I am passionate about using design to transform people's lives, going beyond traditional UX/UI to encompass comprehensive service and customer experience design.
My approach focuses on driving engagement and behavioural change through innovation, GDS methodology, creating simplicity from complexity, and prioritising user needs and accessibility at every stage.
As a senior GDS visual UX/UI designer and lead product designer, I specialise in transforming complex challenges into intuitive, user-centred experiences. My methodology combines strategic design thinking with systematic approaches—incorporating quantitative user research, wireframing, and journey mapping into rapid prototyping and usability testing within lean and agile frameworks to deliver visually compelling and functionally robust designs.
Recent Focus Areas
I have been integrating AI into journey and service UX experience design for healthcare products, developing accessible and scalable design systems with template variations and agile adaptations. This work combines GDS methodology with solid information architecture to support data-driven AI digital transformation initiatives.
I excel at visualising concepts through high-fidelity prototypes for stakeholder engagement and testing, bringing strong problem-solving and analytical thinking to every project.
Approach & Philosophy
Driven by curiosity and continuous learning, I focus on expanding ideas and identifying innovative opportunities that contribute to product development and user experience enhancement. My work spans NHS and business products, with particular expertise in visualising new AI applications for product development.
I specialise in designing integrated UX/CX experiences for platforms and have a deep interest in leveraging AI to help users better engage with services and achieve the results they need.
Experience
Throughout my career, I have worked with diverse clients including:
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