Work

Eva was a core part of the Prorsum project — one of the most high-stakes redesigns we undertook. She owned some of our most conversion-critical pages, including the PDP, and brought both strategic thinking and real craft to the execution. Under significant pressure and tight timelines, her output never felt rushed. She's the kind of designer you want on your most visible work.

The full website redesign was a complex, high-visibility project and Eva handled it with real confidence. She understood that pages like the PDP aren't just design problems — they're commercial ones — and she approached them accordingly. Sharp instincts, strong delivery, great to have alongside you on something that mattered that much.

Eva had an unusually broad remit with us — spanning the website, marketing emails, and key promotional moments — and she handled the full scope without dropping a single ball. She understood the relationship between design and commercial performance intuitively, and knew how to work within CMS constraints without letting them limit the quality of the output.

Eva was genuinely one of the most research-engaged designers I worked with. On the Unlocked membership project especially, she was deeply involved in shaping the early user journeys — asking the right questions, pressure-testing assumptions, and making sure the experience held up from a real customer perspective. She didn't just receive research, she used it.

Eva was part of the core team on Selfridges Unlocked from the early stages, which meant working with a lot of ambiguity and moving fast without a clear brief. She was excellent at that — mapping customer journeys, identifying gaps, and bringing structure to something that was still being defined. Calm, rigorous, and exactly the right person for that kind of foundational work.

Eva led design across our core conversion funnel during a major website redesign tied to a new product launch — homepage, PLP, PDP, pre-order flows, the lot. The timelines were tight and the commercial stakes were high. She navigated both without flinching, made smart tradeoffs, and delivered work that genuinely moved the needle. One of the strongest designers I've worked with in a product-led environment.