Human-centered design
Human-centered design
Human-centered design
Making websites that are easy to digest
Making websites that are easy to digest
Making websites that are easy to digest
About me
Hey, I’m Vicky
Hey, I’m Vicky
Hey, I’m Vicky
A freelance UX Designer in London with 10+ years experience
A freelance UX Designer in London with 10+ years experience
A freelance UX Designer in London with 10+ years experience
I help teams turn complicated journeys into clear, confident customer experiences. I have a passion for advocating for our users, and keeping design simple & joyful. And a passion for crumpets, obviously…
I help teams turn complicated journeys into clear, confident customer experiences. I have a passion for advocating for our users, and keeping design simple & joyful. And a passion for crumpets, obviously…
Selected work
Fresh out the toaster.
Fresh out the toaster.
Fresh out the toaster.
Pretty websites are nice... but good results are tastier
Pretty websites are nice… but good results are tastier
Pretty websites are nice… but good results are tastier
The Economist · Purchase flow
Goal: reduce drop-off, lift CR%
more people completed checkout
CR increased from 34% to 44%
The Economist · Email campaign
A/B test: to improve reader engagement
A/B test: to improve reader engagement
the economist · Blue sky thinking
Goal: re-imagine the purchase experience
UX Workshops
UX Workshops
From sticky notes to shippable designs; bringing people from across the business together to shape the solution as one team
From sticky notes to shippable designs; bringing people from across the business together to shape the solution as one team
The Economist · Onboarding
Goal: build reading habits
Users who onboard:
What’s on the menu
Ways to work together
Ways to work together
Ways to work together
01
Funnel optimisation
Getting plenty of traffic but losing people along the way? We find the leaks in your funnel and fix them, reducing drop-off and basket abandonment so every penny of your marketing spend works harder.
01
Funnel optimisation
Getting plenty of traffic but losing people along the way? We find the leaks in your funnel and fix them, reducing drop-off and basket abandonment so every penny of your marketing spend works harder.
02
User Research and Testing
Find out what your customers really think. Use interviews and A/B test experiments to prove which ideas work. Design decisions are based on evidence, not guesswork.
03
Wireframing & Prototyping
Got a big idea? Or a new feature? Turn it into clickable prototypes you can test with real users before spending a penny on development.
04
UX audits
A detailed review of your website to spot what's confusing customers, slowing them down or costing you sales. You get a clear, prioritised list of fixes, starting with the quick wins.
04
UX audits
A detailed review of your website to spot what's confusing customers, slowing them down or costing you sales. You get a clear, prioritised list of fixes, starting with the quick wins.
05
Email Campaign Optimisation
Sending emails that sit unopened in subscribers inboxes? We redesign your welcome journeys so customers open, click and keep coming back.
06
Mobile-first design
Most people shop on their phones, often on the go. So we design for the small screen first: fast, simple and easy to use.
01
Funnel optimisation
Getting plenty of traffic but losing people along the way? We find the leaks in your funnel and fix them, reducing drop-off and basket abandonment so every penny of your marketing spend works harder.
02
User Research and Testing
Find out what your customers really think. Use interviews and A/B test experiments to prove which ideas work. Design decisions are based on evidence, not guesswork.
03
Wireframing & Prototyping
Got a big idea? Or a new feature? Turn it into clickable prototypes you can test with real users before spending a penny on development.
04
UX audits
A detailed review of your website to spot what's confusing customers, slowing them down or costing you sales. You get a clear, prioritised list of fixes, starting with the quick wins.
05
Email Campaign Optimisation
Sending emails that sit unopened in subscribers inboxes? We redesign your welcome journeys so customers open, click and keep coming back.
06
Mobile-first design
Most people shop on their phones, often on the go. So we design for the small screen first: fast, simple and easy to use.
Let’s work together
Got a project in mind?
Got a project in mind?
Got a project in mind?
Curious what I could do for your business? Or got a project in mind? Drop me an email or book in a 20 minute chat, and we'll figure out the rest together.
Curious what I could do for your business? Or got a project in mind? Drop me an email or book in a 20 minute chat, and we'll figure out the rest together.
© 2026 Vicky Mills · Crumpet Creative
© 2026 Vicky Mills · Crumpet Creative