Dara Hodgkinson

I'm a Senior UX Consultant with over 20 years of experience improving digital products and customer journeys across telecom, ecommerce and enterprise platforms. I lead UX work that simplifies complex journeys and improves performance. My approach is evidence-led: I use analytics, user research and usability testing to find the real friction, not just the surface symptoms.

I work closely with product, design and engineering teams to build alignment and shape solutions that are practical, buildable and tied to real business outcomes. I bring a strategic eye to every project and regularly find opportunities to improve outcomes beyond the original scope.

Senior UX Consultant at Three (2019-01 – Present)

Contract, permanent from 2021

• Led UX improvements across complex ecommerce and device purchase journeys, using analytics, moderated research and usability testing to identify friction and drive design decisions.
• Worked closely with product, design and engineering teams to build alignment and shape practical solutions that balance user needs, technical constraints and commercial priorities.
• Self-initiated high-impact projects backed by data, provided design direction to colleagues, and regularly found opportunities to improve outcomes beyond the original scope.

UX Designer at Three (2017-01 – 2018-12)

Contract

• Led end to end UX research and design across the PAYG and SIM Only journeys, conducting moderated user testing that exposed significant navigational and clarity issues.
• Drove measurable improvements including a homepage restructure, a filter redesign that tripled usage within three months, and directly increased daily PAYG SIM orders.
• Set up Adobe Analytics dashboards independently to track the impact of each change and build a before-and-after measurement framework.

Senior UX Consultant at HeathWallace (2014-01 – 2016-12)

Contract, Lead UX in 2016

• Contributed to the global rollout of HSBC's financial services website, restructuring complex content-heavy journeys to align with new design guidelines.
• Stepped into Lead UX responsibilities as the project evolved, guiding work across teams and presenting to senior stakeholders in Shanghai.
• Collaborated with development teams in Hong Kong and Poland throughout delivery.

Interaction / UX Designer at Avvio Reply (2010-01 – 2014-12)

• Designed user experiences across web and mobile platforms for large digital projects, including the Orange Daily app for Windows Phone 7.
• Created interaction designs, prototypes and design guidelines. Ran client workshops to define product direction and align stakeholders.

BSc (Hons) in Multimedia Technology & Design with Professional Development – Brunel University (2002-01 – 2006-12)

BTEC ND in Graphic Design – Ealing Tertiary College (2000-01 – 2002-12)

A Level in Business Studies – Ealing Tertiary College (2000-01 – 2002-12)