An online marketplace and registration platform for endurance events, Let's Do This connects participants to their next experience and gives event organisers the tools to manage and grow their races seamlessly.
As a Principal Product Designer, I design our Registration Platform for international event organisers—including the London Marathon, the world's largest marathon ballot. I now lead design for Nova, our AI-powered analytics and marketing agent.
→ Product discovery
→ Consumer & B2B
→ Web and mobile interfaces
→ Chat & agentic AI UX
→ AI prototyping
→ Design systems (eg. Figma)
→ Interaction & usability
Event Registration Flows
I led the design of new registration flows that allow event organisers to award limited entry spots via ballot or qualification. Piloted with the London Marathon, we launched a seamless experience that processed over 1 million ballot applications—a Guinness World Record. We later scaled the system into a configurable product, enabling other events to launch custom ballots with pre-authorised payments and merchandise upsells.
I also designed an in-house payment plan system, reducing participants' financial barriers to entry. I conducted user research to ensure the UX copy was clear and concise, and worked with engineering to design end-to-end flows including payment failure scenarios.
→ Raised $4.91 mil in non-profit donations for London Marathon Foundation.
→ Payment plans achieved 19% uptake, +7% checkout CVR
Event Management for Organisers
As Let's Do This expands into the UK and US markets, I've worked with our product team to launch a revamped event setup experience, transforming a legacy configuration system used only by our internal team into a self-service product for organisers. This involved journey mapping and service design workshops to identify inefficiencies, followed by IA and layout improvements and clearer copywriting to guide organisers through advanced setup options.
I also designed a unified customer view that gives organisers a complete picture of each participant's history—including an AI-generated summary, registrations, memberships, emails sent, and payment timelines—so they can resolve support queries faster.
→ Reduced event launch setup time by 80%
Nova: AI-powered growth agent
As the company pivoted toward AI-first products, I led the end-to-end design of Nova, an AI tool that helps event organisers grow their business.
The analytics agent uses a natural language interface to surface performance trends, participant data and marketing opportunities. I was responsible for the full product design from concept to launch, including the interface, conversation UX patterns, and system prompt guidance that shapes how the AI communicates. I collaborated closely with engineering and data science to balance analytical depth with usability for non-technical users.
We also launched a marketing agent and extended the UX to include agentic and co-creation flows, to allow event organisers to identify audience opportunities and create tailored campaigns. The core UX challenge was designing hybrid workflows that blend conversational AI with traditional editing tools, giving organisers control and reassurance.
→ Increased organiser engagement by 15x over 2 months (measured in messages/week)