UX/UI DESIGNER  ·   10+ YEARS  ·   BRAND  ·   DIGITAL  ·   SYSTEMS  ·   UX/UI DESIGNER  ·   10+ YEARS  ·   BRAND  ·   DIGITAL  ·   SYSTEMS  ·  

DANIEL
HARROLD

View selected work

Role — UX/UI · Brand · Web

Experience — 10+ years

Location — Norfolk, UK

Contact — dharrold@live.co.uk

01 / Work

Selected projects

001
Car Rental Platform Redesign End-to-end UX redesign · A/B testing · conversion optimisation
UX/UI 2024
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Overview

Led the end-to-end UX redesign of the Zest Car Rental web platform, focusing on reducing friction in the booking flow and improving conversion across key landing pages.

My role

UX/UI Designer — research, wireframing, high-fidelity design, A/B test setup and analysis, developer handoff.

Outcomes

Improved booking completion rate through iterative A/B testing

Reduced drop-off on key funnel pages via redesigned component layouts

Delivered responsive designs meeting W3C accessibility standards

Tools used

Adobe XD HTML/CSS A/B Testing User Research Figma
002
Anglian Home Improvements Sitecore CMS · landing page redesign · Shopify UX · CRO
Web · CRO 2023
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Overview

Four years embedded at Anglian Home Improvements, owning the UX and web design across their main site and Shopify store — from day-to-day page management to major landing page overhauls.

My role

Web Developer & UX/UI Designer — Sitecore CMS, component creation, landing page redesign, CRO collaboration, Shopify UX improvements.

Outcomes

Redesigned landing pages to improve customer journey and increase conversions

Built reusable Sitecore components adopted across the wider team

Improved UX for sister company digital properties alongside CRO team

Tools used

Sitecore CMS Shopify HTML/CSS JavaScript Adobe XD CRO
003
Datawize SaaS Product Drag-and-drop UI system · product design · brand identity
Product 2018
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Overview

As Lead Designer at Datawize, designed the full UX/UI for a complex drag-and-drop software product — from initial wireframes through to a complete design system and brand identity.

My role

Lead Designer — UX/UI for SaaS product, branding, logo design, design system, line management of junior designers.

Outcomes

Delivered end-to-end product design from concept through to development handoff

Created a consistent brand identity rolled out across multiple platforms

Grew into a line manager role, mentoring and overseeing junior design team

Tools used

Illustrator Photoshop InDesign HTML/CSS Branding
004
Brand Identity Work Logo systems · visual identity · multi-platform brand rollout
Branding 2017
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Overview

Brand identity projects spanning logo design, visual language, and multi-platform rollout for clients across various industries.

My role

Lead Designer — concept through delivery, client liaison, brand guidelines, print and digital applications.

Outcomes

Delivered cohesive brand identities for multiple clients

Produced brand guidelines ensuring consistency across all touchpoints

Tools used

Illustrator InDesign Photoshop Logo Design
005
Your next project Add your strongest piece of work here
Your tag 20XX
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Overview

Describe the project in 2–3 sentences. What was the brief? What was the challenge?

My role

Your title — list what you specifically did.

Outcomes

Add a measurable result

Add another result

Tools used

Tool 1 Tool 2
02 / About

Who I am

A UX/UI designer who has spent 10+ years making digital products feel inevitable — where every interaction is considered and nothing exists without reason.

I work at the intersection of user behaviour, brand thinking, and front-end craft. I don't just hand things to developers — I understand the code, the constraints, and the conversion metrics too.

Background

Started in graphic design, grew into UX, then web development — meaning I hold the full picture. I've led design at agencies, in-house teams, and software companies. I've managed junior designers, shipped products, and run A/B tests that moved real numbers.

Education

BA Hons, Animation & Motion Graphics (2:1)
2006–2009

A Levels — Film Studies, Media Studies
Dereham Sixth Form College

Tools & skills

Adobe XDPhotoshop IllustratorInDesign FigmaHTML/CSS JavaScriptSitecore CMS ShopifySEO/CRO A/B TestingWireframing User ResearchDesign Systems
03 / Experience

Where I've worked

Zest Car Rental

June 2023 – Present

UX/UI Designer

Designed and optimised user-centric websites, components, and pages for improved engagement and conversion.

Ran A/B and usability testing programmes to drive measurable performance improvements.

Led website projects in collaboration with marketing and dev teams, delivering end-to-end results.

Built responsive, accessible designs to W3C standards across all breakpoints.

Anglian Home Improvements

Jan 2019 – Jun 2023

Web Developer & UX/UI Designer

Maintained and improved the main website and Shopify store from a UX/UI perspective.

Created components and designed pages in Sitecore CMS; redesigned landing pages to enhance customer journeys.

Embedded in the CRO team, driving conversion improvements across multiple digital properties.

Datawize Ltd

Jan 2013 – 2019

Lead Designer

Managed projects concept-to-execution: branding, logo design, website development, and SaaS UX.

Designed the UX/UI for a drag-and-drop software product; oversaw multi-platform branding rollouts.

Promoted to line manager — led junior designers and directed video production for marketing.

Silver Tap

Jan 2011 – 2013

Trainee → Lead Designer

Designed promotional materials, logos, and menus; transitioned into web design supporting development teams.

Promoted to Lead Designer, managing junior designers and leading all design projects.

04 / Contact

Let's talk

OPEN
TO NEW
WORK

Available for full-time roles and select freelance projects. Based in Norfolk, UK — open to remote and hybrid arrangements.

Emaildharrold@live.co.uk
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Phone07368 599 749
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