From research and insight to products of value.

Understand: User Research

User research has always been the foundation of my practice, whether as a user researcher, a designer or a leader of cross-functional design teams. I have run everything from quick-and-dirty research to longitudinal studies. The outcomes have ranged from improvement suggestions to large user scenarios that have helped organisations better understand their target groups and create offerings better suited to their customers.

Define: Customer Journeys and User Flows

As a design strategist, I create high-level customer experiences in the shape of Customer Journeys and User Flows. These artefacts have helped organisations build a shared understanding of the experience and stay aligned with customer needs and expectations.

Ideate: Value mapping

I run projects and workshops that create shared definitions of a problem space and ideas for solving it. I've designed and facilitated workshops that set a customer-centric direction going into the build phase of products and services.

Design/build: Building in Figma

I build designs in Figma on top of a shared design system, so every screen uses the same components, text styles and colour tokens as the product itself. That keeps designs consistent, fast to produce and easy for engineers to trust.

Each feature gets its own page in the file, from early explorations to finished flows that are marked as done and handed over to engineering. I prototype the key flows so we can test them with users and walk stakeholders through them before anything is built.

I build designs in Figma on top of a shared design system, so every screen uses the same components, text styles and colour tokens as the product itself. Each feature gets its own page in the file, from early explorations to finished flows handed over to engineering, and I prototype the key flows so we can test them with users before anything is built.

Figma — Quiddly admin portal

Exploring Mr. Ledger, an AI agent that explains why a payment couldn't be matched and suggests the next step

Test: Prototypes in users' hands

Before anything is built, I link the key screens into clickable Figma prototypes that behave like the real product: loading states, AI answers and follow-up chats included. That lets us put realistic flows in front of users and stakeholders early, watch where they hesitate and fix it while changes are still cheap.

Figma — Unplaced Payment Agent prototype

The prototype flows for the Unplaced Payment Agent, ready for usability testing

Ship: From prototype to product

I work closely with engineering through build and release, reviewing the implementation against the design and adjusting details as real data comes in. The result is a feature that behaves as tested, and a design system that grows with every release.

Quiddly — Unplaced Payments

Shipped: Mrs. Ledgerwick suggests how to place an unmatched payment, with the reasoning shown, and the user makes the final decision

Measure: Usage and Usability Tracking

To make sure solutions actually meet the needs of customers and users, I've worked extensively with different ways of measuring usage. This includes mapping, implementing and following up key usage metrics in third-party tools (FullStory, Hotjar), as well as qualitative and quantitative usability testing.

Qlik Sense — SUS scores

Usage analytics

Miro — HEART matrix