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Seamless experiences, powerful growth.
Informed by eight years of E-commerce experience. Currently optimising the Digital Web Experience at BAM.
Analyse & OptimiseTest & GrowData FocusedCreative OptimisationAnalyse & OptimiseTest & GrowData FocusedCreative OptimisationAnalyse & OptimiseTest & GrowData FocusedCreative Optimisation
Lastest Projects
BAM Rebrand
I brought flat designs for BAM’s creative rebrand to life on the web, from homepage to product and category pages using CMS and code.
Coding
Web Design
UI / UX
Category Product Quick View
Improve user efficiency, providing a quick and direct pathway to adding products to the basket from category pages.
Coding
Web Design
UI / UX
Sale Filtering Buttons
I designed and tested improved Sale filtering to enhance user experience and streamline the purchase process.
Coding
Web Design
UI / UX
Product Page Workshop
To improve Product Page effectiveness, I led a workshop for creative, web, and marketing teams to analyse competitor product pages, extract key strategies for highlighting product uniqueness and ‘why to buy’, and generate test ideas.
Web Design
UI / UX
Sticky Product Content
Improved user experience on product pages by creating a sticky product information section. The goal was to keep the ‘Add to Basket’ CTA and key details visible, which would help streamline the path to purchase and ultimately improve conversion.
Coding
Web Design
UI / UX
UI & UX Design
I create wireframes and prototypes to test design concepts and website changes, focusing on delivering an optimal user experience.
Coding
I use custom HTML, CSS, and JavaScript for unique website features and to precisely set up A/B testing experiences.
A/B Test Setup & Analysis
I set up A/B tests using testing platforms and analyse data to ensure positive impacts on conversion and interactivity before deployment.
Website Design
I design and build pages and content sections within CMS platforms, applying custom CSS to ensure responsive and accurate designs.
Gained broad e-commerce insights, through experience as…
UI & UX Designer
I am responsible for the user experience at BAM Bamboo Clothing. I create wireframes and prototypes, collaborate with developers, and use A/B testing and analytics to improve conversions.
Web Designer
I crafted unique, user-friendly websites for diverse clients, interpreting their briefs and collaborating with developers. I populated content via an in-house CMS and utilised HTML and CSS for more bespoke experiences.
Email Marketing Designer
I designed and built unique email marketing campaigns using HTML and CMS. I created bespoke designs, animated GIFs, and analysed campaign data to optimise performance and boost results.
E-Commerce Photography
As an E-Commerce Photographer, I elevated big brand products through studio photography, mastering lighting, composition, and colour correction in Capture One to create clean, on-brand website imagery.
About Me
Hi, I’m Richard McHugh, a UI/UX designer with eight years of e-commerce experience. My background in e-commerce has given me a deep understanding of user behaviour and business objectives, which I now apply to optimising digital web experiences. Currently, I’m focused on enhancing the user journey at BAM.
Outside of work, you’ll find me behind a camera, catching a boxing match, or training in Muay Thai.