Accomplished lead UX Strategist with the proven know-how to combine business and usability viewpoints. I have a data-informed mindset and a creative eye that helps deliver award-winning innovative solutions for clients in many complex industries such as insurance, healthcare, eCommerce, tourism, public sector and non profits. The goal is always to deliver the right information to the user at the right time.

Originally from Dublin Ireland, I moved to beautiful Vancouver in 2012 and started my career in UX. My passions include photography, movies, soccer, boxing, cycling, and above all else going on adventures with my dog Cosmo.

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Area of Expertise

  • Competitive Analysis

    Assessing not just direct competitors but also industry-adjacent solutions to uncover successful UX patterns and opportunities.

  • Analytical Analysis

    Diving into tools like GA4, Adobe Analytics, and heat mapping (Hotjar, Mouseflow) to understand user behavior, patterns, and friction points.

  • User Research

    Going beyond analytics with surveys, interviews, and other qualitative methods to capture real user needs and insights.

  • Usability Testing

    Identifying pain points and opportunities in existing products or validating new solutions through hands-on testing with target users.

  • Information Architecture

    Navigation is key to UX. Using methods like tree testing and card sorting, I ensure structures align with user expectations.

  • Personas

    Rooted in real user insights, personas guide decision-making and keep teams aligned on who they are designing for.

  • Content Strategy

    Auditing, refining, and structuring content for clarity, relevance, and action—covering everything from microcopy to content hierarchies.

  • Wireframing

    Translating research into low- to high-fidelity wireframes, allowing for rapid iteration and validation of UX solutions.

Work Experience & Education

  • UX Strategist July 2024 ~ present

    Leading user experience strategy for municipal digital services serving 650,000+ residents. Improving accessibility and engagement across city websites through user research and inclusive design practices.

  • UX Strategist July 2024 ~March 2025

    As a self-employed UX contractor, I collaborate with clients and agencies to deliver tailored user experience strategies that drive business results. Leveraging a diverse skill set in user research, design, and information architecture, I work across various industries to enhance digital products and optimize user journeys to bring flexible solutions and a deep understanding of client needs to every project.

  • Senior UX Strategist Jan 2023 ~ June 2024

    Kanopi Studios is a full service agency specializing in design and development tailored for mission-driven organizations. I collaborate with non-profits to create impactful digital solutions. My focus on strategic research and cross-disciplinary teamwork delivers engaging, accessible user interfaces that drive our mission-driven clients’ success

  • Senior UX Strategist April 2018 ~ Dec - 2022

    Appnovation is a global full-service digital consultancy specializing in the design, development, and support of engaging user experiences. As a Senior UX Strategist, I focus on providing strategic research, leading UX teams, and delivering successful products and services for clients across multiple complex industries such as healthcare, insurance, education, e-commerce and tourism.

  • Multiple UX Roles Feb 2014 - March 2018

    Best Buy is Canada's largest consumer electronics retailer with over 250 million visits to bestbuy.ca each year. I have worked in numerous senior UX roles within the e-commerce content team, focused on optimizing digital content to improve the customer experience.

  • IADT, 2005- 2010

    Bachelor (Hons) Degree in Photography from the Institute of Art, Design, and Technology in Dublin, Ireland. Graduated with first-class honors.