Here is a selection of projects I have worked on. I have comprehensive case studies for each project, and I'm happy to discuss these in more detail or walk you through them during interviews. If you're looking for anything specific or would like a copy of my CV, feel free to get in touch.
Full product redesign
I led the overhaul of Experian's consumer products, enhancing usability, functionality, aesthetics, and overall user experience. The challenge was to boost user engagement and revenue through a freemium model while addressing outdated designs, poor usability, fragmented experiences, and technical constraints.
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My approach included market research, stakeholder collaboration, brand exploration and iterative user testing. I led a team that developed high-fidelity prototypes, a refreshed visual identity, and a scalable design system.
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The redesign led to significant improvements in user satisfaction, engagement, and net promoter scores. Additionally, it ensured compliance with industry standards and inclusive design principles.
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Scaling a design & research team
Beginning with a centralised team of three UX and two UI designers, I built a high-performing team of sixteen product designers embedded in product teams, supported by a centralised team of UX writers, researchers, and design system designers. To ensure that our team could deliver features to customers more quickly, I had to establish the necessary tools and processes. Additionally, I focused on improving the design decisions they made by making sure everyone had a deep understanding of our customers and a clear vision of the user experience we wanted to create.
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To achieve this, I focused on talent acquisition and development, process building, fostering collaboration, and aligning with business objectives. I implemented a design process across all stages from innovation to product design, and put a comprehensive experience framework in place. Regular design sprints, collaboration tools, and cross-functional workshops enhanced creativity and teamwork.
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As a result, I achieved significant improvements in user satisfaction and engagement, increased employee happiness and retention, and fostered a culture of innovation.
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Identity protection app redesign
I led the rapid redesign of Experian's fraud protection app. This involved redefining existing features and implementing new engagement mechanics to enhance user engagement and safeguard our customer's personal and financial information from identity theft. Despite Experian's valuable protection services, customers were reluctant to use fraud protection tools due to unawareness of risks associated with identity fraud, skepticism about the effectiveness of fraud protection tools, perceived inadequacy in how the app prevents identity fraud, and complexity of the app and identity fraud. .
To tackle these challenges, I led a redesign process that involved GV design sprints, ideation workshops, user testing, and stakeholder workshops. The revamped product performed extremely well during testing and is scheduled for launch later this year. It is expected to significantly improve usability and deepen customer comprehension of fraud protection measures, ultimately empowering our customers with improved protection.
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Designing for everyone
To ensure our products adhered to the FCA's Consumer Duty guidelines and were accessible to all users, I developed an inclusive design framework. This involved in-depth user research to understand diverse needs, collaborating with stakeholders to integrate accessibility standards, and implementing design principles that prioritised universal usability.
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I developed a comprehensive framework that helps designers to create products that meet the needs of all our customers, and provides them with the highest standard of care and support. It specifically addressed the needs of vulnerable individuals who may be at a higher risk of harm or disadvantage.
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In addition, I fostered a culture of inclusivity, ensuring that we designed with diverse perspectives and the empathy and understanding necessary to create more inclusive products.
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The outcome is that we not only improved the user experience for our users, but we also strengthened our commitment to ethical design practices.
Energy-saving app design
I led the design of E.ON's app to help customers monitor and reduce home energy usage, leveraging behavioural economics to address low engagement, behavioural inertia, and low trust.
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Through extensive research, I developed an Engagement, Education, and Change framework to guide feature development. By conducting design sprints and usability testing, I led the creation of an app that provided a clear understanding of energy usage, along with insights and energy-saving incentives that encouraged users to be more energy-efficient. Supported by a comprehensive content strategy, the app was successfully launched within nine months.
The app successfully reduced household energy consumption by 8% annually and increased trust in E.ON's services.
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Service design (various)
I’ve led service design across sectors such as banking, agriculture, and travel – helping organisations simplify complex journeys, streamline internal workflows, and deliver better experiences. Highlights include:
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Redesigning the onboarding journey for a private bank to reduce internal friction and better support colleagues in delivering a high-touch client experience
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Shaping the future of livestock traceability for government, mapping the end-to-end ecosystem and identifying ways to ease the burden on keepers while strengthening disease response
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Leading a six-week sprint for an international airline, combining customer insight and co-creation to launch pilots that enhanced satisfaction and competitiveness
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Get in touch if you'd like to see a detailed case study for any of the above or a different case study