UX/UI Designer at More Years, a DTC fresh dog food subscription company. Just over a year in the role. Full work/case studies behind NDA.
UX/UI Designer at More Years, a DTC fresh dog food subscription company. Just over a year in the role. Full work/case studies behind NDA.
Years is a startup in a competitive DTC subscription market. It's fast-paced and marketing-driven, with limited research capacity and significant design debt. Decisions rely on data (heatmaps, analytics, support insights) combined with experience and judgment.
I'm the primary UX-focused designer, though the role spans UI, CRO, and product thinking depending on what's needed. I work closely with developers — my technical background means I can spec precisely, review builds, and reduce handover friction. I stay close to customers through a strong relationship with the support team.
The work has ranged across conversion optimisation, new feature design, navigation and information architecture, and customer-facing tools. I've led A/B testing on high-traffic areas of the site, designed entirely new purchasing flows, and built internal systems for retention initiatives. Where possible, I've pushed for testing — often with bold variants, given the pace of the business.
Fast, but not reckless. I use data where it exists, lean on customer insight where it doesn't, and make pragmatic calls when neither is available. I care about craft, but I care more about outcomes.