Visualising Key Data

Problem: Axora had no shared source of truth for product data, with different teams relying on different numbers.

Solution: I built the first integrated dashboard, creating a shared source of truth used across teams and in monthly investor reporting.

Impact: More reliable data enabled faster decisions and more confident product prioritisation.

Increasing Marketplace conversion

Problem: The Drop-off data showed that the solutions pages weren't converting.

Process: Drop-off analysis and user testing showed that solution pages were text-heavy, lacked visual hierarchy and gave users no clear next step. I restructured the experience around a clearer headline, visuals, benefits, social proof and persistent CTA, then measured and refined the result.

Impact: Enquiries up 40%. More time on page, more calls booked

Scaling the Sales Team's Workflow

Problem: Following the marketplace page re-design we were getting more enquiries. More enquiries required more time from sales, and every follow-up needed an engineering ticket.

Solution: I developed a modular page template system, which sales team members could use to assemble pages themselves.

Impact: Page creation fell from around two weeks to 15 minutes, allowing sales to respond faster without relying on engineering.

Branding Marketing Assets

As Axora grew, I helped refresh the visual identity across the website and sales collateral so the brand better reflected the company it had become.

Owning & Presenting Product Work

I owned and presented product team work to the wider company, communicating the thinking behind key decisions and outcomes. The work was positively received by leadership and helped give the product team greater visibility across the business.

Helping to run industry events