Stand out design with users in mind

Having worked on previous projects and pitches with Sapient, I was hired to join Barclays design team to work on a new iPad app concept. The purpose of the app was to support Barclays’ wealthier clients in the management of their investment portfolios. This meant the target demographic was 50-60+, and we had to consider that they may be less technologically minded, meaning that the design had to be very intuitive, with usability at the forefront of our priorities.

Whilst leading the UX design team at Keko I had the opportunity to work with Centogene – a pioneering multiomics company. Their existing website was a maze of information; the content was difficult to navigate, and the IA was unnecessarily complex. Because there were multiple types of users – healthcare professionals, pharmaceutical companies and rare disease patients – we had to consider audience segmentation and how these separate user flows could be managed throughout the website. Our task was to streamline and modernise the thousands of pages on the Centogene site, removing unnecessary and repetitive content and organising the remaining to better reflect their core website visitors.

Having worked with The App Business on previous successful projects, I was contacted to work on an app for AgeUK – one of their charity clients. The requirement was to create an MVP, targeted to be used by elderly and vulnerable people and would be available on both iPhone and Apple Watch devices. Because of this, accessibility was a high priority in any consideration of the overall user experience.

Fjord contracted me to work alongside their parent company Accenture and client Kingfisher in a digital hub created specifically for the project. Our team was tasked with designing a mobile app for their sub brand (B&Q) to help customers find the right products for their garden projects and required exploration into new technologies like image recognition. I worked in a cross-functional agile team, collaborating with the product owner, scrum master, business analysts, developers and other designers.

I’ve had the opportunity to work with Storyline Partners on multiple projects, taking on a pivotal role in leading the UI and UX design efforts. One of the notable assignments during my time there involved designing a website for Cockburn's – a prominent brand within the alcoholic beverage industry. Their existing website adhered to a conventional approach, aligning with typical port stereotypes; that it is primarily consumed by an older demographic on special occasions. Consequently, the Cockburn’s site was very similar to that of their main competitors. Our task was to defy established conventions and preconceived notions surrounding port, while simultaneously strengthening the brand's position as the foremost purveyors of reserve port globally.

I worked with OSTC on several projects where I was leading the UX and UI design across their websites. Over time, they had evolved from a derivatives trading company, to an education and technology focused business and their existing website proposition had become a confusing mix of information. I was initially brought in to improve the customer experience of the OSTC site overall, with a focus on redesigning how the company structure and product offering was presented online.