I find where your customer journey
is losing revenue. Then I fix it.
Not broad consultancy. Not a slide deck of recommendations you hand to someone else. Most businesses that come to me have already hired designers who produced Figma files, or agencies who produced reports. The problem is still there because nobody owned the whole thing. I work across research, UX, build, and paid ads. The same person diagnoses the problem and implements the fix.
Dominic Francis
I have spent 15 years working on complex digital journeys at organisations including Meta, NatWest, Santander, Nationwide, Sainsbury's Nectar, Sony, Vodafone, Sky, eBay, and the Government Digital Service.
The same pattern shows up in every organisation. Smart teams. Real investment. Plenty of activity. But performance stays flat because the actual constraint has not been named. Everyone is working on things that feel productive. Nobody has walked the journey as a first-time customer and asked honestly: where does this break?
That is what I do. I walk the journey. I find the break. I explain what it is costing in commercial terms. And then I fix it. Not a separate developer. Not a different agency. The same person who found the problem implements the solution. That means the context never gets lost in a handoff.
My work spans user research, UX and funnel design, front-end build, and paid ads management. Those disciplines are not separate services. They are the layers of a single journey, and understanding all of them is what makes a diagnosis accurate rather than partial.
Three businesses. Three different problems. Same methodology.
The constraint changes. The approach does not: walk the journey, find the break, fix it, measure the result.
Loyalty and retail
Sainsbury's Nectar: £1.4 million recovered
A loyalty journey with 2.3 million monthly visits. Traffic was steady. The programme was well-known. Revenue was not moving. Everyone was focused on adding features. Nobody had walked the journey as a first-time user and looked at what was actually happening.
The constraint: a registration form asking for too much, too soon47%
Completion Before
87%
Completion After
£1.4 million in annual revenue recovered.
Not from a redesign. Not from a new campaign. From finding the specific structural issue inside the journey that nobody had named.
Paid ads and funnels
Tara Love Perry: 10x return on ad spend
A coach with an offer that worked but no reliable way to turn ad spend into revenue. No funnel. No tracking. Ad budget going in with nothing coming out. The problem was not the ad creative. It was that there was no working journey behind the ad.
The constraint: no end-to-end funnel connecting paid traffic to checkout£10 returned for every £1 spent. 7.7% landing page conversion rate.
Built end to end: funnel architecture, copy, audience targeting, landing page, and checkout. Then managed and optimised until the numbers were consistent.
Charity and donations
AFC Wimbledon: revenue recovered without additional spend
A donation flow losing completions at the point of commitment. People were arriving with intent. The journey was breaking before they finished. The fix did not require more donors or more traffic. It required removing the friction that was turning willing people away at the last step.
The constraint: friction and hesitation at the point of completionDonation revenue recovered. No increase in spend required.
Same traffic. Same offer. Better journey. The difference was identifying and removing what was stopping people from completing.
Four things that never change
Diagnose before changing anything
I never start with a recommendation list or a redesign. I start by identifying the constraint that is doing the damage. Everything else follows from that. Opinion without evidence is expensive.
Plain language. No UX theatre.
You should not need a translation layer to understand what is wrong with your own site. Every finding is explained in plain English, tied to commercial impact, with a clear order of action.
The same person fixes what they found
No handoff to a junior team. No briefing a separate developer. If implementation is needed, I do it. The context stays in one place, which means nothing gets lost between diagnosis and delivery.
Every layer of the journey
Research, design, build, and ads. Most specialists own one of these. The reason constraints stay hidden is that nobody is looking at all four at once. I do.
You do not scale a leaking journey.
You find the constraint, fix it properly, and then put more behind something that can actually convert. In that order.
If that sounds like what your business needs right now, start here.
Book a free Clarity Call. Tell me what is happening. I will tell you where I would look first and whether a diagnostic makes sense for your situation.
Free. No pressure. Direct answer.