I'M
hayley smyth.
HEAD OF DIGITAL WITH AN EXTENSIVE BACKGROUND IN UX/UI
PERSONAL STATEMENT
I have over 16 years of experience working with multi and omni channel businesses such as dwell, Bathstore, Wickes, Tesco and Argos. I'm highly motivated, results-focused, adaptable and a great communicator with a proven track record of leadership and business acumen.
I’m passionate about improving customer experiences and therefore conversion rates by creating products and user journeys that are useful, easy to use, and delightful to interact with.
With managerial expertise I have the ability to nurture talent and build high performing in-house CX teams including UX/UI designers and front end coders.
Using co-design techniques, customer profiling and show ‘n’ tell sessions I engage customers & stakeholders as a core part of the project process and have detailed quality control and user acceptance testing ingrained within me.
01 PROFESSIONAL
SKILLS & SOFTWARE
LEADERSHIP & MANAGEMENT
UX RESEARCH
WIREFRAMING & PROTOTYPING
MOCK UPS IN SKETCH
UID IN SKETCH & PHOTOSHOP
COLLABORATING IN GOOLE & INVISION
PROJECT MANAGEMENT WITH JIRA
02 PORTFOLIO
MY LATEST WORK. SEE MORE >
03 Experience
Oct 19 - Current
DWELL
Head of Ecommerce
Accountable for the creation and delivery of the digital strategy including the replatform of the website in March 2021 and led my team of 7 to improve the website KPIs (conversion rate, traffic, bounce rate, site speed, organic search alongside others).
Worked with agencies as well as doing some research myself to create and execute the brand, social, content and marketing strategies including customer understanding and personas over the past year.
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Manage a budget of over £2m and am on the Senior Leadership team.
Sep 18 - Nov 18
BATHSTORE
Senior Digital Experience Manager
Responsible for the UX online on all devices • Researched and delivered the business customer personas • Created and started to implement consistent brand guidelines • Improved the website in terms of accessibility and over all experience • Implemented a CRM strategy and designed new email templates • Managed the day-to-day workload of our internal coder, external dev team, CRO and SEO agencies.
Nov 14 - Current
FIT BOUTIQUE LTD
Founder
As sole owner and employee I’m accountable for everything including, brand design, purchasing, website creation, marketing (including CRM, site content, printed materials), distribution, customer services and accounting.
Nov 18 - Aug 19
BATHSTORE
Head of Digital
Managing digital marketing, CRM, UX, UI, web development and trading • Accountable for the management and delivery of all online projects and digital marketing • I've been working on shaping and delivering a strategy to transform digital for the business • Currently working on a big project to re-platform the website and add tools to allow us to personalise and improve our customer's experience and thus increase conversion rates.
Jul 15 - Jul 18
WICKES
Senior Marketing Manager for UX
Accountable for the management and delivery of all digital UX • Work with other teams to increase KPIs such as customer satisfaction, conversion and traffic • Developed and guarded the brand guidelines • Introduced process to help teams collaborate • Used a variety of methods to identify customer needs/expectations through a variety of research • Lead a highly customer-focused team • Own the UX budget
Jan 15 - Jul 15
HAYLEY SMYTH DESIGN LTD
Freelance UX/UI Designer
I created two apps, designed websites and rebranded myultrababy.com.
Oct 14 - Jan 15
GEONOMICS
Lead UX Designer
Main focus was to drive acquisition to the site and uptake of the Geolotto game. We ran surveys, created hypothesis and tested them via multivariate testing.
Apr 08 - Dec 09
BOUNTY
Lead Web Designer
Web and print design for brands such as Disney, Huggies, Andrex, Comfort and Pampers.
06 - 07
LEADMEDIA
Junior Designer
Web and graphic design.
Oct 09 - Oct 14
ZOOCHA LTD
UX/UI Design Director and Co-Owner
Accountable for the UX and UI. I worked on projects for Tesco, Argos, Debenhams, Multiyork, Walkabout and others.
07 - 08
TESCO
Web Designer
BAU, landing page designs and microsite designs for Direct & Wines..
CONTACT
I’d love to hear from you!
Simply fill in the contact form to contact me, or use the below details.
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07841 048835