I’m Mary Crichton, a strategic, user-obsessed product designer based in Lisbon with a background in psychology and 5+ years’ experience transforming digital products across finance, hospitality and tech. My work has driven 30%+ conversion gains and 220% more bookings for clients, and I approach every project with structured thinking, continuous discovery, and a hands-on delivery mindset.
I lead UX strategy, information architecture, visual design, and cross-functional collaboration—from initial research to delivery. I partner closely with stakeholders and developers to align UX decisions with business goals while keeping the user at the center, delivering measurable impact and a compelling brand experience.
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Industry Experience
Designed and launched a high-impact eCommerce website for MishMash, a clothing label founded by a renowned influencer with over 1M followers, ensuring a seamless, mobile-first experience that reflected the bold, creative identity of the brand.
Actions
• Designed and customised a Shopify theme to reflect the brand’s aesthetic and tone.
• Developed responsive layouts with bespoke styling for desktop and mobile.
• Integrated product videos and optimised the user flow for selecting variants.
• Styled Klaviyo forms to support email capture and retention.
• Standardised button and cart styling across all devices.
• Troubleshot payment integration issues including Apple Pay visibility on Chrome.
Results
• 3 products sold out faster than expected following launch.
• Received positive customer feedback on the site’s experience and clarity.
• Delivered a cohesive and premium eCommerce presence that built trust with the influencer’s audience.
Petworth Festival, one of the UK’s leading arts festivals, needed a full redesign of its website to improve usability, modernise the look and feel, and give the internal team more autonomy over content management.
Key Activities
• Designed and built a new website on Squarespace, integrating festival branding and seasonal campaigns.
• Created a streamlined information architecture to simplify event discovery and ticket booking.
• Developed custom-coded features including rotating event cards, “Sold Out / Selling Fast” badges, and mobile-optimised archive pages.
• Produced SEO titles and meta descriptions across the site to boost visibility.
• Delivered training and documentation to enable the Petworth team to manage ongoing updates in-house.
Results (so far)
• Within one month of launch, 9 events sold out — the fastest ticket sales in the festival’s history.
• Successful launch of the 2025 Literary Festival campaign with positive audience feedback.
• Dramatically improved site usability and visual consistency across devices.
• Increased independence for the internal team — enabling future updates without external developer support.
• Established a long-term support structure for ongoing festival cycles.
AFME brought me on board to lead the transformation of their website into a dynamic, user-friendly platform that reflects their brand identity and engages their target audience effectively.
The goal of the redesign was to improve sales for the online marketplace.
I managed the project right from initiation to final delivery, including product review, competitive benchmarking, wireframing, user research and design.
Led a UX review to address declining conversion rates, conducting user research, benchmarking, and product testing. Designed and prototyped an improved form, working with developers and stakeholders to deliver a streamlined, user-focused digital experience aligned with business goals.
Revamped the outdated website to improve user experience and enable online bookings, addressing lost revenue and ensuring the site reflected the hotel’s unique charm.
I delivered a modern, user-friendly platform to boost booking numbers and elevate the brand’s online presence.
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