I am a web designer and developer with over 13 years of experience building and managing websites across higher education, nonprofit, and commercial sectors.
My work spans custom WordPress development using HTML, CSS, and PHP, through to digital marketing and UX optimisation. I take a data-driven approach to web performance, using tools like Google Analytics and heat mapping to identify issues and implement improvements.
I am methodical, detail-oriented, and experienced in communicating clearly with clients at all levels. I am comfortable working independently on contained technical projects and committed to delivering measurable results.
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Improved and developed an existing website for a health and wellbeing brand, working within an established Wix environment and existing branding framework. Work focused on refining the site structure, improving user experience, and ensuring the design more effectively reflected the client’s ethos and target audience. A good example of adapting to an unfamiliar platform quickly and delivering improvements without disrupting what was already working.
Led a full strategic redesign of digit.ac.uk, a WordPress site for a University of Exeter research centre. Rebuilt the site architecture, simplified navigation, and optimised content and messaging for academic and industry audiences. Following the redesign, Google search impressions increased by 94.7%. Work included custom theme development using HTML, CSS, and PHP, alongside UX improvements informed by Google Analytics and heat mapping data.
As senior designer and partner at Archetype Design, I led website builds for several nonprofit organisations including Mokoro (an international development consultancy), Homeshare International, and Ruskin Mill Trust (both educational charities). Projects involved translating each organisation’s mission and brand into effective digital presences, delivering high-quality outcomes on tight budgets.
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Designed and built a clean, professional WordPress website for an independent counselling practice, balancing warmth and accessibility with a calm, minimal aesthetic. Handled all aspects of the build including child theme development in HTML, CSS, and PHP, ensuring full mobile optimisation and a smooth user experience. The site needed to communicate trust and professionalism to a sensitive audience – a good example of adapting design sensibility to suit the client’s specific context and user needs.
Simultaneously redeveloped exeterindex.org alongside digit.ac.uk, managing both projects independently while coordinating with academic researchers, a central web team, and external suppliers. Prioritised a greatly simplified site structure to improve navigation and reduce complexity for users. Built using WordPress with custom HTML, CSS, and PHP. The redesign was well received across the institution.
Identified and resolved a significant underperformance issue on the Defence Data Research Centre’s WordPress site - ddrc.uk. Using Google Analytics and Microsoft Clarity heat mapping, I discovered that key content was buried too deep within the site structure, causing visitor drop-off. I redesigned the landing page and repositioned the Research Hub to a more prominent location, resulting in a 42% increase in viewership. This project is a good example of my data-driven approach to diagnosing and fixing UX and performance issues without disrupting the existing site design.
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