My role: Lead UX Designer & Frontend Developer · 2019–2025
Portfolio
The Modern Milkman
The Modern Milkman started as a small Lancashire milkround. By the time I left, it had grown to over 300,000 customers across the UK and US, a plastic-free grocery subscription service operating at genuine scale.
I joined as the first employee when the company was still just its four founders, a small Lancashire milkround with a few hundred customers. In the early days I managed the technology and development end-to-end. As the customer base grew, my focus shifted into UX and product design, using data to identify where the experience was breaking down and designing solutions to fix it. By the time I left, the team had grown to hundreds of people and the product served over 300,000 customers across the UK and US.
Below are three of many projects that show different parts of that work.
I joined as the first employee when the company was still just its four founders, a small Lancashire milkround with a few hundred customers. In the early days I managed the technology and development end-to-end. As the customer base grew, my focus shifted into UX and product design, using data to identify where the experience was breaking down and designing solutions to fix it. By the time I left, the team had grown to hundreds of people and the product served over 300,000 customers across the UK and US.
Below are three of many projects that show different parts of that work.
Case Studies
Self-Serve Customer Service
Reduced CS contact rate from 80% to 10%
Designed a self-serve issue reporting flow that let customers report missing items, damaged goods, and delivery problems, and receive credit or arrange redeliveries, without contacting the support team.
The Milkround Builder
From blank basket to personalised milkround in minutes
Replaced a manual basket-building flow with a guided onboarding journey, family size, dietary requirements, product interests, that auto-generated a tailored first order and significantly reduced drop-off.
Memberships
A loyalty programme that rewarded and retained customers
Designed a monthly and annual membership system offering perks, discounts, and free gifts, creating a new revenue stream while deepening customer relationships and gathering richer data.