Overview
I joined Apron in November 2023 as the 25th hire and third designer. Apron is a fintech building payments and bookkeeping software for UK accounting practices and their clients. Over three years my role grew with the company. I started on Bill Pay, then moved to Lifecycle, where I focused on growth: onboarding, trials, billing and activation. I also worked on strategic initiatives, including two pricing restructures and the launch of Bill Pay Rewards. On these, I led execution within a direction set by the CEO and senior leadership. From September 2025 I worked in a hybrid role as Lead Product Designer and Associate Product Manager: scoping features, planning roadmaps and delivery, and testing ideas with research and data before building them.
Responsibilities
Product strategy, product management, roadmapping and delivery, influencing decisions, UX, UI, interaction design, prototyping, shipping code, user research and testing, data analysis, workshop facilitation, mentoring designers, identifying opportunities and prioritising initiatives.
Key achievements and outcomes
- Led Bill Pay Rewards as designer and associate PM, working across product, marketing, legal and support. It became Apron’s largest revenue line within 4 months of launch.
- Designed the Welcome Bonus mechanic and in-product experience. 45% of companies that started earned their bonus, against 30% before the offer.
- Pitched and ran a guided demo experiment that brought in 102 leads and 5 first payments in 7 weeks.
- Ran ~40 of my own data analyses in 2026 and used them to make data-driven calls on which ideas to back and which to drop, including one of my own.
- Designed the in-product experience for two pricing restructures. On the second (live 1 December), I was the unofficial PM: I shaped the mechanics, sized the impact on customers and planned the delivery.
- Moved to an AI-first way of working, prototyping in code and shipping front-end PRs to production, which made me faster from idea to release.
