As an end-to-end digital designer, I work with big brands, agencies and start-ups. Bringing their digital products to life through collaboration, research, development and design.

Kicking off a new project is as much about communicating with the client and understanding their goals and product strategy, as it is their customers needs. I am always keen to identify the opportunities for a client's new product. Every project is different but this can include organising a workshop, inviting key business stakeholders, creating a UX canvas to outline the project and creating a journey map to prioritise key deliverables and timings.

Competitive benchmarking, customer analysis through creation of personas are just some of the ways to research the market and customer needs. Concepting and user experience form part of the design phase.

According to the scale of the project, this can involve conducting user research, customer journey mapping, wireframes, early sketches and designs, prototyping and testing.

On then to the visual design where I create branding, visuals aesthetics, user interfaces, key layouts, colour palette and initial style guide direction. If required, for larger, more complex projects such as at Virgin Holidays, I helped create a design system from the ground up. From here, hi-fidelity prototypes, menus and general functionality of the product can be created. A project, even when complete always needs monitoring. Analysing the new product to see how it's performing, listening to user feedback and iterating changes as and when required are essential.

Virgin Holidays

Embedding a user-centred design approach at Virgin Holidays

Collaborating closely with key stakeholders, product owners, marketing and developers in an Agile project managed team, I delivered innovative new features such as a date-widening bar, a re-factored search panel as well as building a design system from scratch. Being an integral part of the design team, I helped foster a user-centered design approach at Virgin Holidays.

  • art direction
  • ux design
  • ui design
  • project management

Penguin Random House

Creating a rich and engaging world for authors and their stories

In my role as Digital Design Lead at Penguin Random House, I was tasked with championing author's digital online presence through various microsites, social media and digital campaigns. I worked closely across the various divisions bringing their authors dreams, visions and learnings into the minds of the readers.

  • art direction
  • concepting
  • ui design
  • project management

Further stand out designs...

Over the years I have been lucky to work on varied and exciting digital design projects.

From critiquing the design of a popular food outlets new website prior to its launch in March 2020; to creating the branding and digital online presence for an online health check application; to producing an innovative microsite for Vintage Ladybird to mark their centenary celebrations in 2015.