About
Hi, I'm Emma, a problem-solving freelance product designer
Background
Having worked across a breadth of industries, from both in-house and agency perspectives, I've developed a fascination with uncovering and solving user problems wherever they appear. I come from a graphic design background, with a lifelong passion for painting and drawing, and it still shapes how I think about layout, hierarchy and craft today.
I'm empathetic and detail-oriented, with a genuine interest in identifying what people actually need, beyond what they say they want. I'm a pixel-perfectionist at heart: I believe every design decision should be intentional, and I'm always happy to explain the "why" behind a "what".
Today I work as a freelance digital designer, partnering with both startups and established brands on product design, UX research and design systems, bringing 10+ years of cross-industry experience to the table.
For the last few years, that's meant specialising in health and wellbeing, most recently with Béa Fertility and The Lowdown, two brilliant brands doing important work in women's health. I'd love to continue working in women's health, but also have a keen interest in any project using design to help people live healthier, happier lives. At the core of it, my goal is simple: to have a positive impact on the world, one pixel at a time (sound corny? Yes. But I'm running with it).
How I work
My process
There's no "one size fits all" process for designing great products, and it's almost never linear. But these are the six stages I move through, looping back whenever the work demands it.
Discover
Qualitative and quantitative research, journey mapping and competitor analysis: user interviews, surveys and data help build a real picture of the problem before I try to solve it.
Define
Identifying problem areas, prioritising findings and planning next steps, usually through collaborative workshops with stakeholders to surface what's already known and agree what matters most.
Ideate
Cross-functional collaboration with engineers and product to generate concepts, using low-fidelity, pen-and-paper methods to stay focused on the user rather than the pixels, for now.
Design
My favourite part: wireframing, testing, iterating and refining, with clear annotation and documentation so the reasoning behind each decision is easy to follow.
Build
Close collaboration with engineers through delivery: clear specs, documented states, and the strategic compromises every real build eventually needs.
Launch
Treating launch as the start of the next cycle: tracking performance, validating (or challenging) the original hypotheses, and feeding what's learned back in.
Brands I've worked with
