Situation
Adults and families struggled to navigate social care and health systems during vulnerable, post-hospital transitions.
Information was fragmented, stressful, and overwhelming.
Information was fragmented, stressful, and overwhelming.
Task
Design a mobile-first platform that unifies:
• Finance and assessments
• Care planning
• Support and guidance — creating clarity, trust, and confidence for both care seekers and providers.
• Finance and assessments
• Care planning
• Support and guidance — creating clarity, trust, and confidence for both care seekers and providers.
Approach
Role & responsibilities
• Sole UX/UI designer across discovery → delivery
• Journey mapping, JTBD, personas, prototyping, and testing
• Close collaboration with Research, CEO, Product, and clinicians
• Sole UX/UI designer across discovery → delivery
• Journey mapping, JTBD, personas, prototyping, and testing
• Close collaboration with Research, CEO, Product, and clinicians
Key activities
• Produced UX documentation that helped secure £1.5M Innovate UK funding (top 2%)
• Designed information architecture to reduce cognitive load
• Translated research into clear priorities and design hypotheses
• Iterated with data, usability feedback, and stakeholder alignment
Results
• Platform praised for clarity, hierarchy, iconography, and navigation
• Caregivers valued finance tools, wellbeing features, and work–life balance support
• Personalisation improved trust, engagement, and overall confidence
• Created marketing and sales assets to communicate vision and value
• Caregivers valued finance tools, wellbeing features, and work–life balance support
• Personalisation improved trust, engagement, and overall confidence
• Created marketing and sales assets to communicate vision and value
User First Methodology
Design for calm, compassionate & trustworthy experiences — especially in stressful moments.
My 0-1 Process - Discovery & Research
Working Closely with User Research, IA, Planning Usability Testing
Partnering closely with User Research, Information Architecture, and cross-functional teams to drive user-centred product strategy:
• Lead discovery through stakeholder & user interviews, competitive analysis, and market validation to define problems and uncover opportunities.
• Translate insights into journeys, flows, and visual prototypes, iteratively testing to ensure optimal user experience.
• Collaborate with engineering, product, marketing, and QA to deliver high-fidelity designs, specifications, and co-designed solutions.
• Use analytics and feedback loops to refine products, inform strategy, and support investor storytelling.
Defining Journeys & Needs
Partnering with clinicians and health teams
I transformed quantitative data, personas, and research into a clear visual narrative:
• simplified care needs + financial assessments
• accessibility-first, responsive design
• Intuitive shortcuts and micro-interactions
• alignment across teams on user priorities and risks
Blueprint & Experience Mapping
Refining the IA and prioritised features into a clear MVP blueprint:
• linear core flows with shortcut paths for returning users
• guided CTAs for support and next steps
• opportunities for alerts, extra services, and community features
This helped stakeholders see how the ecosystem connects — end to end.
Design, Blueprint & Prototyping
Created end-to-end Figma, mobile-first, scalable design systems
sketched, mapped and refined UI flows
built interactive prototypes for testing
shaped the AI interaction model
introduced data-informed CTAs, support tools, and growth opportunities
documented decisions and aligned regularly with PM and Engineering
Usability Testing & Prototype Evaluation
Prototype Test Design Screens
Designed and collaborated with usability and feedback testing across multiple prototype iterations to evaluate comprehension, friction points, and moments of delight.
Key outcomes included:
Key outcomes included:
• Introduced the friendly approach and humanised empathic AI avatar streamlined for older users to be their own
• Identified usability friction, comprehension gaps, and confidence-building interactions
• Iterated designs based on research insights rather than assumptions
• Refined flows to keep the experience simple, supportive, and confidence-building
• Created a range of interactive prototypes to explore user interactions, onboarding patterns, and guidance strategies.
• Identified usability friction, comprehension gaps, and confidence-building interactions
• Iterated designs based on research insights rather than assumptions
• Refined flows to keep the experience simple, supportive, and confidence-building
• Created a range of interactive prototypes to explore user interactions, onboarding patterns, and guidance strategies.
Introduced the assistant and contextual help cards to establish clear mental models, reinforce usage patterns, and encourage continuous feedback through regular calls to action.
Iteration & Second-Wave Testing
Synthesised first-round usability findings into targeted design iterations,
• Refining onboarding, guidance patterns, and interaction flows.
• Led a second wave of usability testing to validate improvements, resulting in clearer mental models, reduced user hesitation, and more effective assistant discovery and feedback engagement.
• Clarified the need for Help Cards and clear GDS style designs
Growing Value Through User Insight
I proactively surfaced opportunities
• Upsell packages that genuinely help families, introducing ideas and propositions
• Service design extensions based on needs and timing, hands on research and chat/data
• Adding community and engagement layers
• Service design extensions based on needs and timing, hands on research and chat/data
• Adding community and engagement layers
Presented via wireframes and concept decks to inform roadmap.
Strategic Visualisation & Stakeholder Alignment
Created clear, visual presentations for
• Sales team moving forward, promotion and marketing, helping secure funding
• Healthcare partners, for clarity of mission
• Board and investors to have a visual clarity
• To demonstrate real-world scenarios, value, and growth potential
• Healthcare partners, for clarity of mission
• Board and investors to have a visual clarity
• To demonstrate real-world scenarios, value, and growth potential
HealthTech Case Study & Service Pathway Visualisation
Flow Chart Infographic for Strategic Alignment
I created a clear, end-to-end flow chart infographic to visualise and simplify a complex HealthTech service concept, enabling teams and stakeholders to quickly understand the full care journey and underlying service model.
The infographic maps the end-to-end service flow for two primary personas, from initial enquiry and first contact through to subscription membership. It translates complex care pathways into a single, accessible visual narrative.
This artefact highlights key touchpoints, decision moments, and service dependencies, supporting cross-functional alignment and enabling informed product, design, and business decision-making. It served as a shared reference point for teams and senior stakeholders, ensuring clarity, continuity, and a unified understanding of the service vision.
Humanising AI for the User
Humanising AI Through Accessible, Empathetic Designt
I designed and humanised an AI-powered avatar assistant to support older users navigating complex care decisions, with a strong focus on accessibility, clarity, and emotional reassurance. I validated the CareBot concept by defining an empathetic tone of voice and designing interactions that explain assessments, guide next steps, and provide real-time support—reducing anxiety and increasing user confidence.
This human-centred approach improved trust and engagement, with consistently positive user feedback, while also supporting care provider recruitment through clear pathway communication. This work formed part of the UX/UI strategy and vision that secured £1.5M in Innovate UK funding (20/20 score).
Prototype Testing & UX Validation
Developing identity, Personalisation, and Community
I built trust through iterative prototyping and UX/UI validation, using research-led design to test assumptions and refine health-focused product experiences.
I defined a consistent product identity across all UI and CX touchpoints, applying empathy-led UI patterns, intuitive colour palettes, iconography, and behavioural design principles. I also designed a responsive AI avatar guide to support users throughout their journey, improving engagement, accessibility, and creating a more human-centred experience.
From Implementation → Delivery → Build
Developer Collaboration and Build Design Specs
Established a dedicated Figma workspace for Build to have clarity, QA support, design system documentation, mirroring the MVP UX/UI for Build and Engineering teams. Enabled access to 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.
Identity & Design System
I developed a cohesive visual identity centred on trust, health, and home
Evolving multiple naming iterations into a consistent system, I maintained a calm, reassuring colour palette, a simple, intuitive iconography system, and an animated “heart-home” brand mark integrated across product and communications.
The result was a consistent, human, and recognisable identity that reinforced user confidence and engagement.
Collaboration, Delivery & Continuous Improvement
Collaboration & Build
• created a dedicated Figma build workspace
• documented components, specs, transitions, and QA notes
• streamlined handoffs and reduced ambiguity
• faster, more accurate delivery with Engineering
Continuous Improvement
• implemented analytics + feedback loops
• simplified the experience into a central hub
• added clearer prompts and progress indicators
• validated key flows: finance, care assessments, AI chat, multi-user management
• iterated design based on real behaviour, not assumptions
Validations
Users loved the humanised AI and guidance
Stakeholders wanted the product “now”
Strong appetite for personalisation and ownership of the CareBot
