A little bit about me
Helping Organisations Build Digital Experiences for Humans and AI Agents
For the past ten years, I have focused on using data, experimentation, and user-centred design to drive growth. I have delivered results for organisations like NatWest, Alfa Romeo, Visa, Toyota, and Farrow & Ball by combining insight, UX, and iterative delivery to build high-performing experiences.
Now, I'm focused on what comes next.
The Rise of Agentic Experience (AX)
AI agents from OpenAI, Anthropic, and Google can now browse websites, complete transactions, and handle multi-step tasks on their own. This is the biggest change in web architecture since mobile-first design. Organisations that optimise for Agent Experience (AX) as well as User Experience (UX) will lead the next phase of digital growth. Those that do not may become invisible in an agent-driven world.
I've been working at the intersection of this transformation, developing frameworks for evaluating how websites need to evolve to serve both human users and autonomous AI systems. At NatWest, I'm leading AI readiness initiatives within Digital Platform Optimisation, helping one of the UK's largest banks prepare its digital experiences for an agent-first future.
What I do
Digital Experimentation and Optimisation
I've spent years running experimentation programmes that deliver real commercial impact. From increasing donation journey conversion rates by +28% to driving +162% improvements in consultant bookings, I've consistently used A/B testing, multivariate testing, and data-driven decision-making to build the case for change. Experimentation remains at the core of everything I do, including how I approach AI readiness.
Stakeholder Coms & Strategic Framing
One of the biggest challenges in digital transformation is translating technical work into strategic value narratives. Whether presenting to senior leadership, facilitating round tables at industry conferences, or building cross-functional alignment, I focus on making complex concepts accessible and actionable for business stakeholders.
AI Readiness and Agentic Experience (AX)
I create practical frameworks to assess and improve how websites work with AI agents. This means checking semantic HTML, Schema.org use, API access, and technical barriers such as JavaScript-heavy SPAs, authentication flows, and bot detection that can stop agents from completing tasks for users.
My Approach
I believe the future is not just about human or agent web interactions. It is about designing experiences that serve both, using semantic structure, clear documentation, accessible interfaces, and machine-readable metadata.
Organisations that master agent-responsive design now will gain the same advantages as early mobile adopters: better discoverability, easier usability, and a stronger position in fast-changing digital channels. The time to act is running out.
In all my work, from AI readiness to experimentation and digital strategy, I start with data, focus on measurable outcomes, and build frameworks that scale.
Work highlights
See my work history
Experiment programmes
At the RNLI I have been growing the performance team and leading the growth of CRO programmes across the organisation. The biggest challenge when I joined the organisation was getting stakeholders to buy into the CRO programme. I first focused on building momentum and wins in the fundraising area. After increasing the conversion rate of the main donation journey by +28% I was able to build trust. The CRO programme now covers the e-commerce shop, fundraising, brand and safety.
By introducing the CRO programme into the standard way of working, I have also been able to speed up the idea to implementation cycle. Working closely with the design and development team, we have drastically reduced delivery times, building trust in our process by stakeholders and leading the way in collaborative working in the organisation.
Iterative delivery
At Vitality I was the Digital Aquasistion Product Owner. I worked closely with the development team to deliver a new quote journey that increased the lead generation rate by +14% when tested against the original version. Once rolled out, I introduced personalisation, propensity models, and a continuous programme of improvement.
E-commerce CRO programme
As Senior E-commerce Executive, I set up the first Conversion Rate Optimisation programme at Farrow & Ball. To kick the programme off, I focused on a high-ticket item of booking a colour consultant. Running the CRO process, I was able to increase bookings by +162% year on year. With the momentum I built, I grew the programme to run across all product lines, growing average basket value and increasing the overall site conversion rate.
Lead generation campaign
This was an amazing project. We created a social media campaign to grow the community and generate leads. We wanted to measure the impact of the activity, so we made it trackable from Facebook to the sales of the car. At the end of the campaign, we had achieved the following:
Grew Facebook community to largest outside of Italy, 153% increase in one year
Generated over 650 test drive enquiries resulting in 31 direct vehicle sales
Over 1.5 million video views
Over 3 million post views
Work colleague testimonials
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David Masters - Principal software engineer at BrandPipe
“Steve is a fantastic product owner with a passion for developing the product through the use of evidence-based data and experiments. His approach of setting up analytics of our application and presenting the insights gained from the data in sprint reviews really boosted the team’s engagement in terms of thinking of new ideas to improve the product.
Steve is always pushing for an MVP of new features that we can test and analyse the business value of before improving it with subsequent iterations should the MVP feature show promise in the data.
As the senior developer on the team, I have found working with Steve an absolute pleasure. One of the things I like best about him is the way he always looks to get the most out of the skills in the team. He always keeps an open mind about possible solutions to the business requirements/problems, and rather than imposing any preconceived solutions on the team, he lets the team collaboratively come up with the best solution for the given time frame.
This approach has led to a great relationship & mutual respect with the team, but more importantly, better results.”
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Lee Hill - Senior QA engineer at Unity Technologies
“Rarely do you get the chance to work with someone of Steve's quality.
Not only is Steve excellent at managing a project team, giving everyone the platform to perform to the best of their ability, but he is also great at managing client expectations and keeping both sides happy.
He naturally boosts the morale of those around him with the smile that he brings into work every day.”
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Toney Gater - Head of development at Bright Blue Day Ltd
“I had the pleasure of working closely with Steve for a number of months on a project with very tight deadlines.
During this time he showed himself to be an excellent project manager, dealing with a demanding project with tight time scales and constantly changing functionality.
He managed to keep client expectations in line and was able to convey any technical issues with great ease.
On top of this, he is always seen wearing a smile and always manages to improve the morale of those he works with. Definitely a great addition to any team.”
Qualifications
Working in cross-functional teams has been a huge part of my working life. Completing and maintaining the Certified Scrum Product Owner and Certified Scrum Master has helped me hone my agile ways of working and played a big part in the success of the teams I have led.
Read the latest from the blog
Read about experiment principles that help teams deliver, the latest book reviews and my takes on the benefits of experiment-led product development.