An airline needed to retire a twenty-year-old app codebase while overhauling years of accumulated UX debt - in six months. I co-led design across a team of three to four, developing a two-track parallel delivery model to stay ahead of a large engineering team. The result was a fully reimagined app experience that lifted the App Store rating from 3.8 to 4.5.
Customers running freight forwarding and logistics businesses had no integrated way to manage assets across containers, vehicles, and equipment. I owned the end-to-end experience - from mapping workflows and benchmarking competitors through to UI delivery in close collaboration with engineers. Introduced AI-integrated design workflows to accelerate delivery and set a new standard beyond what competitors offer.
I was involved in a multi-year programme of work to design the future cabin experience for incoming Boeing 787 aircraft. While the airline industry is heavily regulated and often waterfall in nature, this team sought to be design-led wherever possible, involving customers at every step.
A major UAE-based real estate client needed to transform both their customer and employee experience as part of a significant regional expansion. I led UX through a compressed proof-of-concept phase - mapping current and future state journeys, building prototypes, and presenting the CX vision directly to client leadership in Dubai. Design played a unifying role across Salesforce, technical, BA, and commercial workstreams.
A multinational electronics manufacturer needed to transform their employee experience through a new digital platform - moving from current state to a funded executive vision in eight weeks. I led the experience strategy across the full discovery-to-vision arc: employee interviews, journey mapping, personas, and prioritisation frameworks, synthesising input from global locations into a business case that secured executive approval.
A well-loved loyalty programme was leaving growth on the table due to a legacy platform that couldn't keep pace. I led a product squad of three designers through a three-month discovery and envisioning project, running research, building experience visions, and creating a suite of reusable artefacts - journey maps, blueprints, personas, and roadmap variations - that helped secure a $30 million dollar executive-approved programme.
The legacy Airpoints Store was outdated, off-brand, and underperforming. I led UX from scoping through to delivery - conducting customer research, mapping end-to-end journeys, and building and testing prototypes against leading ecommerce benchmarks. A dual-currency payment model added significant UX complexity; successfully advocating to simplify the business rules turned it into one of the store's strongest features.
Ground staff at the airport had no mobile tools or real-time information to help them serve customers more effectively. I led a two-phase research and design programme - running bespoke day-in-the-life workshops with different staff groups, then combining research with technical constraints to define a prioritised feature set and build a business case that secured executive approval.
Unit is an insur-tech start-up focused on delivering a simplified insurance product for body corporates and tenants of medium to high density developments. The team had a goal of being a differentiator in the market, with an easy to understand product and modern and welcoming brand. I helped them set their brand vision, develop a digital first brand identity and prototype their initial product flows.
