Enquiries get lost
People get in touch, but follow-up is inconsistent and opportunities slip through the cracks.
Digital journeys • websites • automation
I find where your customer journey is losing sales, then build what should happen instead
I help established businesses improve the path from first click to enquiry, booking or purchase. Research, UX, websites, automation and AI, brought together around the commercial result.
Trusted experience
15+ years designing customer journeys across Meta, Santander, Nationwide, NatWest, Nectar and GOV.UK.
Common challenges
A great website isn’t delivering the results you expected?
Established businesses can invest in their website, marketing and tools, but still lose potential customers along the way.
Drop-offs you can’t see
Visitors don’t complete key journeys and you don’t know where or why.
Systems don’t connect
Your website, booking, payments and CRM work in silos, creating manual work and friction.
Too much manual effort
Your team spends time on repetitive tasks instead of higher-value work.
Changes take too long
Updating content, forms or processes is slow, complex and dependent on others.
You’re not seeing the return
You’ve invested in digital, but the commercial impact isn’t where it should be.
What I do
I connect the parts of the journey that usually get treated separately
Your website, messaging, customer flow, follow-up and systems all affect whether interest becomes revenue. I work across the journey rather than improving one isolated piece and hoping the rest catches up.
Websites & Customer Journeys
Design and build clearer paths from first visit to enquiry, booking or purchase.
- Message clarity
- Page structure
- Journey flow
Automation & AI
Connect forms, CRM, email, follow-up and internal workflows so less depends on manual effort.
- Connected systems
- Workflow automation
- AI support
Research, UX & Conversion
Find where people hesitate, get confused or drop out, then use evidence to improve the experience.
- User research
- UX improvements
- Conversion insight
Proof & results
The work has to survive contact with real customers
Across research, UX, websites and customer journeys, the goal is the same: find what is holding people back, fix the journey, and make the commercial impact visible.
47% → 87%
Nectar registration completion, worth £1.4m in added annual value
£400 → £4,000
Tara Love Perry: ad spend to event revenue
2,091
World Senior Snooker Tour: paying members
Selected experience
Featured work
Real businesses. Measurable results
A few examples of customer journeys, websites and campaigns where the result could be seen in the numbers.
Nectar • Registration experience
From 47% to 87% completion
I identified and removed the friction point in the registration journey, adding £1.4m in additional annual value.
View case study →
Tara Love Perry
£400 to £4,000 in event revenue
Customer journey, funnel, ads and follow-up working together around a Dubai event.
View case study →
World Senior Snooker Tour
2,091 paying members
Membership journey and digital experience designed to make it easier to join, renew and engage.
View case study →How I work
Investigate. Design. Build
I work across research, UX, content, websites and systems so that the customer journey becomes clearer, easier to use and harder to abandon.
Investigate
Identify friction, drop-offs, user questions and business constraints to understand what’s really holding people back.
- Journey and data analysis
- User research and feedback
- Business and technical review
Design
Improve message clarity, page structure, user flow and decision points so the next step feels obvious.
- Messaging and content
- Page structure and UX
- Journey mapping and testing
Build
Implement pages, systems, automations and practical fixes that make the journey work in the real world.
- Website updates and new pages
- Automation and system setup
- Ongoing optimisation and support
About Dom
I find where the journey breaks, then build what should happen instead
I bring together research, UX, websites, automation and implementation around commercial outcomes, so fewer people drop out and the experience is easier for customers and teams.
15+ years
Across major brands and public services.
Research + UX + build
Different disciplines brought together in one offer.
Commercial focus
Clearer journeys and stronger outcomes.
Ready to talk?
Let’s build a better customer journey
If your website, systems or customer journey are making growth harder than it needs to be, let’s talk about what to fix first.