a multi-million dollar contract renewal and unlocked further client sales
The brief was to improve the UI. Research revealed the real problem was a broken workflow between consultants and their clients.
- Designs used to win a Rolls Royce contract before the product was built
- Multi-million dollar contract renewed on the strength of those designs
- Product white-labelled and sold to additional clients
- Development bottleneck identified and removed
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Research programme that redirected a product strategy and identified and validated a greenfield opportunity
Moody's had a plan for a new market. Research showed it wouldn't gain adoption and pointed to something more valuable.
- 1,600+ findings across 30 interviews
- 1 greenfield opportunity identified and validated
- 6 innovation areas with validated concept directions
- Product strategy pivoted based on evidence
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End-to-end redesign that resolved a trust problem driving low pledge completions for Protect Our Winters
POW thought they had a form problem. Research showed users weren't reaching the form.
- 80% homepage bounce rate diagnosed and addressed
- Website still live today
- Support requests reduced
- End-to-end research and redesign in 6 weeks
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