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Hello!
Welcome to my digital home, a place where UX dreams come true.
My name is Aoife, pronounced e-fah.
I’m a content designer and researcher with two degrees in 1. Psychology and 2. Human-Computer Interaction design.
My most recent role was improving the customer experience at a financial technology global company.
I’m all about designing experiences that are made for people to enjoy, and making sure this is the case using an iterative, UX design process.
Enjoy,
Aoife x
My first corporate job and how it cured my naviety to UX
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Spotting an issue in a retail job
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Aoife talks about how she moulded her love of psychology and technology into a career
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How my love for cake turned into a business
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INTRODUCTION FROM THE AUTHOR
myGlossier
A mobile application I designed to fix the thing I watched go wrong on every shift at the Glossier flagship store I worked at in Covent Garden.
This is the first of 10 e-learning videos I created for SBS University to teach all 3,500 employees how to keep our customers satisfied.
Reviving the
customer experience at SBS
This case study shows you how I took ownership of Customer Satisfaction to push our NPS from +7 in 2024 to +38.2 in 2025 through a strategy which placed the customer’s needs at the centre.
Homepage of Aife Bakery
B2C E-Commerce
Aife Bakery
Website Design
After running a bakery from my home for a couple of years, it became clear I needed to create a website to make it easier for my customers to purchase cakes. So, after learning the ropes of website design during my Human Computer Interaction Design MSc, I launched www.aifebakery.com.
I gathered feedback from current customers to understand their needs, and carried out a competitor analysis to understand what was performing well, but also what wasn’t. I photographed all site photos, and crafted branding guidelines to create a brand identity which appealed to my audience.
After launch, I gathered quantitative and qualitative feedback which showed an increase in profits along with strong positive customer reviews. The most common feedback was the ease of ordering a cake on the site, and being able to see exactly what was available at any time.