Situation
Adults faced overwhelming complexity navigating healthcare and social care systems during vulnerable post-hospital transitions.
Task
Design a mobile-first platform unifying finance, assessments, and support to bring clarity and trust to care seekers and providers.
Approach
• Sole UX/UI designer, led end-to-end UX/UI design: journey mapping, JTBD framework, personas, data-driven iteration
• Produced UX documentation securing £1.5M Innovate UK grant (top 2% nationally)
• Designed intuitive information architecture reducing cognitive load
• Partnered with CEO and leadership, translating research into product priorities
• Produced UX documentation securing £1.5M Innovate UK grant (top 2% nationally)
• Designed intuitive information architecture reducing cognitive load
• Partnered with CEO and leadership, translating research into product priorities
Results
• Delivered platform praised for clear hierarchy, iconography, and navigation
• Caregivers valued work-life balance features, integrated finance, and health tracking tools
• Personalisation fostered trust, engagement, and loyalty during critical care transitions
• Caregivers valued work-life balance features, integrated finance, and health tracking tools
• Personalisation fostered trust, engagement, and loyalty during critical care transitions
Discovery & Research
User research, Competitive analysis | Market validation
• Conducted stakeholder interviews, competitive analysis, and problem definition
• Collaborated with Information Architects and Head of Research to create visual mapping and flows
• Translated findings into UI for stakeholder and investor presentations.
Analysis & Strategy
Turned insights into clear direction and presented user journeys to stakeholders.
Key Work
• Created a unified user story with intuitive shortcuts and smart interactions
• Simplified Care Needs and Financial Assessment journeys to reduce complexity
• Ensured accessibility and responsive design throughout
• Results Delivered a clear view of priorities, user needs, and simplified solutions for complex problems.
User Flow & Concepts
User Journey Mapping & Experience Blueprint
Refined the Information architecture, feature prioritisation and journey into a linear blueprint to clearly communicate concepts and ideas to stakeholders, highlighting key touch points and flow for strategic alignment.
Created a Visual UI and UX flow system using two colour lines to indicate main journey and returning user skipping sign up steps.
I introduced Pop Up CTA cards for guidance, and suggested fall alerts, options for extra services and community actions.
Design & Prototyping
UI design, design systems | Interactive prototypes, usability testing
UI Mapping & Mobile-First Experience Design
UI design, design systems, Interactive prototypes, usability testing. Sketching, wireframing, User flows, concept testing. Led end-to-end design of user journeys and mobile-first prototypes, shaping the service vision and AI interaction model. Delivered intuitive iconography, a health-focused colour system, and interactive Figma prototypes for finance, assessments, and user management—ensuring platform-wide clarity, usability, and accessibility.
Vertical Sales Ideation
Prototyping for Additional Services
Designed a complete end-to-end user journey and interactive Figma prototype using Agile startup methods. Incorporated Care Card pop-ups, micro-animations, fall alerts, help cards, and marketing touch points, leveraging human-centred design and behavioural insights to boost engagement, usability, and scalable platform growth.
Proof of Concept & Stakeholder Alignment
Developed strategic proof-of-concept presentations for the CEO, Board, investors, and a UK healthcare partner adopting Dutch care methodology. Showcased an AI-enhanced, user-centred product featuring a personalised assistant that adapts through remembered interactions and tailored guidance. Delivered compelling narratives to align stakeholders on product vision, value, and growth strategy.
User Journey & Service Pathway Visualisation
Designed a clear, end-to-end service pathway mapping how the two primary personas engage throughout the care journey—from initial contact to subscription—highlighting key touch points, decision moments, and user flow continuity.
Stakeholder & Investor Presentation
Produced an executive-level PowerPoint presentation for stakeholders, investors, and non-technical audiences. Communicated user and provider benefits, showcasing engagement metrics, adoption potential, and subscription value to strengthen business and product alignment. Authored UX/UI strategy presentation securing £1.5M Innovate UK funding (scored 20/20, top 2% nationally)
Humanising AI CareBot Validation
CareBot is an AI-driven healthcare platform delivering personalised, empathetic support through real-time voice and keypad interactions. Supported by Innovate UK and developed in partnership with Age UK, it builds user trust, assists care provider recruitment, and fosters meaningful communication—reducing loneliness and making digital care more accessible and human-centred.
Prototype testing and Validation
User testing, A/B testing | Iteration based on feedback | Learning Loop
Identity, Personalisation & Community Design
Researched health-focused products to craft intuitive colour palettes and iconography, refining empathy-led designs such as the Housing Circle. Established consistent branding across all UI and CX visuals and developed a responsive AI avatar guide—enhancing engagement, accessibility, and a cohesive, human-centred user experience.
Handoff & Implementation
Developer collaboration, design specs | QA support, design system documentation
Developer Collaboration and Build Design Specs
Established a dedicated Figma workspace, QA support, design system documentation, mirroring the MVP UX/UI for Build and Engineering teams. Enabled progress tracking, Q&A, and interactive prototypes with component guides and transitions to ensure implementation accuracy.
Streamlined collaboration by aligning design and development tasks, reducing handoff friction, and providing engineers with real-time, interactive documentation without impacting primary design files.
Brand Design Evolution & Iteration
Led iterative brand development through startup pivots from Neighbourhood Care to LifeBook, preserving a colour palette centred on health, trust, and empathy. Designed the “Home is where the heart is” visual identity with pulse and circular motifs, refining textured mockups to embody holistic care and the brand’s evolving vision.
Colour System & Iconography Design
Developed a cohesive colour system and animated “Home is where the heart is” icons as the project transitioned from Neighbourhood Care to LifeBook, representing unified social care. Emphasised the heart-home icon for its simplicity and impact, establishing a consistent and memorable visual identity across all platforms.
Evolved the brand through pivotal changes in name, creating holistic, health-focused logos and iconography
Launch MVP - Data based Iteration
Analytics setup, user feedback loops | Continuous optimisation, feature evolution
• User Testing, Iterative Design Continuous optimisation
• Using Analytics setup, user feedback loops, Developing the design through various stages.
• Implemented a simplified Hub with soft prompts, enabling families to track progress and carers to communicate, fostering a sense of community. Conducted testing across finance, care assessments, AI chat, and multi-user management to ensure clarity and engagement.
Impact
Created a human-centred platform that simplifies complexity, empowers users, and delivers experiences people love to use and share.
