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Skills & Design:

  • Design thinking

  • Research

  • Product strategy

  • Line management

Outside of work:

Hey I'm Melissa

A Senior Product Designer with a passion for shaping meaningful e-commerce experiences.


Over the past nine years, I’ve been designing digital products, mostly at smaller, lean startups in the e-commerce space. I thrive in fast-moving environments where every design decision has the power to affect real users, real data, and empower key business decisions.


My work revolves around understanding people - their needs, frustrations, and what delights them. I believe e-commerce isn’t just about selling things, it’s about creating trustworthy, enjoyable experiences for customers. When my designs help someone find what they need easily, feel confident in their purchase, or simply enjoy using an app or website — that’s what keeps me excited.

Recent work

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Faceswap Photocards

thortful | App | Innovation & AoV

This project is an exciting innovation that leverages AI technology to create an industry-first feature, allowing customers to insert faces from their own photos into specially designed creator led templates, including celebrities, caricatures, and funny characters. The result is a highly personal and humorous greeting card experience that builds on personalisation, boosts engagement, drives growth, and enhances thortful’s proposition for quirky, creative designs whilst supporting independent creators.

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Personalisation

thortful | Retention | App & Web

The Face Swap project introduced an industry-first AI feature that lets customers insert their own faces into creator-led templates featuring celebrities, caricatures, and humorous characters. This innovation enhanced thortful’s reputation for quirky, creative design while supporting independent creators. The feature delivered strong results — a 2% uplift in average order value, with 12K app users performing nearly 60K swaps (an average of five per user), and around 5K Face Swap cards purchased, accounting for 6% of all app sales.

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App Optimisation

thortful | LTV | Retention

Despite steady growth in downloads in iOS, Thortful’s mobile app was underperforming in critical areas of user experience, across both platforms. Android growth had plateaued, users faced frequent crashes and performance instability, negatively impacting retention and reviews. On iOS, key features available on the web were missing, limiting functionality and convenience. 

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