Work

Working between research + strategy to design experiences that are simple, focused and fit for people.

I also believe in making things work, open and last—where people expect the least, but often need it most.

View my CV, or portfolio here.

Design

  • Journey management · service taxonomy · workshop facilitation

    I worked closely with our researchers to map 23 journeys in 4 weeks to deliver an evidence-based, current-state discovery. We detailed the service lifecycle from ‘cradle to grave’, and introduced AI-enabled journey management to accelerate awareness → improvement: finding the most critical journeys, links to organisational metrics, and where quick wins could be found.

    This work shifted attention from isolated issues to actionable opportunities, steering the next decade of roadmap and delivery planning (alpha).

  • Primary research · experience strategy · commercial storytelling

    I led research and design for a large-scale field service transformation. This focused on understanding the realities of frontline delivery: from attending engineer ride-alongs to interviewing back office teams, before translating insights into a future-state service model. The result were four ‘use cases’ that bridged operations, technology and people, and secured £3.3m investment.

    This project sharpened my ability to connect lived experience with commercial value, and design future states that actually work in practice—not just on a journey map.

  • UX design · GDS · accessibility testing

    I was a UX designer on a digital government service, where I designed and tested 100+ compliant screens (gov.uk) and audited the internal CRM to ensure that the service was accessible for both citizens and caseworkers. I worked across four parallel workstreams and even stepped into acting lead responsibilities as a junior. 

    This service became the first Microsoft-based platform to pass service standards and was nominated for Performance Improvement in the Public Sector (MCA, 2025).

  • Service design · coaching · product

    In a service design team of three, I helped develop a brand new service taxonomy for a large-scale UK retailer, combining two distinct retail and health offerings—into one seamless experience.

    This involved mapping 8 types of future-state service blueprints for 4 types of customer archetypes. We also introduced service design to the client, and I delivered Service Design 101s for teams from delivery to C-suite.

    The blueprints ensured strategic alignment across 15+ workstreams, and left with a confident and service-mature client to deliver on their long-term ambition. 

  • UX strategy · prototyping · information architecture

    I was a senior UX designer in a fast-paced, agile project to redesign two core features for a mobile experience, while balancing usability and compliance.

    We analysed the current-state and proposed ‘no regret’ improvements, from requirements → prototype in three months. This involved designing a scalable strategy for notifications to enhance the client’s UX maturity, and reducing the payment flow by 50%.

    This involved working closely with business analysts and architects daily, and acting as a ‘voice of experience’ for a parallel design and build.

Marketing

  • Copywriting · brand · digital marketing

    I worked in creative strategy as a copywriter for clients such as Hublot, The Macallan, Equities First, Marriott. My writing spanned campaign concepts, brand narratives, and editorial content, from launches to livestreams.

    This experience sharpened my ability to turn abstract concepts into clear, compelling stories, and tailor my voice to different crowds, from crisis-averting PRs to hospitality newsletters reaching 1500+ subscribers.

  • Venture building · content · marketing

    I joined a fast-growing biotechnology start-up as a summer intern and quickly moved into a full-time role.

    I built the company blog from scratch by working closely with R&D scientists, supported e-commerce design, and helped grow brand awareness through partnerships and campaigns. The pace was intense, but it taught me how to think creatively, work proactively, and ship ideas as MVPs.

Academic

  • MRes Healthcare & Design project (2023–2025)

    Design Your Own Death is a conversational digital tool that helps people engage with end-of-life planning before crisis, illness, or medical decision-making.

    Grounded in conversation theory and cybernetics, it uses adaptive feedback loops to meet users at their emotional readiness, build death literacy, and generate personalised planning outputs. Unlike traditional advance care planning frameworks, it treats death as a lifelong, evolving experience—not a single clinical event.

  • BA Design Management & Cultures (2021)

    During the COVID-19 pandemic, I explored how Hong Kong could move from over-medicalisation toward a prevention-first healthcare model. The work proposed a hybrid public-private approach, spanning policy, digital services, marketing, and cultural mindset shifts.

    Alongside this, I worked on projects including an accessible food market for the visually impaired and a lockdown-resilient business model for beauty SMEs in Colombia.