Sophie Heywood
UX/UI Design | Product Design
Product Marketing

I am a UX designer and Product marketeer specialising in data-driven product development and delivering exceptional user experiences.

Download my CV


Professional Experience


UX Consultant | Barcelona Code School | December 2023 - present

  • UX consultant and designer for web and mobile chatbot project for Barcelona Code School.
  • Responsible for creating the product design solution and visual identity for BCS, working closely with developers on the ongoing implementation and iteration of the design solution.

UX / UI Design Bootcamp | Barcelona Code School | September - November 2023

  • 9 week full-time bootcamp in UX Design running through a Google Design Sprint and two projects from concept and research to design and iteration.
  • Four week design sprint: Conceptualised, designed and iterated a gamified productivity app for a Gen Z and Millennial customer, within design thinking and lean methodology frameworks.
  • Four week design sprint: Conceptualised, designed and iterated a kids activity booking app for parents living in Barcelona. Full ownership of the UX process from customer problem definition, user research and interviews to MVP definition, Information Architecture, UI designs (from sketches, low fi, mid fi and hi-fi), Mid-fi and Prototype testing and final iterations.

Campaign Lead and UX for Multi-brands | H&M | 2021-September 2023

  • Set and improved the UX of the launch and integration of multi-brand products on hm.com.
  • Led user research to define messaging, copywriting and visuals and optimise customer engagement and experience of multi-brand products on hm.com (web and mobile).
  • Developed and implemented the Multi-brand Narrative across touch-points, setting positioning, messaging, and clear navigation and user flow to create a compelling story and easy user experience.
  • Expanded the Go-to-Market (GTM) marketing strategy and implemented the annual activation plan for external brand partners across 6 European markets.
  • Managed global and regional teams to activate cross-channel data-driven campaigns.
  • Defined KPIs to track campaign performance and optimized activities based on results.

Key Achievements:

  • +20% increase in CTR on marketing creatives for the age 18-24 segment via iteration and testing of content strategy and collaboration with the Content Lead.
  • Secured Levi’s as a key brand partner for H&M by presenting strong creatives and strategy.
  • + 61% sales increase for Good American Christmas campaign and + 1164% sales increase for Levi’s 150 anniversary campaign, leveraging strong creatives, strategic channel placements and optimised customer journeys across the digital product.

Product Development and Campaign Lead for Itsapark | H&M | 2019-2021

  • Worked closely with product management and developers to create, launch and iterate on the digital product Itsapark, a sustainable fashion & lifestyle e-commerce platform.
  • Conducted agile development processes, testing multiple MVP concepts within customer feedback loops.
  • Conducted User Research, User Interviews and AB tests to iterate the digital product, marketing communications and product and brand positioning.
  • Worked with the CMO and CEO to define the Brand ID, purpose & story, including TOV, content strategy and messaging across the platform and marketing channels.
  • Led and managed a creative marketing team to create and deliver full-funnel strategic content campaigns from ideation to execution across paid, earned and owned channels.
  • Defined all marketing UX including CRM onboarding flows and CRM content strategy.
  • Tracked campaign insights and KPI’s, implemented improvements, and optimized the digital product and messaging based on customer feedback and research.
  • Secured language and visual consistency across touchpoints to deliver a seamless experience.
  • Led retention strategy including developing a CRM strategy and rewards programme.
  • Led multiple OKRs which involved prioritisation & management of many stakeholders and initiatives to tight deadlines.

Key Achievements:

  • Two full-scale product pivots to realign the business idea with customer needs.
  • Via user research (interviews and surveys) and usability testing I achieved 80% customer resonance with our positioning, messaging and asset design.
  • +118% increase in conversion, 2% CTR, and reduced 50% bounce rate to 25% via AB testing and optimization of landing page design.
  • +80% engagement and +115% CTR for newsletters via AB testing and iterations including personalizing content, improving designs, optimising frequency & customer segmentations.
  • + 20% month-over-month (MoM) user return rate by implementing smooth onboarding flows, reminder emails, and push notification journeys.
  • Successfully launched 2+ full-funnel campaigns targeting the Gen Z female customer.

Visual & Communications Lead | HER1 | 2018-2019

  • Led the communications strategy for Berlin beauty and supplement start-up HER1, including strategic PR placement, content and brand strategy.

Account Lead | Luxley Communications | 2014-2018

  • Brand and Profile management - Brand Strategy, PR, Marketing, Brand Partnerships, Influencer Campaigns, Events across lifestyle. Key Clients: Hellofresh, OMEGA and Marcus Wareing.
  • Key role in agency growth: 10 successful new client pitches, 90% client renewal rate.

Merchandising Assistant | JAEGER | 2013-2014

  • Managing the WSSI, warehouse deliveries, supplier relationships, replenishment, stock management, volume planning, pricing for new collections and weekly performance reporting.

Audit Graduate Programme |Deloitte| 2012-2013

  • Audit associate working on a number of projects including CHANEL and Juicy Couture and preparing for the audit qualification.

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Education

Barcelona Code School | UX/UI Bootcamp

Full-time in-person

September - November 2023 | Barcelona, Spain


  • Ability to work with an AGILE team project design sprint
  • Competent in the use of UX designer software and tools; Figma, Figjam, Miro, Notion, Adobe Illustrator
  • Application of UX heuristics and UI design concept
  • Final research and case study (Personal project): Kids activity discovery and booking app. My main goal was to make life easier for overwhelmed, time-poor parents living in Barcelona.
  • Final research and case study (Team project): Gamified productivity app targeting the Gen Z and Millennial audience.

Reforge | Product Marketing, Marketing Strategy & Finding Product Market Fit

Part-time

January - February 2023

  • Completion of the Product Marketing online course covering: Product Positioning and Messaging, Budgeting and Pricing & Packaging, Go-to-Market Strategy and Metrics and Post-Launch Measurement.
  • Completion of the Marketing Strategy online course covering: Brand Marketing, Product Marketing, Growth Marketing and Executing Your Cross-Domain Strategy.
  • Completion of the Finding Product Market Fit online course covering: Defining the Product/Market Fit Narrative, Validating Riskiest Hypotheses, Measuring Product/Market Fit and Growing Users.

CIM (Chartered Institute of Marketing) | Digital Marketing Diploma

Part-time

January 2014- November 2015 | London, United Kingdom


  • Completion of the Digital Marketing Diploma with modules covering: Marketing & Digital Strategy, Digital Optimisation and The Digital Customer Experience.

University of Bristol: First Class Honours, History BA

Full-time BA degree

September 2008 - June 2012 | Bristol, United Kingdom


  • Joint winner of the History Dissertation Prize

Wycombe Abbey School: 4 A´s at A-level (History, History of Art, French, Art & Design).

September 2007 - June 2008 | London, United Kingdom


  • Top mark in the UK for my Art & Design A-level.


OTHER:

The Minded Institute: Certified Professional Diploma for Yoga Therapy 550 hours: (BCYT) (IAYT) (NCIP) accredited

  • Qualified to work with Chronic Diseases/Physical Conditions: Autoimmune Conditions, HIV, Cancer, Skin Diseases, OCD, IBS, IBD, Parkinson’s Disease, Alzheimer’s Disease, Diabetes, COPD, Infertility, Hypertension, Heart Disease, Lymphatic Issues, Chronic Pain, Osteoporosis, Kidney Disorders, Skin Conditions, Lower back pain, Traumatic brain injury, Ehlers Danlos Syndrome/Hypermobility.
  • Qualified to work with Psychological Conditions: Anxiety, Postnatal depression, Prenatal depression, Depression, Bipolar Disorder, ADHD, Schizophrenia, Addictions, Eating Disorders, Borderline Personality Disorder.

Kranti Yoga School: Certified Ashtanga Yoga Teacher 200 hours


Premier Training: Certified Personal Trainer Level 4

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Tools & Skills

Tools:

Figma | Figjam

Miro

Adobe XD

Invision

Sketch

After Effects

Notion

Airtable

Trello

Jira


Skills:

People skills & teamwork

Rapid sketching

User Research

Conducting Interviews

Usability Testing

Information Architecture

Agile/Scrum methodology

Wireframing

Prototyping

Brainstorming ideas

Sketching

Visual Design

Illustration

3D Modeling

Communication and Presentation skills

Team management


Languages

English (Native)

Spanish (B2)

French (Basic)

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Say Hi

sophi.heywood@gmail.com​​​​​​​

Linkedin

Barcelona, ES | London, LDN

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