Here, you'll discover a curated collection of my most compelling works, ranging from impactful designs crafted for clients to personal passion projects born out of curiosity and inspiration.
Each project showcased here represents a journey—a journey of exploration, experimentation, and growth. From strategic design solutions that address real-world challenges to experimental endeavours that push the boundaries of creativity, every project embodies my commitment to my passion for making a positive impact.
Project 1
Redesigning experiences for a new service tailored to improve parent support offering
Client - National Childbirth Trust UK
Sector - Non-profit, healthcare and care support
Responsibilities - Research & strategy, service blueprinting and visual design, concept testing.
Problem - NCT’s Infant Feeding Line service has been running for 21 years and is built on an old, ‘creaky’ phone system. Ever since the pandemic, there has been a significant uplift in calls showing a real need for the service and it’s not just about infant feeding advice, it provides vital emotional support to new parents and has a huge impact. But the service isn’t reaching nearly as many parents as it could, and isn’t built for today’s parents who expect more than just a voice down a phone.
Objective - Redesigning experiences on the current helpline by creating a new flagship service to improve National Childbirth Trust, UK’s current parent support offering.
Project duration - 3 months
Approach - NCT had an ambition to reach every parent, no matter their location, culture, sexuality and socioeconomic status, with a service that would support them through those difficult moments of early parenthood. Our objective was to redesign the service model, whilst exploring new ways to sustainably fund this going forward.
The only way to bring confidence and clarity around the needs of different audiences, was to co-create with them. So, we listened to parents from all corners of the country, from different cultural backgrounds, LGBTQIA+ parents, and economically constrained families to explore their needs, challenges and expectations from a service that supported them in those early days of being a new parent.
We took an iterative approach to explore and test various solutions around cultural competence, booking capability, multiple-language capability, aftercare, whilst also exploring various funding models. We did this by speaking to parents and building on the expertise of those outside the organisation, like other non-profits, tech providers, GPs and public health professionals.
Finally we took everything we learned and mapped a service that meets the needs of our audience, organisational objectives whilst creating something that will meet the requirements of external funders.
Solution -Designed Raising Infant Line, Connecting parents to experts they need. An inclusive support service that empowers new parents by providing personalised guidance, resources, and expert advice for navigating the early stages of parenthood. With Raising Infant Line, parents can access culturally competent assistance, multilingual support, and aftercare services, ensuring their diverse needs and challenges are met for a positive parenting experience.
The service introduces three new capabilities:
Booking Capability: The service aims to improve the booking capability, making it easier and more accessible for parents to schedule and access the support services.
Cultural competence: The service includes enhancements to ensure cultural competence, providing tailored support that respects and addresses the unique cultural backgrounds of parents.
Multi-language capabilities: The service will be expanded to include multiple-language capabilities, enabling effective communication and support for parents with limited English proficiency.
Learnings -
Initiating strategic projects with a pragmatic approach has proven effective in navigating complexities within the healthcare helpline sector.
Conducting individual 1:1 sessions with team leads prior to presenting research findings fosters buy-in and alignment towards project objectives.
Continuous engagement with stakeholders throughout the research process enhances their receptivity to and adoption of research findings.
Open meetings and participatory workshops with stakeholders including parents from diverse socio-economic backgrounds and NCT staff and breast-feeding consultants.
prototyping webpages for National Childbirth Trusts flagship service for new parents with a newly curated name and brand called ‘Raising infant line’ instead of ‘infant feeding line’.
Testing initial concepts and hypothesis with new parents. (both with existing users of the helpline and new audiences)
Storyboarding service journeys for new parents with respect to the new flagship service.
Socials messaging test - to understand the relevance of the service as a brand and the associated messaging for new parents.
Service blueprint for the new flagship service designed through insights-driven approach and continuous stakeholder involvement.
Project 2
Testing content design for Diabetes UK’s new remission hub
Client - Diabetes UK
Sector - Charity sector, in house designer
Responsibilities - recruitment, workshop facilitation, information architecture, UX/UI and content design, implementation and launch.
Objective - To test the content and page formats for the new remission hub designed for people living with type 2 diabetes.
Project duration - 3 months
Approach -We approached the process and design of the new remission hub for people with type 2 diabetes with a comprehensive strategy. We carefully recruited individuals from our target audience to gather diverse perspectives. Working with 5 participants with a diverse knowledge of remission, we facilitated a simple card sort and tree testing activity. This helped us understand the readability, and navigability of the hub. We also conducted usability and A/B testing for different content and page templates to understand what impacts memorability of the content.
To validate our in-person testing with quantitative knowledge, we also conducted a wider online tree test with 85 participants to understand their approach to the hub and the gaps in our current information support. We iteratively developed the hub, incorporating user feedback to improve usability. Finally, we launched the hub smoothly, ensuring it met the needs of our users.
Solution -The testing helped us produce a comprehensive report that informed the new information architecture of the remission hub, and supported clinical teams and content producers in revisiting content and imagery on the pages. This testing also highlighted critical page template issues which I am currently leading as a part of a larger website redesign project…stay tuned!
Identifying content types and preferences with people living with diabetes - focus group workshop
Online card sorting to understand categorisation of content for the remission hub to define the information architecture.
Remission hub launched section - the categorisation of content, content design and imagery for the pages were decided by drawing from the insights provided by our online testing and participants in the focus group.
Project 3
Workshop facilitation to improve page templates for core diabetes information
Client - Diabetes UK
Sector - Charity sector, in house designer
Responsibilities - workshop facilitation, UX/UI and content design, wire framing, implementation and launch (in progress)
Objective - To redesign landing and content pages based on a new IA structure and introducing a new design for Hub landing pages.
Project duration - 1 months (ongoing)
Approach - The workshop was organised to include content editors, the different product owners across the website, design consultants and developers to understand the current need from the template to improve major UX pain points faced by the users and the team in communication information support.
We utilised our initial research through the remission hub to bring into question some pain points originally highlighted about the template. We also looked at other websites within public and charity spaces that are disseminating information through best UX practice to identify which aspects work best for Diabetes UK as an organisation.
The end result of the workshop was wireframes for the three pages which will now be redesigned to mockups and prototypes to be tested for usability, readability, navigability, and memorability.
Workshop organised on Miro for collaboration across different departments and partner developers and website platforms.
Activity 1: Reviewing existing template and identifying key pain points and needs.
Activity 2: reviewing aspirational designs to identify opportunities within DUK’s current requirements and how the design principles can be translated for unique use cases.
Activity 3: building/ co-designing wireframes for variant versions for the pages.
Project 4
Balance, a service to support and empower multi-generational families to navigate eldercare responsibility
Created for - The Rayne foundation, Royal Society of Arts
Sector - Healthcare and wellbeing, care services.
Responsibilities - (Complete design deliverable) Workshop design and facilitation, Research & strategy, concept development, UX/UI and visual design, usability testing.
Problem - Family caregiving responsibilities are predominantly shouldered by an individual primary caregiver, aligning with Pareto's 20/80 principle where 20% of caregivers undertake 80% of the caregiving tasks, leading to heightened risk of burnout and exhaustion. This imbalance diminishes the overall quality of care provided to both the carer and the elderly caregiver.
Objective - Design a service intervention to improve the lives of older adults and their carers by encouraging and enabling cultures, and higher standards, of care.
Project duration - 3 months
Approach - Through user research and collaboration with care giving experts, I understood many families' caregiving needs. Insights revealed family members' lack of confidence and reluctance to discuss care giving, causing caregiver isolation. Collaborations through surveys with 100+ caregivers, focus groups with families, and 5 interviews with ageing individuals informed the collaborative elder care giving support. The key insights from the process were:
Culturally diverse caregivers lack tailored resources and support, resulting in unequal access to caregiving information and services°
Caregivers' hesitance to discuss caregiving within families disrupts communication and coordination among caregiving team members.
With 1 in 6 UK households being multigenerational, engaging families in caregiving discussions can foster a culture of care, turning caregiving moments into a shared responsibility and enhancing overall well-being. Balance is a service that offers tools and support for families to plan and communicate about elder care giving together, reducing caregiver stress and improving care quality for the elderly.
Solution -Balance offers comprehensive support that empowers multi-generational families to navigate care giving responsibilities collaboratively, facilitating seamless coordination, fostering meaningful connections, and promoting holistic well-being for both caregivers and elderly individuals.Primarily:
Balance helps coordinate and plan caregiving in families - through care cards, a physical card deck that outlines prominent tasks (also including blank cards that can be customised and added by the family, and special decks- for families dealing with complicated care processes such as dementia, arthritis etc.)
Balance helps in learning and transitioning caregiving knowledge - through he digital platform of care journals, experienced care givers can distribute tasks, add and maintain history through voice and text notes, leverage community knowledge through forums for new experiences and also avail emergency services and protocols through AI health assistance.
Learnings -
Prioritising simplicity in design ensures usability and satisfaction for caregivers and elderly individuals using Balance platform.
Developing empathy for users' challenges and emotions informs the design of solutions that resonate with their experiences, fostering a positive caregiving experience.
Open meetings and participatory workshops with family caregivers and elderly
"It's overwhelming trying to manage everything on my own while also worrying about whether I'm doing enough for my loved one
Online focus group to understand the tasks of family caregivers, their hopes and fears, and testing the potential
What is Balance? and How does it provide value? - Balance offers comprehensive support that empowers multi-generational families to navigate care giving responsibilities collaboratively, facilitating seamless coordination, fostering meaningful connections, and promoting holistic well-being for both caregivers and elderly individuals.
How does Balance work for its stakeholders - the elderly, and the family members.
Project 5
Redesigned the app and its digital service ecosystem for The Big Issue UK.
Client - The Big Issue UK
Sector - Social enterprise/ third sector
Responsibilities - Research & strategy, market research and surveys, design ideation, service blueprinting, UX/UI and visual design, prototyping.
Problem - Post COVID, The Big Issue and its vendors have struggled to gain community interactions which hampered the sale of the magazines which are a source of support for the vendors and the big issue support team. The client’s challenge is to develop a digital proposition for The Big Issue’s print magazine that is sold by the vendors, who are primarily in precarious living conditions. The Big Issue wants to explore possibilities of involving the community and developing proposal that brings their vendors into the forefront.
Objective - Strategise and design a new digital proposition to grow the legacy of big Issue UK, integrating the vendors.
Project duration - 4 months
Approach - As a part of a collaboration between RCA and The Big Issue UK, a team of 5 service designers worked for 3 months to develop a service proposition that enhances the clients current digital offering and includes its 3000 vendors into the digital proposition. We conducted market research on current social enterprises, their business models and offerings. We also spoke to numerous members of the Big issue team who work directly with vendors to understand how The Big Issue is currently supporting its vendors.
We connected with 7 vendors over the span of 4 months to help us co-design our solutions by sharing their personal stories and backgrounds, needs and wants (conducted through empathy mapping). All the insights, once collected were taken to the drawing board to ideate on a proposition. We targeted specific journeys:
To increase awareness and consideration for the vendor and Big Issue’s purpose, the vendor is placed within the content. While it may be hard to compete with other generalised magazines, The Big Issue can use it’s power of the vendors and their stories of struggle and success to engage its audience in a meaningful discussion and garner loyalty.
To improve loyalty and advocacy the big Issue needs to provide more than one channel (currently that of the magazine), and better ways of community support and integration for the vendors. This can also change people’s perspective on homelessness and make the topic more relatable and actionable.
We conducted various ideation exercises such as Crazy-8s, Worst Idea, Storyboarding, and SCAMPER (to name a few) within the team and with the organisation leaders. We designed low-fidelity prototypes of our service propositions and quickly tested them with the TBI directors and the big issue vendors, to gain insights on the success and failures of each. Our partnership with some of the vendors and their customers allowed us to prototype and refine our direction away from what may not have been feasible and impactful, by receiving real-time feedback from our audience.
Solution - The Pitch Project is our online platform proposition which helps vendors that want to connect better with the community, by increasing their visibility, expanding their networks, highlighting their dreams and aspirations , and accelerating their engagement. The project was well received by the team at The Big Issue and its CEO Paul Cheal. These ideas are now being taken forward in The Big Issue’s internal ideation processes.
Learnings -
Community engagement and connection are vital for the success of digital initiatives supporting vulnerable populations.
Incorporating features facilitating communication, collaboration, and mutual support strengthens community within The Big Issue ecosystem.
Prioritising simplicity, accessibility, and user-friendliness in digital propositions ensures technology enhances rather than overshadows the core mission of empowering vendors and fostering social impact.
Interviews and surveys conducted with Big issue vendors, front line staff and a diverse range of customer segments to understand the relevance and legacy of the brand for different audiences.
The redesigned big issue application with integrated My pitch and Dream pitch.
Designed wireframes used for usability testing of the new application features and journeys.
The Pitch Project is our online platform proposition which helps vendors that want to connect better with the community, by increasing their visibility, expanding their networks, highlighting their dreams and aspirations , and accelerating their engagement. Creating a flow diagram allowed us to understand how the different design interventions interact with each other as well as with the larger Big Issue offerings.
Based on our research we worked to develop 4 customer personas and 3 vendor personas, each based on their knowledge, interaction and interest in Big Issue UK as a social enterprise and the magazine as a product. here are 2 such examples:
Mapping user journeys allowed us to have a clearer perspective on the pain points as well as the gaps in the current service model.
Project 6
Designing a service to introduce media literacy through in context learning on social media
Client - Royal College of Art, Ministry of Justice
Sector - Education, Technology
Responsibilities - (Complete design deliverable) Workshop design and facilitation, Research & strategy, concept development, UX/UI and visual design, usability testing, rapid prototyping.
Problem - The rapid growth of online platforms has created a breeding ground for hate, harassment, and toxic behaviours. What was once celebrated as a symbol of digital empowerment now faces the challenges of cyberbullying, misinformation, and the erosion of trust. Individuals, communities, and entire societies are exposed to the harmful effects of online interactions, posing threats to personal well-being.
Objective - Design a new intervention to facilitate education for online safety and proper conduct for new audiences of social media platforms.
Project duration - 4 months
Approach - As a part of self driven thesis project exploring foot in the door services for online safety and security. We began by exploring current social media usage within teenagers, the onboarding process on online platforms and understanding current features and policies offered by major players like Meta and Twitter (now X) though desk research, interviews with experts from Instagram and Facebook, interviews with independent review boards and the digital division of ministry of justice (focused on online violence and cyber bullying).
We further approached young teens in our circle (with consent) through polls and surveys to understand their current experiences and also contacted parents to understand their current approach to online safety and knowledge around their child’s social media use.
All these led to three crucial insights:
Learning and Digital Literacy: The need for education and digital literacy surrounding social media is paramount. Teens and adolescents often feel overwhelmed and unprepared when exposed to these platforms without proper safeguards and guidance. Studies have shown that promoting digital literacy helps young users make informed decisions and navigate online spaces responsibly.
Limitations of Active Mediation: While parental control measures can be effective to some extent, they do not necessarily change the behaviour of online users. Merely blocking or restricting access may not address the underlying issues and can lead to desensitisation to hate and harmful content. It is crucial to focus on holistic approaches that involve education, open communication, and fostering critical thinking skills.
Impact of Unregulated Exposure: Substantial evidence points to the negative consequences of unregulated exposure to social media, particularly among teens and adolescents. Research suggests a correlation between excessive social media use and mental health issues such as anxiety and depression. It highlights the importance of creating a safe and well-regulated online environment for young users.
With our insights we organised a co-creation session with technologists, designers, and parents to come up with a new approach to online safety where we called for a new design intervention that is more teen-centric and places value on online responsibility and safety as an integral part of adolescent and developmental growth, teaching teens the skills and giving them the confidence to engage safely and smartly with others through the Internet.
Through ideation and testing, and supported by behavioural economics - we designed Kindtype and tested it with a wide range of audience to iterate and improve in the process. This project was showcased at Truman brewery as a part of RCA 2023 final showcase, and received great interest and positive feedback from the audience, driving critical conversations within families.
Solution -Introducing KindType, an in-context learning and wellbeing coach for adolescents (new social media users) and their guardians to bridge the gap between parental awareness and experiences in digital spaces. By taking a more ‘teen-centric’ instead of a ‘parent-centric’ approach to adolescent online safety, we help teens foster a stronger sense of personal agency for self-regulating their own online behaviours and managing online risks.
KindType establishes a vital connection between teenagers and their guardians/parents, offering them access to easily understandable resources, relevant organisations, and digital support systems. It also fosters a network of friends, allies, and supporters, creating a community that prioritises safety and trust. This community is built upon the idea of learning and engagement on popular social media platforms, ensuring that teenagers have access to a supportive and secure environment as they navigate the online world.
Learnings -
Community engagement and connection are vital for the success of digital initiatives supporting vulnerable populations.
Focus groups and interviews were conducted with parents, technologists and educators. Surveys and polls were conducted with young participants.
Mock website designed to test proof of concept with parents and teens.
key insights from the primary and secondary research on social media platform instagram.
Infographic that summarises kind type’s service offering to parents and children.
Infographic that summarises the service system and functionality models.
Testing for proof of concept with teenagers entering social media platforms such as instagram and their parents
A glimpse of the workspace and ideation as a build up process.
social media poster to promote the concept of Kindtype and test the desirability.
final show exhibit outlining the concept for kindtype
Project 7
Strategies for fundraising opportunities based on donors engaging with blood cancer
Client - Blood Cancer UK
Sector - Non-profit/ charity, consulting
Responsibilities - Market research & strategy, visual design.
Objective - Strategising to increase donation streams for fundraising by asking how might we connect people through blood cancer at Christmas by normalising the disease, not shying away from the difficult conversations and allowing people living with blood cancer to enjoy Christmas the way they want?
Project duration - 2 months
Approach - To understand the fundraising landscape that BCUK sits within, we conducted extensive market research and immersion into their existing events and fundraising asks. Following that, we conducted interviews with a diverse group of target audience to form personas and divide them into three tier of donors based on their interest and engagement with BCUK.
Following that we looked into trends around Christmas and purpose driven messaging that can encourage maximum participation, leading us to propose 4 prominent fundraising ideas for BCUK to implement. Each idea was supported with extensive donor conversion and economic growth rates (which I am unable to share), and also a cumulative portfolio approach was discussed for future fundraising capacity.
Solution - The final solution focused on 4 unique fundraising strategies that targeted existing and new donor groups for blood cancer UK. These strategies were:
Sponsor a researcher - Blood Cancer doesn’t take a break over the festive season, and neither do we. Across the festive period we have leading researchers working on cutting edge treatment while looking ahead to an ambitious 12 months of ground breaking research. Sponsor our researchers this Christmas and help fund the next year of valuable research into blood cancer. You’ll receive a Christmas welcome back and quarterly updates across the year. Finally, next Christmas, you’ll receive a summary of the impact you’ve facilitated over the last 12 months
Gift guides - It can be really difficult to choose a gift for a loved one undergoing treatment or living with blood cancer. Blood Cancer UK have curated recommendations from our community to find gift ideas that will be especially relevant for your loved one. Whether it’s a particularly warm wooly hat to protect from the cold or a little travel bag of luxuries to bring into hospital. We’ve put together the ultimate Christmas gift list created by people living with blood cancer. We’ve also included a range of 12 gifts for the whole family!
Christmas TV - Christmas can be a lonely time for people undergoing treatment and living with blood cancer.
Come together in support of the blood cancer community and join us on December 12th as all across the UK we gather to watch Home Alone, together.Either watch at home with your family, or invite your nearest and dearest to a festive watch party while raising awareness of blood cancer and much needed funds for blood cancer UK to continue our life saving research.Festive token of thanks - Tangible, festive manifestations of the donation you’ve made - beautiful enough to gift, but tempting enough to want one of your own too.
Learnings-
My initial immersion into fundraising and business strategy has provided invaluable insight into the intricacies of this sector.
Exploring avenues beyond the traditional fundraising landscape has fueled creativity and unveiled potential innovative fundraising methods.
Recognising the significance of trends and cultural dynamics has been instrumental in shaping a robust foundation for integrating these elements into my consultancy practice.
The market research explores Christmas donation drives and initiatives, products curated by various charities and non profits to understand where the BCUK propositions will sit.
testimonial for sponsor a researcher proposition - Sponsor our researchers this Christmas helps fund the next year of valuable research into blood cancer. Donors receive a Christmas welcome back and quarterly updates across the year.
We also used assumption/proxies for each option to understand the viability of the offering. The numbers were promising, contributing on an average of £50,000 per proposition.
The market research explores Christmas donation drives and initiatives, products curated by various charities and non profits to understand where the BCUK propositions will sit.
Ads and marketing for gift guide proposition - It can be really difficult to choose a gift for a loved one undergoing treatment or living with blood cancer. Blood Cancer UK have curated recommendations from our community to find gift ideas that will be especially relevant for your loved one.
Concept for sponsor a researcher and festive token of thanks (Tangible, festive manifestations of the donation you’ve made - beautiful enough to gift, but tempting enough to want one of your own too.)
We tested the fundraising products with relevant audiences to receive feedback and improve on our proposed proposition.
