About
Hiya!
Projects
In this rebranding project, I took the lead in creating a scalable and consistent design system. Despite minimal assets from the internal marketing team, I designed two concepts that aligned with Bupa's evolving brand refresh. As the company underwent an internal rebranding process and introduced new brand guidelines, its digital positioning was affected. To address this, I incorporated a light blue background to infuse warmth into the site while maintaining a professional and reliable appearance.
To ensure a unified approach, I created a live-style guide using zero height, which included the module library and documentation. This served as a central source of truth for the design system, allowing for efficient collaboration and easy access to design elements.
In addition, we conducted user testing with real users, examining five different wireframes to develop a navigation structure that effectively directed audiences to the relevant content. By incorporating user feedback, we optimized the user journey and ensured an intuitive and seamless experience.
Overall, this rebranding project for the company involved creating a scalable design system, designing concepts with limited assets, incorporating the brand refresh, implementing a warm yet professional design approach, establishing a live style guide, and refining the navigation through user testing.
A noteworthy accomplishment in the company rebranding project was the seamless integration of a junior designer. Through the utilization of the module library and comprehensive documentation, I curated, the junior designer was able to efficiently design the entire website in record time with minimal oversight. This highlights the effectiveness of the design system in facilitating a smooth onboarding process and enabling swift contributions from new team members.
Work Experience
Contributed to impactful projects at Vodafone, designing and documenting a comprehensive 100+ module product design system, improving consistency and scalability.
Conducted research and user interviews at St James Place, influencing critical business decisions and enhancing event and tool accessibility.
Worked with diverse clients in finance, healthcare, retail, technology, digital agencies, hospitality, and media, delivering tailored design solutions.
Engaged with stakeholders to bring concepts to life, conducting pitches worldwide and preparing workshops for collaborative design sessions and critiques.
Proactively improved internal design processes, optimizing workflows and fostering cross-functional collaboration.
Conducted interviews for new joiners, ensuring the selection of qualified candidates and contributing to a strong design team.
Documented functional annotations and design specifications, ensuring clarity and alignment.
Mentored midweight designers through weekly sessions and tutorial training, fostering their growth and strengthening the design team dynamic.
In my role, I am responsible for UI/UX design, marketing materials, print design, and branding at Soreto. I have contributed to various solutions, including web design, mobile apps, platforms, and internal systems, ensuring a seamless and delightful user experience. My work involves collaborating with team members at all levels, such as Chief Executives, Product Owners, and the Development team.
I adopt a qualitative approach in my research, addressing requirements, constraints, and expectations. My process includes conducting user and stakeholder interviews, and competitor reviews, creating user journeys, developing site maps, and designing models and prototypes. Additionally, I gather feedback and conduct testing to refine the final product.
In my role, I was responsible for designing magazine concepts primarily in healthcare and various technology sectors. I updated the designs from Adobe Publishing to HTML and CSS platform-based solutions. This redesign led to a 623% audience growth, and I delivered over 200 projects, resulting in a growing base of satisfied clients for the company. I created visually stunning interactive articles and editorial pages for three magazines, enhancing their visual appeal.