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The challenge was to revamp a dated iOS and Android app with low engagement and downloads, transforming it into a stylish, streamlined experience that catered to diverse user needs while aligning with Greggs' refreshed brand vision. Key priorities included boosting user engagement through a loyalty scheme, improving payment flow for speed and ease of use, expanding the account area to match website accessibility, and incorporating nutritional information to emphasise ethical practices. Understanding the brand's mission and consumer needs was essential, allowing me to leverage customer feedback and data insights to create user stories based on emotional drivers. This approach ensured that the app resonated with users, providing a tailored experience that balanced functionality and aesthetics, with careful consideration of technical aspects like payment gateway integration. The UX design underwent multiple iterations, striking a balance between purpose and visual appeal while adhering to brand guidelines. Within three months of relaunch, downloads increased by 20%, helping Greggs become one of the UK’s fastest-growing fast food chains and leading to a subsequent website redesign to align with the app's updated look and feel.

LightSpeed aimed to differentiate itself from typical broadband providers by creating an emotional connection with users through a storytelling approach on their landing page, focusing on the home hub concept and positioning themselves as a luxury, trustworthy brand. Their strategy emphasised how their service could enhance users' lives, prioritising user stories and testimonials over pricing. While storytelling was key, the goal was also to convert customers from incumbent providers. As a rural provider without service in larger cities, they faced the challenge of designing a user experience where lack of service wasn't a barrier, allowing users to purchase products regardless. User feedback on prototypes provided valuable insights into emotional drivers that helped increase sign-ups and address these challenges.

OraPharma, a leading US pharmaceutical company specialising in dentistry, sought to boost sales of their drug Arestin, which combats periodontitis, while helping dental professionals educate patients about the broader need for gum disease treatment. Traditionally, sales of Arestin and Ossix relied on outdated methods like phone calls from sales reps and competitor eCommerce sites, and faced regulatory challenges with different tiers of dental professionals. To address this, we focused on creating a singular digital ecosystem to streamline sales, producing educational content for dental professionals, and updating the branding to unify all sub-brands under a cohesive parent brand. I collaborated with dental partners to storyboard, edit, and animate training videos, alongside creating downloadable content. Through testing various layouts and concepts, we identified the best-performing colour palettes and aesthetics for engagement. The rebrand modernised OraPharma’s image, making it more cohesive, fashionable, and relevant, while the new portal offered customers valuable data insights for budgeting and demand forecasting. These efforts, coupled with an improved purchasing flow, boosted sales by simplifying the user experience and removing entry barriers.

While contracting at Mixbook as a Senior UX/UI Designer, I played a key role in the rebrand and transition between design systems, working on UX flows and modules for both desktop and mobile. My focus was on enhancing user experience through modals, overlays, and a slide-out tray for detailed app functionality, ensuring that mobile usability matched the desktop counterpart and reducing user friction. I worked closely with the UX and UI teams across different time zones, acting as a bridge between them, while also collaborating with developers to optimise auto layouts and ensure files were dev-ready. A significant part of my role involved building out the design system, including iconography and creating atoms, molecules, and organisms, all while adhering to strict publishing guidelines. The rebranding required updating many elements of the old design system, making close collaboration and attention to detail essential. As Mixbook is both a photo management tool and an eCommerce platform, I carefully considered file management and user preferences, using prototyping and heat mapping to inform decision-making and deliver a user-friendly experience across all devices.

The existing site lacked the premium, modern feel the client envisioned, so the goal was to create a lighter, more sophisticated luxury experience while building on the existing brand. The focus was on rebranding to convey a premium yet playful feel, tightening page layouts for better engagement, and developing a comprehensive design system for smooth development handover, while ensuring dual-language accessibility. Revamping the logo while retaining core brand identity and introducing richer, deeper colours struck a balance between the new premium image and the established brand. A fresh, playful font added a modern touch without losing the brand’s familiar charm. By optimising the layout and box model, I improved user flows and made the interface more engaging and user-friendly, particularly on mobile, where optimised touch spaces enhanced interaction. The revitalised content now feels fresh and engaging, and though the project is ongoing, the client is pleased with the progress towards a design that aligns with their vision.

While working as a Design Consultant at WithU, I focused on enhancing the UX/UI of the fitness app’s profile section to boost user engagement. This involved creating a personalised and incentivised training regime, enabling users to compete in teams or set individual goals. By improving the onboarding process with user-friendly questions, we gathered data to deliver tailored training programs from WithU's extensive catalog. I introduced an interactive planner and trophy/badge centre, developed new design system components with other designers, and incorporated animations and custom interactions through prototyping. Collaborating closely with developers, I ensured technical feasibility, which led to the expansion of the profile section from 3 to 6 areas, significantly improving user retention and interaction.

The challenge was to design an intuitive appointment booking process for scheduling a test drive with a luxury automotive brand, targeting time-sensitive, high-net-worth individuals aged 35-55. After conducting competitor research and brand analysis, I identified best practices and sketched lo-fi wireframes to refine the booking process, focusing on speed, ease of use, and reducing barriers to entry. Opting for a multi-step approach based on user engagement insights, I developed a seven-stage flow, including a personalised introduction, dealer selection, car/model choice, streamlined input form, calendar selector, confirmation with "add to calendar" functionality, and an optional share screen to boost brand exposure. Prototyping with variables allowed for feedback and optimisation, resulting in a seamless, premium experience that reduced user frustrations, aligned with the brand’s luxury image, and provided an engaging, smooth booking journey.