Making complex products easy to use, especially where decisions matter most.
I specialise in turning data-heavy, high-stakes workflows into interfaces that are easy to understand and quick to act on. In practice, this means helping users move from “what am I looking at?” to “I know exactly what to do next” without training, friction, or guesswork.
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A little about me
I'm a Senior UX Designer currently working at Rakuten Advertising, with 8+ years' experience designing enterprise tools used by advertisers, analysts, and account teams.
My approach prioritises outcome, resulting in fewer support tickets, faster workflows, and happier, more decisive users.
Selected case studies
Natural Language Search & AI
Designed a plain-English search tool used by 1,000+ advertisers, allowing users to generate reports without needing technical knowledge.
- Reduced report creation time by 90%
- Estimated $10M annual time savings
- Removed reliance on specialist support teams
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Multi-Touch Attribution for Affiliate
Devised a system that shows how different marketing channels contribute to a sale across up to 15 interactions.
- Helped users understand complex customer journeys
- Enabled publishers to clearly demonstrate their impact
- Became a key differentiator in client pitches
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Offer Management Dashboard
Overhauled a complex and underperforming internal tool used to manage affiliate offers.
- Simplified navigation and reduced user confusion
- Lowered support ticket volume post-launch
- Freed up account managers' time from fielding queries
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Influencer Campaign Platform
Designed and delivered a full campaign management platform from concept to launch.
- Prototype ready in 5 days for early validation
- Shipped to production in 5 months
- Enabled teams to plan, track, and manage influencer campaigns in one place
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What colleagues say
“Tom hugely contributed to our project's on-time release — always available for questions, demos, and meetings when needed. His early involvement in design reviews meant issues were caught before QA, saving significant time. He also helped triage bug tickets, offering clear UX perspective on severity and priority right up to release day. I hear great feedback about Tom from development and QA teams — he's been a delight to work with.”
“I just wanted to acknowledge the work you've done taking the initiative to redesign a core feature for scalability, and coordinating across teams to leverage that into new capabilities. Keep up the great work!”