Hi! I’m Indi

I combine psychology, research and design thinking to create user-centered digital experiences.

I am a passionate user research and conversion optimisation professional with over 6 years experience in the industry, having worked for commercial and non-profit organisations. I first discovered UX when I was looking for a role which combined my love for design and psychology. I started my journey into the profession working for a digital marketing start-up, where I worked my way up to lead the user research function for the business. I currently lead Supporter Experience for Samaritans, where I work to improve the user experience for our supporters across digital journeys.

Outside of work, I love to get involved in charity work, taking part in fundraisers and setting up fundraising events. I also love art, drawing and travelling as much as I can.

User experience methods

Research and analytics

  • Usability testing

  • A/B testing

  • Surveys

  • Analytics analysis

  • Card sorting

  • User interviews

  • Prototype testing

Innovation and discovery

  • Product development sprints

  • Co-creation workshops

  • Persona creation

  • User journey mapping

  • Desk research

  • Design thinking

  • Competitor research

Design

  • Wireframe creation

  • UX copywriting

User experience toolkit

User testing

I use these user testing tools to undertake remote usability testing for UX research projects. I have the most experience with usertesting.com, using the platform to run user testing on the live website and design prototypes in my current role. The most recent user research I ran using usertesting.com was to evaluate the online shop redesign at my current place of work.

I have used Google Optimize for around 4 years now for running A/B testing, implementing webpage personalisations, and also using it to control the amount of traffic we show new website products and functionality to when a product is in beta mode. I use Tag Manager to set-up website tracking and recently implemented our new cookie consent mechanism using this tool. I use GA and Hotjar on a near daily basis, with these two tools being essential for guiding user research and optimisation efforts, as well as providing reporting. My team are currently in the process of moving to GA4 at my current workplace.

Analytics and A/B testing

Surveys

I use survey tools for user research and persona creation. I recently used Google Surveys for collecting insight from the wider population to inform a new wellbeing product design sprint I ran at my current workplace.

Design tools

To help communicate findings and suggested solutions from research, I use tools such as InDesign, MockFlow and Balsamiq to create wireframes. I currently create wireframes and pass these to our design agency to turn into high-fidelity prototypes. I am in the process of learning Figma and am keen to improve my design skills so I can better turn research findings into design solutions. You can view some of my wireframes with annotations here.

Website CMSs

I have experience working with a number of website CMSs, using Wagtail for my current workplace and Shopify for our online store. I have also used Wordpress in the past and built a website for a gas engineering firm using this CMS, where I built the website from a theme that I edited using HTML and Elementor, as well as creating the website content and undertaking SEO keyword research.

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