Design in Practice
Turning Data into Design that Delivers
I am a Senior UX Designer and Experience Strategist who solves business problems through evidence-led design. Every brief I take on follows the below core principles
My Process at a Glance
From Brief to Impact
My UX process flexes to fit the problem—but it’s always grounded in clarity, collaboration, and outcomes. Whether I’m leading discovery on a new product or optimising a mature platform, here’s how I typically operate:
Sector-Spanning Impact
Automotive (Nissan GB / Europe / Global)
Led design of high-fidelity Figma prototypes for Nissan’s Ownership, EV, Fleet and Charge Hubs—running moderated usability tests to validate core flows (Car Configurator, RAQ, BATD filters).
Collaborated with the Client, Nissan Global teams, regional stakeholders and third-party agencies to roll out BAU enhancements via Adobe Experience Manager, ensuring localisation and consistency across European markets.
Conducted monthly performance and accessibility audits (Medallia Decibel heatmaps, Google Lighthouse reports) to drive data-led refinements and evolve the internal design system.
Documented user journeys, technical requirements and sprint stories in Confluence and Jira, enabling seamless Agile collaboration and prioritisation.
Led full-spectrum UX delivery—from discovery to final UI—across Nissan’s EV, finance and fleet platforms
Delivered continual “business-as-usual” optimisations for the NMGB website, in close collaboration with Nissan Global and Nissan Europe
Integrated competitive benchmarking and UX analytics (Adobe, Medallia) to drive prioritisation and performance
User Journey Enhancement: Developed user journeys that were not only faster but also clearer, ensuring alignment with overarching business objectives.
Engagement Boost: Initiatives led to a significant increase in user engagement, contributing positively to overall business metrics.
•Optimisation Framework: Established a repeatable and insight-driven optimisation framework, facilitating continuous improvement.
Market Rollout: Successfully rolled out several of these initiatives across all European markets, demonstrating scalability and adaptability of the strategies
Financial Services (Deloitte UK)
Advisors needed a streamlined way to manage client relationships across multiple disconnected systems
Led the UX strategy and end-to-end design of a centralised CRM dashboard for Deloitte’s advisory teams
Conducted stakeholder discovery, mapped user journeys, designed complex IA, and built high-fidelity Figma prototypes
Balanced accessibility, compliance, and performance needs in a fast-paced delivery environment
Delivered a responsive, user-friendly interface that simplified advisor workflows, improved access to critical client data, and laid the groundwork for future platform integration
Hospitality (TAJ Luxury Hotels)
Deliver five-star stays while ensuring invisible, airtight security
Developed end-to-end service-design procedures—covering guest profiling, backstage coordination and discreet alert protocols
The Heads-of-State playbook became one of several cross-department frameworks keeping security central without compromising luxury
Guests (including world leaders) experienced seamless, high-touch hospitality; internal teams gained a repeatable security blueprint
Early Career & Freelance
Start-ups and agencies needing fast, effective UX delivery
Designed responsive sites, CMS builds and design systems for SaaS, ecommerce and F&B brands
Honed rapid discovery, sprint-based delivery and clear hand-off practices
Strengthened ability to move quickly, ask the right questions, and ship scalable design that supports real-world growth
Tools & Skills
