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I’ve worked in digital for more than a decade, and spent over half that time using Google Analytics, SEO, and other user data to improve websites.

I use data to help clients achieve measurable success online. My expertise in content, UX, information architecture and user research means that I can show clients what their audience wants, and how to achieve their goals. 

I’m a big advocate for the idea that it’s not user stupidity, but design failure that causes many users to get frustrated with websites. Good design is driven by data, and I’m passionate about making websites measurably better.

Everyone can use analytics – I’ve trained people with all kinds of digital backgrounds how to understand data and get results in the UK, NZ and Holland.

I also speak at events and blog, usually about how to shape content and design around user needs in order to make successful and usable websites.


Te Papa
Radio New Zealand
Element Digital Consulting
Deparment of Conservation NZ

Culture 24
JWT London
Tricycle Theatre
Absolute IT
UK Digital Marketplace


Wellington Content meetup July 2017
Auckland Content Meetup May 2017

Wellington UX meetup April 2017
UX NZ Oct 2016
AgileNZ conference Sept 2015

Together London meetup 2014 (video)
Code for America – August 2014
Tate Britain lunchtime sessions – April 2014
Let’s get real phase 3: is your content fit for purpose? – Mar 2014
Agile content meetup – Feb 2014 (video)
Google, Arts Council, Culture 24, Creative England conference – Nov 2013
Let’s get real conference – Sept 2013
GDS: performance analyst (video)

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