Made With Intent

The platform that helps retailers predict visitor intent and find the value others overlook

Founder

The Person in Personalisation

As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work—a personal touch. 

This book explores why. And if it can change

Author

Ruroc

Maturing digital operations, structure and process with a particular focus on conversion optimisation and personalisation

Digital Board Advisor

CurrentBody

Supporting to mature digital product operations, particularly within an optimisation, experimentation and personalisation capacity.

Brainlabs

Build, curate and deliver best in class conversion optimisation product for our client base that aids their performance marketing needs

Global VP Conversion Rate Optimisation

CIM | The Chartered Institute of Marketing

I run a course for the Chartered Institute of Marketing where delegates learn how to approach a strategic process of conversion rate optimisation where you will learn how to implement a robust conversion optimisation methodology and culture which can deliver huge and real uplifts in conversion rate, sales revenue and profitability.

Delegates inc. Product Directors, Heads of Product, head of eCommerce, eCommerce Directors and C-Suite executives

(MCIM) Course Director for Advanced Conversion Rate Optimisation

User Conversion

Founded User Conversion - one of UK’s leading independent optimisation consultancies. Grew and successfully exited the business to multi-million revenues. 

Worked alongside of some of the biggest e-commerce businesses in the UK inc. Boots, BrewDog, Sports Direct, AVON - helping to mature their conversion optimisation and experimentation strategies.

Founder (+ successful exit)

WilsonCooke

UX and Optimisation Strategist

Digital Project Manager

McCann Worldgroup

Cogent

Digital Account Executive

Hey, I’m David

🎯 Founder and successful exit of User Conversion; UKs top conversion rate optimisation consultancy
📕 Author of "The Person in Personalisation" 
📍 Founder of Made With Intent: Real-Time Intent Platform
🎆 Big kid. Fan of Disney 

--- 

As ecommerce professionals, we’re living in an era where data and insight have the potential to transform how we connect with our visitors.

We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.

Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.

At Made With Intent, we’re on a mission to give you the data and delivery system you need to guide each visitor to purchase. Appropriately. In the most impactful way for them.

If you’re interested in using intent to improve your ecommerce experiences, or just curious about the world of data-driven growth, I’d love to connect.




✅ Former founder building (and successfully exiting) one of the UK’s largest independent conversion optimisation consultancies - User Conversion. 
✅ Global VP of CRO at Brainlabs building world-class conversion product for digital businesses.

David Mannheim

Announcing our fourth keynote at Intent in a Tent, Aron Gelbard co-founder of Bloom & Wild. It turns out “being nice” is a growth strategy, and he has the data to prove it. ⛺️

On February 24th, you're invited to listen to Aron talking about Caring Wildly. A growth lever brands often overlook when prioritising the immediate and overly transactional.

He'll share his story about how empathy and generosity gave one of the UK’s most loved brands its competitive edge. And it goes far beyond just saying you're customer-first in a boardroom. We've all heard that one.

It’s about how Bloom & Wild measure care, right down to repeat rates, market share, and lifetime value. How they use it to grow while everyone else chases the transactional measures (hello conversion rate, I see you)

If you’ve ever wondered whether playing the long game pays, this is your answer.

He joins a lineup including the founders of The Inkey List and SURI, plus special guests from Formula 1 and Liverpool FC, all sharing ways to find the value others overlook.

💐 Apply for a free ticket here. 350 spots for people at eCommerce brands only. February 24th, 2026 💐

Founder and CEO, Made With Intent - Real-Time Intent for Online Retail

⛺️ Announcing our third keynote for Intent in a Tent. One of Formula 1s top race strategists, shaping winning moments for Ferrari, Haas Automation, Inc. and Sauber.

Meet Ruth Buscombe 🏁

Intent in a tent is a 350-person eCommerce event about finding value that others overlook. Those moments that matter and responding to them, there and then. (Apply for a ticket for February 24th, 2026)

Her talk, “When Strategy Meets Reality”, is all about that. How to adapt and react in the moment; in both F1 and ecommerce.

Because races are won or lost in moments. Nothing says 1% increments more than this sport. 

Teams build sophisticated plans. Models. Simulations.

And then the lights go out, chaos takes over, panic ensues and we all end up giving discounts to satisfy a poor trading period. 😂

How do you have the courage to change the plan and fast when real-time insight tells you to.

Where do you find the edge in the data?

Ruth will share stories from the pit wall about how split-second decisions can change everything.

A metaphor for what Intent in a Tent is all about:

🔥 Finding value that others overlook
🔭 Spotting the right signals among the noise.
🤯 Turning adaptability into your advantage.

🏁 Apply for a ticket here. eCommerce brands only. February 24th 2026  🏁

I have a love hate relationship with Disney. And it's that surprising relationship that started Made With Intent. 

I love Disney. The parks, the films, the history, the earnings calls all wrapped up in one warm nostalgia blanket. It means a lot to me. 

But. The shift in how Disney measure their success towards share of wallet, has meant that they've moved away from Walt's original vision of inclusivity. "To all who come to this happy place, welcome" he once said. 

Now its for the top 5% of earners. Disney park ticket prices have grown at a rate nearly nine times that of inflation 💴

A wine-paired prix fixe meal at the Michelin-starred Victoria & Albert’s at Disney’s Grand Floridian hotel starts at over $1,200 for two.

Fast passes costs up to $30 per person per day, doubling the price of a days ticket for a family of four, giving priority to travelers who book a guide, purchase expensive passes or stay at a Disney property.

Part of it is societal; the middle class has so eroded in size and in purchasing power and the wealth of our top earners has so exploded. But most is greed; short-termist share price manipulation that serve whatever CEO is in charge.  

And that love-hate conflict is a reason why I wanted to create something like Made With Intent. No, really. 

Something that shines a light on the purely short-termist, transactional nature of the eCommerce industry. 

Something that shows there can be a better way to measure and treat those who visit our website, with a balance of long-term LTV and retention. 

Something where experiences and communication isn't thrown in the faces of site visitors desperate for them to buy, but acts in support of their needs; appropriate to their job to be done.  

Our mission at Made With Intent is to change the perspective of ecommerce for the better. For the better of brands, and for the better of those that visit. 

Disney should have a similar mission statement. Thanks for the inspiration Bob (Iger), but something needs to change.

🤔 Weird thing I’m noticing: People trust AI to help them find products more than they trust search engines. But not because it’s more objective, just because it feels more objective.

Spoiler alert: I think that tiny perception shift is about to reshape discovery in ecommerce.

👇

How do people use Chat GPT currently? Just last month, Aaron Chatterji et al produced a paper for the National Bureau of Economic Research on how peop

Open article: Agentic eCommerce: The Current Consumer View by David Mannheim • 5 min read

Agentic eCommerce: The Current Consumer View

125 intent-based experiences in 30 days. A new record. 

Four a day. Double what July was already. Our customers are responding to user intent, creating and triggering experiences there and then; intervening to behavioural signals and predictions. 

And it’s not because we’ve suddenly got a tonne more customers (we’ve got more, sure, on our journey). But it’s because they’re doing more with intent.
25% more, in fact.

And that’s what this is really about for us. 

We're changing how brands think about ecommerce at Made With Intent

To do that we aim to democratise the idea of intent and own it. We've spent over 45,000 hours thinking about this one thing. It makes sense to make it accessible, usable, everyday.

It's why we're not enterprise and exclusive. But we are building something for everyone who wants to understand their customer better.

And when I see moments like this, I can’t help but think we’re getting there. 🙌

A lot of brands talk about being “consumer first”. Colette Laxton actually built one that is. The INKEY List | B Corp. So we invited her to keynote and talk about her story at Intent in a tent, February 24th 2026 

️There’s no one better placed to talk about “what happens when you stop following and start listening?" This is a story about flipping the script on the skincare industry.

Before The INKEY List became a $100M rocket ship, Colette noticed something the industry ignored. People were overwhelmed. Confused. Asking real questions that no one wanted to answer.

It’s all about listening and helping, not telling and pushing. 

Sound familiar? It’s customer intent in a bottle. Understanding where the customer is coming from and where they’re at, then responding to those signals.

Collette will be joined by:
🏎️ Ruth Buscombe (ex-Ferrari F1 race strategist) on pit wall adaptability.
⚽️ Ian Graham (ex-Liverpool FC research director) on football data no one else thought to check.
💐 Aron Gelbard (Bloom & Wild) on Caring Wildly.
🪥 Mark Rushmore (SURI) on thinking in increments.

350 of the fastest-growing brands. All in one place (a big tent). All challenging the “more, more, more” mindset of eCommerce.

Register here for your spot on February 24th, 2026 here -> www.madewithintent.ai/tent

I have the most wonderful UX Director / Head of UX Design in my network looking for a new challenge ✏️ (I wish I could hire him). DM me if you're looking.

UU3 Limited

Helping cross-functional teams uncover friction, improve accessibility, and make more human-centred, evidence-led product decisions.

Highlights:
• Led mixed-methods research across ecommerce, fintech, SaaS, healthcare, education, and travel
• Interviews, diary studies, usability testing, survey design, card sorting, journey mapping and more
• Delivered accessibility audits (WCAG), heuristic evaluations, and full-site UX reviews
• Translated behavioural insight into testable hypotheses, A/B tests, prototypes and roadmap input

Tools: Figma, Miro, Hotjar, Typeform, Zuko, Convert, SurveyMonkey, Google Analytics, Clarity

Sectors: eCommerce, automotive, SaaS, fintech, healthcare, telco, education & travel
Clients: Deloitte, O2, Belron®, MedDigital, Convert.com, Zuko Analytics, LINK Health Group, Olivers Travels and various Conversion Rate Optimisation Agencies

Whether simplifying a checkout flow or unblocking a strategy sprint, I turn complexity into clarity and break silence into insight.

Consultant: UX Research, Inclusive Design & Behavioural Insight

Endless Gain

Led full-stack research and experimentation for ecommerce brands — blending accessibility, behavioural insight, and brutal honesty to turn user friction into measurable growth.

Highlights:
• Designed and ran full research programmes: usability testing, surveys, heuristic reviews, cross-device audits, session replays, and biometric lab testing, user interviews and more
• Developed A/B and multivariate testing strategies for clients like Studio Retail (£424m T/O) and Moss Bros (£129m T/O)
• Crafted hypotheses grounded in qual, quant, and behavioural data — translating wins into dev-ready specs, QA protocols, and roadmap updates
• Delivered accessibility audits and baked inclusive UX into testing and design cycles
• Managed UX/UI design reviews and ensured outputs met both brand and optimisation standards
• Oversaw cross-functional collaboration between dev, analytics, and design teams; ran org-wide training on CRO principles
• Acted as strategic lead and client point-of-contact, aligning work with commercial goals, constraints, and delivery cycles

This role wasn’t just about better tests; it was about embedding a culture of evidence-led, human-first decision making.

Director of Optimisation

Purestone

Led end-to-end delivery of digital projects while improving internal systems to reduce friction, speed up delivery, and raise quality standards.

Highlights:
• Managed full project lifecycle from discovery to launch 
• Delivering client websites with strong UX, technical stability, and clear scope
• Introduced cross-team workflows to streamline handovers between design, dev, QA, and client sign-off
• Wrote technical specs, created wireframes, and conducted usability reviews to support dev and design teams
• Handled server setup and light-touch database admin to keep projects moving (and devs unbothered)
• Brought systems thinking into a growing agency environment,  helping scale delivery without sacrificing quality

Web Producer

Deloitte & Touche

Designed and built the front end for a complex international tax filing platform aimed at US citizens living abroad, blending development with early-stage UX, usability, and accessibility.

Highlights:
• Created user flows, wireframes, and interaction patterns for a high-complexity product with legal and technical constraints
• Designed and moderated usability testing sessions (scripts, task flows, analysis) and used findings to improve the interface
• Conducted user acceptance testing (UAT) and QA to ensure functionality matched both business requirements and user needs
• Developed the front-end interface using standards-compliant XHTML/CSS, with WCAG accessibility baked in

User Interface Developer

Investorcom

Supported the development and maintenance of investor-facing websites across a portfolio of corporate clients balancing content accuracy, client needs, and platform stability in a fast-paced, finance-adjacent environment.

Highlights:
• Maintained and updated digital content across multiple client sites, ensuring clarity, timeliness, and accessibility
• Liaised with clients to gather requirements, manage approvals, and ensure smooth content delivery
• Supported new site builds and feature rollouts, including QA testing and error checks prior to launch
• Gained foundational experience in CMS platforms, stakeholder management, and content QA workflows

Assistant Web Producer

Lovefilm

Led front-end development across LOVEFiLM’s main site and white-label platforms, creating clean, scalable code with early advocacy for accessibility and user-centred thinking.

Highlights:
• Built and maintained front-end architecture using template-driven CSS and scalable design patterns
• Integrated new features into existing PHP frameworks while maintaining brand consistency across deployments
• Collaborated with cross-functional teams (dev, marketing, editorial) to align UI delivery with business goals
• Advised on accessibility and usability standards during product development
• Oversaw QA and mentored a junior front-end dev on implementation and testing
• Witnessed formal user testing for the first time and saw firsthand how real people struggled with websites designed on assumptions. This moment sparked a lifelong obsession with usability, accessibility, and evidence-led design.

Lead Front End Web Developer

Delivered front-end development for O2’s main site and emerging platforms — supporting ecommerce growth, platform innovation, and the company’s major brand transformation.

Highlights:
• Built and deployed site functionality including instant publishing tools, interactive content, and early ecommerce journeys
• Consulted on UI/UX design for internal tools and customer-facing features across desktop, mobile (PDAs), and digital TV platforms
• Led page-level analysis to improve usability, performance, and content discoverability
• Took on team leadership during a major brand relaunch — managing and mentoring 3 junior developers
• Developed cross-browser and cross-platform solutions before it was cool (and before Chrome even existed)
• Also: made things work on a BlackBerry. I’m still recovering.

Front End Web Developer

Genie Internet / 02

Front-end development placement in O2’s early mobile innovation arm, Genie Internet, to building web and WAP interfaces at the dawn of mobile connectivity.

Highlights:
• Developed web interfaces using HTML and early CSS for Genie’s consumer-facing web properties
• Contributed to WAP (Wireless Application Protocol) development — designing experiences for pre-smartphone mobile access
• Ran regression and QA testing during site updates to ensure cross-platform stability
• Gained early exposure to accessibility and usability principles within a multi-disciplinary product team

This was the role that sparked it all and gave me my first taste of designing digital products for real users (and real limitations).

Web Developer

Draco Computers Ltd

Provided web and tech support for small businesses, maintaining websites, building PCs, and handling support calls back when “have you tried turning it off and on again” was still considered advanced diagnostics.

Highlights:
• Built and updated websites for local clients using HTML and early WYSIWYG tools
• Assembled PCs and configured hardware/software for small business use
• Answered tech support calls with patience, persistence, and a lot of Ctrl+Alt+Delete

Industrial Year Placement - Web Master

I bring 20+ years of experience helping teams turn complexity into clarity through evidence-led UX research, behavioural insight, and accessibility strategy that actually makes a difference.

Whether I’m helping scale a fintech onboarding flow or mentoring early-career researchers, my work is grounded in curiosity, clarity, and care. 

I help teams ask the right questions, understand what really matters to their users, and make decisions that are inclusive, strategic, and backed by real insight.

🧠 Core expertise:
Mixed-methods UX research (interviews, testing, surveys)
Accessibility audits & inclusive design (WCAG)
Behavioural insight & user psychology
Research-informed UX writing 
A/B & multivariate testing strategy
Mentoring, onboarding & public speaking coaching

🎤 I'm also an international speaker and workshop host, known for making complex research accessible, and helping others do the same. From £100M functionality bug hunts to “why your form sucks,” I bring evidence and empathy to every talk.

UX is my superpower. Bad design is my hero origin story.

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David Mannheim

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