I am a UX/UI Designer with 3 years experience in designing
user-centred experiences. 


UX Research

I am used to being involved in UX Research.
I will usually take notes and observe sessions.
I think that research is key, I never design by assumptions. I need to get to know who I am designing for and what issues we are trying
to resolve. 

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Once the UX Researcher has done the hand over, I would usually start by paper prototyping ideas and we would match them against user requirements to ensure we are on the right track. I would then do low-fidelity prototypes to be guerrilla tested by users. 

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Design is my background and I always feel like this is the 'fun part'. Once the low-fidelity prototypes are signed off, I will research great examples of design and decide which styles will suit the client and users. The goal is to create an overall digital look and feel.


I've worked with


View the full story in my offline version of my portfolio


"This website should be a place for the brand to live and breathe, not just a trading channel."



Habitat online sales were decreasing, especially on mobile and tablet. Their overall online presence wasn't strong with a lack of engaging content, alongside with a difficult path to purchase.


I started by doing a workshop with stakeholders at Habitat . I wanted to learn more about their brand and beliefs. During these workshops, I found out that they travel the world looking for the right  products, textiles and patterns for their stores. This insight guided my design in the sense that I wanted these stories teamed with their amazing photography on the website. I began researching how to incorporate the insight that each product has its own story alongside the brand into the Magento platform. I introduced a new layout and UI components to create a remarkable purchasing experience to represent Habitat as an engaging brand with exciting products.  

Habitat’s traffic has increased by 35% in the past year, and 50% of its customers use mobile and tablet devices to make purchases. 





Tate wanted to better serve the customer with an integrated eCommerce experience to easily purchase tickets and where products such as membership, books, prints and homewares can be cross sold or up sold.



Tate customers were not booking tickets on the online system, especially on mobile. Furthermore, users were unable to buy tickets and products at the same time. Tate wanted to better integrate the different stores (ticket, product, membership), and make ticket booking easier on mobile. 


Tate  has amazing exhibitions in unique spaces across the country . However, their online experience was failing to portray this. Using the UX requirements from Tate's previous research, I looked into how we could make the booking journey easier and more engaging. My design inspirations came from holiday booking mobile sites such as Airbnb and Thomson. I then looked at how I could adapt it for Tate. Using Tate's amazing imagery and content, we created new content elements such as videos, podcasts and reviews about each exhibition giving users more information, which resulted in more online bookings.   



MDU wanted to develop an app suitable for both Apple and Android users to provide members with up-to-date and easily accessible medico-legal advice and guidance.



The MDU is the leading medical defence organisation in the UK. They provide a guidance and advice section for members on the website. Unfortunately, members were calling rather than using these articles when seeking for advice. MDU wanted to lower the amount of calls and create a mobile app for their members to seek help and advice on the go. 


I wanted to take a human-centred design approach ensuring MDU members were at the heart of this project. I worked closely with our User Researcher who conducted user interviews to understand their expectations for an app. From the interviews the insights were translated into user flows, personas and UX requirements. Once the researcher did the handover I started paper prototyping around the requirements and then created a low fidelity prototype which went into usability testing with MDU members. I helped the researcher setting up and facilitate the sessions. Once changes from the testing were finalised, I started creating creative concepts on the potential look and feel of the app. I looked at similar apps (Flipboard, BBC and Medium) for design inspiration. I wanted the app to have a clean and simple editorial feel. I created the final template designs, modules and a style guide using Sketch.


Selfridges needed to optimise their emails for mobile to improve customer experience.



Selfridges customer emails were not optimised for mobile. Customers were finding it difficult to track their orders and find the necessary information they needed for collection of
purchased goods.


I was outsourced by Selfridges for 3 months, working on site with the UX team. We started by identifying customer needs and the key information they were looking for about their orders. I helped restructure the order status emails and how they can be optimised for mobile while incorporating email restrictions such as file size and use of imagery. I implemented UI elements to give the emails a Selfridges Premium feel.



Searching by personality rather than the ordinary search path



This is a side project that I did from a House of Fraser brief. They wanted a design solution where their content would enhance the customer experience and encourage users to spend more on the website consuming content as well as purchasing products.


I looked at House of Fraser competitors (Debenhams, John Lewis) to create a path to purchase experience that other stores did not have. Many of the competitors use categories such as colour and size and list 100's of products under them. I wanted to find a new way to refine these products to make the path to purchase experience simpler and more engaging. "Designing by personality" was the idea that consisted of categorising products by customers' personalities and tastes.
This was made to engage them with products and ease findability. For example, if you're buying
a gift for a friend who is a great cook, users would be able to browse products under the
'foodie' category.