Vicky Mills
I’m Vicky Mills, a freelance UX designer specialising in conversion rate optimisation (CRO), checkout design, and building user journeys that turn good traffic into real revenue.
About
I’m Vicky Mills, a freelance UX designer specialising in conversion rate optimisation (CRO), checkout design, and building user journeys that turn good traffic into real revenue. I help brands and agencies find where customers drop off, test what fixes the problem, and design experiences that convert—grounded in funnel analysis, behavioural economics, and UX research.
With 10+ years in design, including as Senior Product Designer at The Economist Group working on acquisition, checkout funnels and subscriber retention, I’m used to improving both the details and the end-to-end experience. I partner with teams to run A/B tests, use insights from tools like GA4 and heatmaps/session replay, and ship accessible, responsive solutions that keep improving after launch.
- 10 years' experience
- Joined October 2026
Industry experience
- Media & Entertainment
- Education
- Retail
- Software & Internet
Work experience· 6 roles
Helping e-commerce brands and agencies turn traffic into revenue. Conduct UX audits, run Conversion Rate Optimisation A/B testing, and carry out research to understand user behaviour and identify friction points—particularly across onboarding and conversion journeys.
Optimised the purchase flow, delivering 34% more people completing checkout. Led Project Blue Sky workshops to reimagine the end-to-end purchase experience. Launched onboarding to build a reading habit, increasing users who onboard read 22% more articles and were twice as likely to convert. A/B tested a refresh of the new-reader email campaign (+46% open rate, −22% unsubscribes) and contributed to the global design system.
Designed and improved digital experiences, supporting product and research activities. Conducted work focused on UX and journey improvement alongside collaboration with cross-functional teams and iterative experimentation.
Education
Certifications and awards
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