Situation
Adults faced overwhelming complexity navigating healthcare and social care systems during vulnerable post-hospital transitions, when clarity and speed were critical.
Task
Design a mobile-first platform unifying finance, assessments, and support to bring calm, clarity, and trust to care seekers and providers.
Approach
Designed end-to-end user-centred design, hands-on, from greenfield up using research, building personas, and creating journey maps using Jobs-to-be-Done framework.
Hands on design, produced comprehensive UX research documentation—including user journey maps, competitive analysis, and usability findings—that directly supported a £1.5M Innovate UK grant application, ranked top 2% nationally for quality.
Created intuitive information architecture reducing cognitive load through mental models and behavioural insights.
Collaborated with CEO, Product, and Engineering leadership in agile environment, synthesising research insights to inform product roadmap and feature prioritisation.
Created visual UI/UX patterns, accessible navigation, and AI-assisted features aligned with user needs.
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, creating meaningful impact during critical care transitions.
Information Architecture phase
Working closely with IA and Head of research, creating visual mapping and journey flow, to then translate into a user interface for presentation
User Story Discovery & Journey Mapping for Accessible UI
Created a unified visual user story and timeline to deliver a seamless, guided user flow with contextual shortcuts and predictive interactions. Conducted discovery to identify pain points, reducing cognitive load through a cohesive journey map that connected Care Needs and Financial Assessment. Focused on simplifying complex journeys while ensuring accessibility and responsive design.
User Journey Mapping & Experience Blueprint
Refined the user journey into a linear blueprint to clearly communicate concepts and ideas to stakeholders, highlighting key touch points and flow for strategic alignment.
UI Mapping & Mobile-First Experience Design
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.
Prototyping for Engagement & Usability
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 Benefit 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.
Humanising AI for Personalised Digital Care
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.
Brand 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.
Figma Build & MVP Design–Development Alignment
Established a dedicated Figma workspace 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.
Evolved the brand through pivotal changes in name, creating holistic, health-focused logos and iconography
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.
User Testing & Iterative Design with Measurable Impact
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.
Key Results:
95%+ positive feedback on AI avatar from stakeholders and users
4.6/5 user satisfaction rating
40%+ reduction in carer task time through streamlined workflows
CareBot delivers trusted, personalised healthcare interactions, enabling users to ask sensitive questions and access support efficiently.
Cross-Platform Design & Personalised AI Integration
Designed responsive tablet and web interfaces with animated icons and financial quick-guides, featuring a dual-path landing page tailored to distinct user needs. Care Requesters access assessments and financial guidance, while Care Workers explore benefits and work-life tools. Integrated AI assistance streamlines administrative tasks, increasing direct care time and overall user efficiency.
Human-Centred Design for Impact
Focused on improving the lives of care seekers and caregivers through human-centred, impact-driven design. Solved complex problems by simplifying user experiences, working autonomously and collaboratively across startup and established environments, and aligning solutions with both business goals and human needs.
Delivered accessible, navigation-focused platforms that shape service experiences and user behaviour—empowering users, simplifying care, and creating measurable, meaningful impact. Designed experiences that users are proud to share and delighted to use.
I created a human-centred platform that simplifies complexity, empowers users, and delivers measurable impact. An experiences that users are proud to share and delighted to use.
