I’m Amy-Louise Edwards,
UX/UI Digital Product Designer
About me.
I consider myself a pro-active, hardworking, self-motivated and conscientious individual with an aspiration to fulfil my potential.
A HND, diploma and degree in design, with further courses completed in behavioural science and design thinking, I have a passion for learning and a growth mindset. It is my ability to think of innovative, user focused solutions and both logical and creative ways of thinking that drives my passion for UX.
I’m passionate about design.
Creative and detail-oriented UX/UI Designer, with 7+ years of experience translating client requirements into intuitive and visually appealing digital interfaces which enhance user experience and satisfaction.
I’m passionate about increasing conversions.
Starting my career in lead generation, sales, and performance marketing has given me a passionate to create designs that work for both the user and the business. This led to a natural progression to design and conversion rate optimisation testing, as this grew, so did my love for UX/UI design where I made it my complete career focus.
My big career drivers so far
Lead generation was the catalyst to understanding user experience. Which information users needed at which time, when they need hand holding and when they just need a clean and concise interface to get their tasks done. Creating high quality leads was the beginning of my passion.
Lead generation
Conversion Rate Optimisation (CRO)
CRO taught me how a simple copy change, or layout tweak could help users complete their goals, and the importance of testing and iterating every change to gain the best results.
Behavioural science
I completed a course by Behavioural Science professor and author Daniel Ariely. This course taught me a lot, but mostly to understand a users situation in addition to what they are experiencing online and how this influences their decision-making.
Design team and agile working
Before my design roles, I worked fairly independently as I’m very self-motivated. I now enjoy working in cross-functional teams in an agile working environment. I am a very proactive team member, able to participate, facilitate or take lead of projects if required.
User experience research
I really enjoy the process of identifying the problem, from initial ‘as-is’ analysis and moderated baseline testing, to facilitating workshops and mapping journeys. My hands-on experience is enhanced with several online courses, mentoring, attending UX events and youtube and podcast design channels.
User interface design
I have always worked with Figma, including crafting responsive designs, building and maintaining design systems, creating accessible components, building interaction design and prototyping.