Updraft

The Updraft Web Journey is a React-based eligibility flow that replaced a friction-heavy app-first process, making onboarding faster and more accessible. I identified this opportunity from user data, championed the initiative at leadership level, and owned delivery from concept to optimisation. This project became Updraft’s primary acquisition channel, driving major cost efficiencies and inspiring future web-first experiences.

• Led full design, specification, and delivery of a new web-first eligibility journey
• Reduced Cost Per Acquisition by 48% and improved funnel efficiency
• Shifted 90% of user interactions to the web, simplifying onboarding
• Introduced A/B testing and continuous optimisation for data-driven iteration
• Created a scalable foundation for aggregator and partner-led web journeys