Analyse & OptimiseTest & GrowData FocusedCreative OptimisationAnalyse & OptimiseTest & GrowData FocusedCreative OptimisationAnalyse & OptimiseTest & GrowData FocusedCreative Optimisation

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Seamless experiences, powerful growth.

Informed by 8+ years of E-commerce experience. Currently optimising the Digital Web Experience at BAM.

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.

Skills & Expertise

UX/UI Design & Strategy

  • I oversee the UX process, creating wireframes and prototypes through to launch.
  • 8+ years E-commerce background with a 4-year UX/UI focus, optimising user journeys for conversion.

Web Design & Front-End Implementation

  • Responsible for Idea -> Design -> Creation within CMS platforms.
  • Expert in HTML, custom CSS, and JavaScript for UI builds and responsive, accurate designs.

A/B Testing & Optimisation

  • Design and sets up A/B tests (including custom code) focused on revenue metrics (CR, AOV, RPV).
  • Utilise ContentSquare for deep user research (scroll rates, error analysis, user journeys).

Project Management & Dev Briefing

  • Creates detailed developer briefs using Asana tasks and user journey designs.
  • Develops clear Miro Boards to communicate specifications and ensure accurate project execution.

Lastest Projects

Coding – Web Design – UI / UX

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.

Quickview Design Project - Richard McHugh Web Designer

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.

Discover More
Sale Filtering Design Mockup - Richard McHugh Web Designer

Coding – Web Design – UI / UX

Sale Filtering Buttons

I designed and tested improved Sale filtering to enhance user experience and streamline the purchase process.

Workshop Design Mockup - Richard McHugh Web Designer

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.

Sticky Design Mockup - Richard McHugh Web Designer

Coding – 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.

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.

Get in touch