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Welcome to my design portfolio!

You can select the images above, discover my UX/UI project details in a text-only version below or enter the Graphic Designs section here... 

Hove Soles App & Website

​​​​Projects 1 and 2: E-Commerce​

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Project Title:
Hove Soles – E-commerce Mobile App & Responsive Website.

 

Summary:
A user-centred e-commerce experience designed to improve product discovery, engagement, and decision-making through clearer navigation and simplified flows.

 

Role:
UX/UI Designer (End-to-end).

 

Tools:
Figma, Adobe XD, Photoshop, Maze.

 

1. Overview

 

Hove Soles is a mobile-first e-commerce shopping experience designed to improve how users browse, evaluate, and purchase footwear online. The project focused on reducing friction in product discovery and creating a clearer, more engaging shopping journey across mobile and responsive web.

 

2. The Problem

 

Users often struggle with:

  • overwhelming product choice;

  • unclear navigation and filtering;

  • difficulty comparing products quickly;

  • drop-off before purchase due to friction;

This leads to reduced engagement and lower conversion rates in e-commerce journeys.

 

3. Goals

 

Keep this simple and product-focused:

  • Improve product discovery and navigation;

  • Reduce cognitive load during browsing;

  • Increase engagement and usability;

  • Create a consistent mobile + web experience;

  • Support clearer decision-making for users.

 

4. My Role

 

  • End-to-end UX/UI design;

  • User research and insight synthesis;

  • Wireframing and user flow creation;

  • High-fidelity prototyping in Figma;

  • Usability testing and iteration.

 

5. Research & Insights

 

Methods used:

  • User research;

  • Competitive analysis;

  • Usability testing.

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Key insight themes:

  • Users want faster product discovery;

  • Clarity and simplicity improve decision confidence;

  • Visual hierarchy strongly impacts engagement.

 

6. Design Process

 

User Flows:

Designed simplified journeys to reduce drop-off and improve navigation clarity.

 

Wireframes:

Created low-fidelity wireframes to test structure and hierarchy early.

 

High-Fidelity Design:

Built polished UI in Figma focused on:

  • clear visual hierarchy;

  • accessibility;

  • consistency across devices;

  • user feedback.

 

Iteration

Refined designs based on feedback and usability testing results.

 

7. Key Screens 

 

  • Home screen

  • Product listing page

  • Product detail page

  • Checkout / flow screens

 

Focused on reducing cognitive load and improving product discovery.

 

8. Usability Testing & Results

​

  • Conducted usability testing using Maze;

  • Iterated based on user feedback;

  • Improved clarity and navigation flow.

Outcome:

  • 26.3% improvement in engagement;

  • Higher task completion rates during testing.

 

9. What I learnt

 

This project reinforced the importance of:

  • simplifying decision-making in complex journeys;

  • designing for clarity and trust, not just aesthetics;

  • iterating based on real user behaviour;

  • aligning UX decisions with product outcomes.

 

10. Product Thinking

 

The challenge of simplifying product discovery in e-commerce closely relates to other complex decision-making environments, such as insurance. In both cases, users need clarity, trust, and structured information before making a commitment.

The Scam Reporter App

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Project 3: Social Good​​

​

​Project Title:

The Scam Reporter –  A Responsive Mobile App & Website

 

Summary:​

A customer-focused cross-platform scam reporting service, innovated to simplify scam reporting promptly through seamless flows and clear navigation.

 

Role:
UX/UI Designer (End-to-end)

 

Tools:

Figma, Adobe XD, Photoshop, Maze

 

1. Overview

​

The Scam Reporter is a mobile-first service designed to make scam reporting easier by reducing friction by submitting nuisance messages online in the fewest screens. Users can report any type of suspicious & unsolicited messages, delivered in various formats. 

​​​

2. The problem

​

​Users often struggle with:

  • How to detect a scam message and knowing what to do with them;

  • How they can get help if their personal details have been compromised;

  • A time-consuming process or being timed out before the submissions are completed;

  • Understanding digital device jargon and software terminology.

This leads to reduced engagement, confusion and lower conversion rates in reporting journeys.

 

3. Goals

​

Keep this simple and product-focused:

  • Emphasise scam discovery and navigation;

  • Reduce cognitive load via the user flows prioritising simplicity and reassurance

  • Increase engagement and usability via simple terminology and screen flows;

  • Create a consistent mobile and web experience;

  • Support clearer decision-making for users via accessibility features.

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4. My Role & approach

​

  • End-to-end UX/UI design;

  • Conducted user research to understand emotional & functional barriers; 

  • Created wireframes and prototypes in Figma;

  • Usability testing using Maze;

  • Iteration based on feedback loops, improving clarity and completion rates.

​

​​​​​​​​

5. Research & Insights

 

Methods used:

  • User research;

  • Competitive analysis;

  • Usability testing;

 

Key insight themes:

  • Users want faster product discovery;

  • Clarity and simplicity improve decision confidence;

  • Visual hierarchy strongly impacts engagement.

​​​​

6. Design Process

 

User Flows

Designed simplified journeys to reduce drop-off and improve navigation clarity.

 

Wireframes

Created low-fidelity wireframes to test structure and hierarchy early.

 

High-Fidelity Design

Built polished UI in Figma focused on:

  • clear visual hierarchy;

  • accessibility;

  • consistency across devices;

  • user feedback;

 

Iteration

Refined designs based on feedback and usability testing results.

​​​​

7. Key Design decisions

 

  • Reduced cognitive load by simplifying reporting steps;

  • Prioritised clear language and structured inputs;

  • Designed for emotional clarity as well as functional efficiency;

  • Iterated based on usability testing feedback.

 

Focused on reducing cognitive load and improving scam reporting submissions.

 

8. Usability Testing & Results

 

  • Conducted usability testing using Maze;

  • Iterated based on user feedback;

  • Improved clarity and navigation flow.

   

Outcome:

  • Achieved 94% engagement in usability testing

  • Improved flow completion through iterative refinement

 

​

9. What I learnt

​

This project reinforced the importance of:

  • simplifying decision-making in complex journeys;

  • designing for clarity and trust, not just aesthetics;

  • iterating based on real user behaviour and their capabilities;

  • aligning UX decisions with scam submission outcomes.​

​​​​

10. Product Thinking

 

The challenge of simplifying product discovery in e-commerce closely relates to other complex decision-making environments, such as insurance. In both cases, users need clarity, trust, and structured information before making a commitment.

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