As UI Design Lead for COP28 Dubai, I spearheaded the creation of the design system for the official apps (visitor, staff, accessibility) and digital tools (Blue Zone registration portal) that empowered the 500,000+ attendees and facilitated a seamless, sustainable experience. With over 57,000 app downloads, 3 million page views, and a 5-star rating, our user-centric design exceeded expectations. Furthering the environmental impact, our app platform was adopted by the UN for future COP events. Notably, I built the design system for the Blue Zone platform and mobile app (iOS/Android) across 4 releases, ensuring consistency and efficiency.

Optimised user experience by conducting surveys for user needs and feedback, building a cross-platform design system for UI consistency across Android and iOS, and mapping user journeys to improve app reading flow. Collaborated with UX researchers, developers, and product managers for successful product delivery.

Optimising user purchase and authentication journeys for one of the largest retailers in the UK. Contributions encompassed streamlining the checkout experience, enhancing marketing strategies to create more engaging and immersive customer interactions, and improving the efficiency of the login and sign-up processes. Additionally, involvement in the development of a loyalty and rewards scheme contributed to their extensive design system.

Optimised the trade experiences for Citibank, boosting user satisfaction through improved digital tools and workflows; bringing their trade features rival their competitors. Building and managing design systems for consistency and efficiency across Verizon's digital products. Ran workshops focused on user-data driven personalisation for Verizon’s tv experience, driving engagement and retention with tailored digital experiences.

Improved food brand app usability and user experience, aligning with the new business goals. Mapped out the integration of two brands into one app through a new subscription model. Managed the end-to-end process, including brand and internal research, information architecture, user flow creation, prototype testing, and wireframe delivery.

Pioneered a unique retention and loyalty program for a tobacco brand, boosting customer engagement and brand loyalty in a competitive market. Facilitated collaborative workshops with UX and PM teams to gather input, identify user needs, and develop user-centric concepts. Through iterative design and testing with target audiences, optimised the program for effectiveness and market differentiation.

Worked on the creation of a digital visual language for a new brand and Thalys partnership. Exploring new branding in the digital space.