I'm Caitlan Morton, a senior product designer with 7+ years of experience across mobile and web. I work across design, data, and delivery to create end-to-end experiences that reduce friction, preserve user intent, and drive measurable outcomes. I've led high-velocity experimentation across core e-commerce journeys, designing A/B variants informed by behavioral analytics and customer insights. My work has delivered significant revenue uplift (£1.08m) with strong regional growth, and I am passionate about scalable design systems and close collaboration with engineers and product partners to ship impactful, user-centered solutions.…

Caitlan Morton

I'm Caitlan Morton, a senior product designer with 7+ years of experience across mobile and web. I work across design, data, and delivery to create end-to-end experiences that reduce friction, preserve user intent, and drive measurable outcomes. I've led high-velocity experimentation across core e-commerce journeys, designing A/B variants informed by behavioral analytics and customer insights. My work has delivered significant revenue uplift (£1.08m) with strong regional growth, and I am passionate about scalable design systems and close collaboration with engineers and product partners to ship impactful, user-centered solutions.…

Available to hire

I’m Caitlan Morton, a senior product designer with 7+ years of experience across mobile and web. I work across design, data, and delivery to create end-to-end experiences that reduce friction, preserve user intent, and drive measurable outcomes.

I’ve led high-velocity experimentation across core e-commerce journeys, designing A/B variants informed by behavioral analytics and customer insights. My work has delivered significant revenue uplift (£1.08m) with strong regional growth, and I am passionate about scalable design systems and close collaboration with engineers and product partners to ship impactful, user-centered solutions.

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Skills

Experience Level

Web Design
Expert
Figma
Expert
Product Design
Expert
Adobe XD
Expert
Sketch
Expert
CSS
Expert
Tailwind
Expert
GA4
Expert
Framer
Intermediate

Language

English
Fluent

Work Experience

Design and Experimentation Manager at PrettyLittleThing
October 1, 2024 - Present
Led high-velocity experimentation across core e-commerce journeys. Set testing strategy, wrote hypotheses, and defined success metrics aligned to product and commercial goals. Designed A/B variants informed by behavioural analytics (ContentSquare, FullStory) and customer insight. Experiments delivered £1.08m revenue uplift, with UK growth of +39% and International +51%. Presented test outcomes and roadmap priorities to senior leadership and cross-functional stakeholders.
Senior Product Designer at PrettyLittleThing
January 1, 2024 - October 1, 2024
Owned design independently across major product features and customer journeys on web and app. Led the evolution of the PLT Design System, maintaining consistency across 11+ territories, with Figma-to-Storybook design token parity. Ran UX audits of core e-commerce journeys to surface friction and build a backlog of experimentation opportunities. Worked directly with engineers on component handoff, design tokens, and Tailwind integration.
UX Designer at PrettyLittleThing
January 1, 2019 - January 1, 2024
Designed end-to-end e-commerce journeys across discovery, PDP, cart, and checkout—from wireframe through to production UI. Sole designer on the PLT Marketplace App. Took the product from early-stage discovery to shipped MVP and contributed to A/B and multivariate tests that improved purchase completion across web and app. Created personas, journey maps, and UX documentation to support product decision-making.
Software Apprentice at Diagnostax
June 1, 2017 - October 1, 2018
Designed and maintained web forms and UI components. Supported early product design and website development work.

Education

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Qualifications

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Industry Experience

Software & Internet, Retail
    paper Product lab hub - Creator

    https://www.twine.net/signin

    Product Lab is an interactive learning platform designed to help designers think more like product designers. Instead of passively consuming content, users learn through real-world scenarios, making decisions, exploring trade-offs, and understanding the reasoning behind them. It brings together hands-on labs, structured learning, and career-focused insights to create a more practical and engaging way to grow.