I'm Karine, a Principal Product Designer who thrives on complex, messy problems in high-stakes environments.
Over 16 years I've shaped products used by millions, from ASDA's first loyalty app (5M monthly users, £100M+ in rewards) to Sky Betting & Gaming's multi-brand replatforming. I work best when I'm embedded in a team, leading discovery and research through to high-craft UI and shipped product.
Led the design of Lookers’ online buying journey, reducing the sales cycle from 4 hours to 1 hour and earning the Online Customer Experience Award in 2022.
Delivered Sky Betting & Gaming’s transformation, creating consistent user experiences for millions of users.
Drove revenue growth through data-driven experimentation, generating millions in monthly returns from A/B testing platforms for Manchester Airport Group and Routledge.
Delivered ASDA’s first-ever loyalty app, achieving £100 million in rewards for over 5 million monthly active users and winning the Tech Team of the Year award for this groundbreaking success.
Ladies that UX talk - March 2025
Beyond the day job
I run @badbad_ux, a 63K-follower Instagram channel highlighting examples of poor UX and sharing how thoughtful design makes a difference.
I also speak at events and conferences, most recently at the Natter Conference in November 2025, delivering a talk "Beyond the Bet" on designing for trust in a heavily regulated industry.
