Keir Richardson CV

Profile

Senior Product Designer, 14 years designing purchase, checkout and consumer finance journeys across ecommerce, subscriptions and B2B services, on web and native iOS. I take complex messy problems, untangle them by leading the discovery and experimentation, collaborate where needed, and bring stakeholders with me through the design process to elegant design solutions that improve measured results and have real impact.

Recent business value delivered

BPP University Unblocked a complex Salesforce/PIM data delivery system to secure £350k+ in new self-serve sales.
Cazoo Developed a custom experimentation framework with PMs and data analysts, lifting finance orders from 48% to 56%.
Dunelm Optimised the checkout journey to deliver a 12% conversion uplift against abandonment targets.

My experience spans education, automotive, fashion, home furnishings, telecoms, banking and publishing, across responsive web and native apps.

As a UPXA Mentor, I am coaching and lending my expertise to fellow design professionals.

Skills I can offer from day one

Discovery and generative researchInterviews, synthesis, problem framing, prototyping
Usability testing programmesModerated and unmoderated
Stakeholder and ideation workshopsBringing teams in before solutions are fixed
ExperimentationA/B test design, measurement, and shipping wins
End-to-end journey ownershipWhole journeys, not isolated features
Design systemsComponent contribution, governance and accessibility
Conversion optimisationAnalytics and behavioural data
MentoringLifting team design practice

ToolsFigma, Figma Make, Miro, UserTesting, Contentsquare, Google Analytics, Copilot & Claude

Experience

Senior Product Designer (Contract), BPP University

Oct 2024 to May 2026

Led design on new self-serve ecommerce solutions across the site, contributing over £350k in new sales
Took the HR and CIPD course from phone-only to online purchase after previous attempts had failed, delivering £240k+ year on year plus a reusable, design-system-aligned template that let marketing sell other course types online
Added an "add another course" recommendation at the basket stage of the professional qualification booking flow, worth £70k in extra revenue
Mapped how course data moved through Salesforce and Product Factory (PIM), from course set-up to being available to buy, and used that map to unblock delivery with the teams that owned each step
Ran discovery across Scheduling, Course set-up, Marketing, Sales and the call centre, then led synthesis of five moderated testing sessions with the in-house researcher into roadmap decisions with Product Managers
Led discovery and strategy for the 13k-apprentice B2B onboarding service, projected to halve the six-week onboarding window (projection at handover, not a measured result)
Contributed new components back into the existing design system

Lead Product Designer, Sweaty Betty

Aug 2023 to Sept 2024

Design lead for the end-to-end experience, experimentation and user research, contributing a 1.8% lift in conversion
Led a design system project implementing new design principles aligned to the brand relaunch
Used research to frame problems and put the customer at the centre of cross-business conversations, rather than presenting finished designs for sign-off
Facilitated ideation workshops that brought stakeholders into the design process before solutions were fixed

Senior Product Designer, Cazoo Ltd

Nov 2021 to Jul 2023

Purchase and Part Exchange

OKR: part-exchange orders to 40%reached 34%

Lifted part-exchange orders from 28% to 34% of all orders over three quarters with the cross-functional product team, short of the 40% target
Moved the part-exchange module higher on the car listing page, which doubled valuations and increased finance orders by 2.5%
Added a return path from the valuation page back to the listing the customer started from, used by 7% of overall traffic (10,221 users) and lifting part-exchange orders by 2.2%
Built a quick estimate flow using registration and mileage only, ahead of the full valuation form, cutting incomplete valuations from 40% to 32% with 2.6% more users selling and 1.2% more buying through part exchange
Built and ran the team experimentation process with the Product Manager and data analysts, owning backlog prioritisation, experiment design and metric selection
Created a new header style that other teams adopted into the design system

Consumer Finance

OKR: finance orders to 55%reached 56%

Lifted finance orders from 48% to 56% over two quarters, ahead of the 55% target
Redesigned the finance payment page to surface lender information and benefits earlier in the journey: finance applications started +8%, offers received +5.5%, finance orders +2.3%
Reworked the final finance offer page after an ideation workshop and unmoderated testing: same-day offer acceptance +6%, finance orders up around 4%
Coordinated compliance and legal sign-off on customer-facing finance content

Senior UX Designer, Dunelm

Feb 2020 to Nov 2021

OKR: reduce order abandonment by 5%delivered 12% conversion uplift

UX lead for the checkout journey, delivering a 12% conversion uplift against the abandonment target
Partnered with the product team to introduce a new payment type and optimise the checkout journey
Used behavioural data to show the severity of customer frustrations across the journey and to prioritise what got fixed first
Ran moderated and unmoderated testing to inform design decisions
Created new components for the design system as part of the wider site redesign

UX Designer, Somo Global

Jul 2019 to Feb 2020

Designed a new iOS app for V by Vodafone controlling a suite of connected subscription devices, focused on Neo, a kids smartwatch
Led the payments and subscription flow across devices, covering new subscriptions, renewals, cancellations and payment method changes
Proposed Bluetooth pairing in place of QR codes, which had been a repeated failure point for users
Mapped the onboarding journey with stakeholders and visualised the information architecture so Product Owners could agree an MVP and a phased release plan

Senior UX Designer, Which?

Mar 2015 to Jul 2019

Ran a three-day content design sprint with writers and the product team, validated through A/B testing with the CRO team. Rewritten articles increased new subscribers by 5% and reduced exit rate by 20 points, from 68% to 48%
Reframed stakeholder-proposed solutions around genuine customer problems, including a product round-up hub designed without cannibalising well-performing SEO pages
Worked across search, navigation, data-driven personalisation and full site redesigns
Mentored junior members of the UX team through regular feedback sessions

UX Designer, AllofUs

Mar 2013 to Mar 2015

Agency work across interactive experiences, from software products to museum installations, for clients including Microsoft, Capco, the British Museum and Samsung
Owned research, personas, storyboarding, user journeys, wireframe documentation and interactive prototyping, and ran user testing where project scope allowed

How I know, what I know

Education

BA (Hons) Design (Interaction), First Class HonoursRavensbourne, 2009 to 2012
Graphic Design HNDBarking College, 2002 to 2004
Technical Illustration BTEC NDBarking College, 1999 to 2001

Certifications

Contentsquare Certified ExpertContentsquare, Aug 2021
Content Design TrainingContent Design London, Feb 2019

Mentoring

UPXA Mentor, coaching fellow design professionalsOngoing