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freelance ux design and conversion optimisation


User experience design (UXD) and conversion rate optimisation techniques inspired by data, with measurable results

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freelance ux design and conversion optimisation


User experience design (UXD) and conversion rate optimisation techniques inspired by data, with measurable results

Data-informed (not data-driven) UX design

We design, build and optimise web, mobile and responsive sites while working to increase conversion rate, improve user engagement, raise brand awareness and extend brand reach for our clients.

To do this, we use data to inform rather than drive our user experience design and conversion rate optimisation processes. This helps to mitigate the risks of digital design work and allow for creativity and intuition within user centred design (UCD) and conversion rate optimisation.

By analysing a combination of qualitative and quantitative data sources including web analytics, user research and media campaign results, we gain actionable insights that take the guesswork out of design decisions.


Design your website

User research, user testing, user experience design (UXD) and build to deliver successful user experiences and data informed web, mobile and responsive websites. 

Improve your website

Landing page optimisation (LPO) and conversion rate optimisation (CRO) to deliver measurable site performance improvements so you can maximise media campaign ROI.

Promote your website

Landing page build and testing to support lead generation campaigns with search engine optimisation (SEO), pay per click (PPC) and display advertising provided by trusted partners.

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design showcase


We work on a freelance and consultancy basis, crafting user experiences for individuals, businesses and award-winning digital agencies

design showcase


We work on a freelance and consultancy basis, crafting user experiences for individuals, businesses and award-winning digital agencies

Informed Design in action

UX design and content strategy

203% uplift in traffic and 12% uplift in referrals for MyDestination.com

Conversion rate optimisation

124% uplift in landing page conversion rate for Cow & Gate's C&G baby club

Responsive web design and build

Website accessible via multiple devices and screen sizes for ASH design + assessment


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our training courses


We create and deliver bespoke CRO, UX design and digital copywriting training courses through our training partnership with The Digital Co.

our training courses


We create and deliver bespoke CRO, UX design and digital copywriting training courses through our training partnership with The Digital Co.

A unique training partnership

Informed Design is proud to be part of The Digital Co, a partnership of some of  Scotland's top digital specialists, transforming the way digital marketing theory is put into practice.

Our training courses are designed to challenge you at every turn, offering insightful and actionable advice.

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about sarah


I'm a multi-disciplined, freelance UX designer and optimisation consultant

about sarah


I'm a multi-disciplined, freelance UX designer and optimisation consultant

Informed Design by Sarah Curds

I'm the owner and director of Informed Design and have been busy designing, optimising and marketing user experiences for over 14 years. I'm a Certified Professional for Usability and User Experience awarded by the International Usability and UX Qualification Board (UXQB).


What I do

I learn about my clients' business, undertake user/market research and analyse web/customer data to better understand audience and business needs.

I use this information, with some creative flair, to design user interactions and optimise web, mobile and responsive sites.

I use many tools and technologies in my trade including Adobe Design Suite, Morae, Axure, OmniGraffle and Optimizely.

How I work

I work on a consultancy basis with my own clients and also in a freelance capacity for digital agencies.

I use a trusted network of contacts to scale my team up or down to meet the needs of each new project. 

Based near Edinburgh, I work with a wide variety of clients across many sectors in Scotland, the rest of the UK and Europe.

My background

I'm a graduate of The Robert Gordon University and started working in digital design and marketing back in 2000. 

I established Informed Design in 2014 after spending over 8 years with one of the top digital agencies in Europe leading complex international design and marketing campaigns for brands big and small.

For more info about my experience and skills check out my profile on LinkedIn or follow @SarahCurds on Twitter.


If you have a project you need help with, get in touch.