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I came into UX through Digital marketing, rather than design. Working in marketing, I was constantly focused on performance but I kept seeing a gap between what brands were launching and what customers actually needed. That frustration led me to dig deeper into user behaviour, analytics and conversion and I quickly realised UX was where real impact happens.

In my time at Google, I worked with many verticals across EMEA. It showed me how powerful small, data-driven UX improvements can be at scale. I learned from talented teams, clients and the wider UX & CRO community—and that ultimately led me to co-found my own consultancy, UX & Why, where I now help companies turn better user experiences into measurable growth.”

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Focus on impact, not output. It’s easy to get caught up in deliverables eg wireframes, journeys, personas —but what really matters is whether your work improves the experience and drives results.

Always ask: *what problem am I solving, and how will I measure success?*

Also, don’t wait to be “ready.” Seek feedback, find mentors, and learn by doing. Real growth comes from working on messy, real-world problems.”