PIXELY began as a dynamic digital design agency, where I had the privilege of leading a team that crafted bespoke digital experiences for some of the world’s most iconic brands—Sony, Coca-Cola, Westfield, Nintendo, HSBC, AA, The Telegraph, Yell, and ELLE magazine, to name a few. These collaborations provided the foundation upon which I transformed PIXELY into something far more ambitious: a next-generation SaaS platform powered by AI, designed to revolutionise web development.

PIXELY isn’t just a business; it’s the realisation of a vision driven by my unwavering commitment. I invested my personal savings to fund its development and secured the pixely.com domain to ensure the brand’s strength and credibility. But my role extended far beyond financial investment. I meticulously crafted every UI component, utilising Figma for prototyping and wireframing to deliver a user experience that is both seamless and intuitively sophisticated.

As Lead Experience Designer at British Gas, I guided a team of UI and UX designers, driving the creation of user-centred digital experiences across all platforms. A significant achievement was my role in the creation and implementation of Nucleus, the British Gas design system, which can be explored at 'nucleus.design'. I played a key role in establishing the foundational design principles, developing essential components, and constructing the Storybooks 'https://www.britishgas.co.uk/nucleus/demo/index.html', which served as a comprehensive guide for maintaining design consistency across the organisation’s digital assets.

My role also involved the comprehensive revamping of the British Gas website and mobile app, focusing on personalisation and user-centred design principles. This process included conducting 1:1 lab-based interviews with British Gas customers, for which I meticulously planned and executed each session.

As Head of Design at CitySprint, I was responsible for shaping the overall design strategy and vision for the company’s digital products. I led a multidisciplinary design team in developing innovative solutions, including a control and operations dispatch system and a courier app, balancing aesthetic appeal with functional efficiency to meet user needs while aligning with business objectives.

One of the most impactful innovations I introduced was a hands-free system for couriers, revolutionising productivity and safety. Recognising the challenges faced by couriers on bicycles and motorbikes who needed to navigate the streets while managing deliveries, I designed a robust solution that allowed them to operate their devices without taking their hands off the handlebars. I developed a mount for the device between the two bars of the bike, connected to a Bluetooth headset for audio alerts on incoming jobs.

As a Senior User Experience Specialist at CitySprint, I led the design and development of key digital solutions, ensuring they aligned with CitySprint's brand guidelines. One of my notable contributions was the complete overhaul of the xDespatch desktop application, a vital part of the CityTrack system, which streamlined workflows and significantly enhanced operational efficiency for dispatch operators in managing bookings and fleet operations.

During this role, I also spearheaded the development of a hands-free system for bike couriers, integrating a mounted device with Bluetooth audio prompts and handlebar controls to maximise safety and productivity. This system allowed couriers to accept or reject jobs with ease, reducing the need for manual interaction and optimising the delivery process. Additionally, I led the design of a new iOS app tailored for local couriers, similar to the Uber Partners app, which improved user experience and further optimised the delivery process.

At the NHS (National Health Service), I led the complete redesign and development of the Clinical Document Library (CDL) system, a critical tool for managing and accessing patient data across the UK. Building this system from the ground up, I transformed how healthcare professionals interact with clinical documents, ensuring that clinic letters and equivalent documents are centrally stored and automatically sent to GP practices within five working days, as required by the Commission for Quality and Innovation (CQUIN).

My role involved close collaboration with healthcare professionals to understand their needs and ensure the CDL was both intuitive and aligned with clinical workflows. I addressed specific user requirements, such as integrating the CDL with existing systems like Cerner, enabling patient context switching, and implementing version control to streamline document approvals. I also designed features to import documents from scanners and printers within the patient dashboard.

As Lead Designer at JUST EAT, I was at the forefront of redefining the brand’s visual identity and driving innovation across all digital and physical touchpoints. Recognising the need for superior tools and resources, I immediately upgraded the design team's equipment, ensuring our capabilities matched our ambitions.

I established a rigorous design system process and introduced a streamlined brief and ticketing system to optimise workflow, ensuring that all projects were executed with precision and efficiency. My role also extended to reimagining the brand’s physical presence—collaborating with the marketing team to redesign packaging, ensuring consistency and impact across all customer interactions. Given that the UK served as the headquarters for JUST EAT, I played a central role in maintaining global brand coherence. I regularly conducted workshops and meetings with international teams, ensuring they were aligned with the UK’s design standards and updates.

As a Digital Media Designer at FCB Health Europe, I played a key role in establishing the in-house digital team, collaborating with the award-winning creative department on projects for some of the world’s leading pharmaceutical companies, including Gilead, AstraZeneca, Sanofi, Baxter, Prolia, and Boehringer Ingelheim. My work involved crafting innovative digital products tailored to each brand's unique needs, from interactive games and mobile applications to full website redesigns and community platforms. I was responsible for developing seamless and intuitive user experiences across various digital platforms, leveraging technologies such as HTML5, CSS3, JavaScript/jQuery, and ActionScript.

I also utilised CMS platforms like WordPress to ensure robust and scalable solutions for our clients. Working on prestigious brands, I created digital products that not only met but exceeded client expectations. Whether it was designing a mobile app for AstraZeneca or Sanofi.

As an Interactive Web Designer at Ted Baker, I played a pivotal role in enhancing the brand’s digital presence and e-commerce capabilities. Ted Baker, a British luxury fashion brand, required a digital experience that reflected its distinctive style. I crafted visually engaging, user-centred designs that translated the brand’s sophistication into an intuitive online shopping experience. My expertise in frontend development, graphic design, and character animation brought interactive elements to life, ensuring a seamless user journey.

Beyond designing and integrating secure payment systems, I collaborated closely with the marketing team to produce all marketing visuals and animated banners, particularly in preparation for the 2012 London Olympics. Additionally, I resolved numerous UX challenges to improve the customer ordering process and developed a new tool that enabled customers to track and amend their upcoming orders.

As a Web Designer at Mothercare PLC, I played a key role in enhancing the brand’s digital presence and improving the user experience on its e-commerce platform. Mothercare, a leading British retailer specialising in products for mothers, babies, and young children, required an accessible and visually appealing online platform to serve its diverse customer base. I was responsible for designing and developing responsive web pages, ensuring compatibility across various devices.

My work involved extensive use of CSS, HTML, and Adobe Fireworks, alongside Photoshop and Illustrator, to create visually compelling designs that aligned with Mothercare’s brand identity. I also applied user-centred design principles to optimise the shopping experience. Beyond web design, I spearheaded the technical and creative aspects of email marketing for the Early Learning Centre (ELC) website, which was part of a strategic partnership with the BBC.

As a Technical Web Designer at Currys plc, I was responsible for maintaining and enhancing the company’s e-commerce website, one of the UK’s leading electronics retailers. My role involved ensuring the site’s functionality, user experience, and overall performance, using user-centred design to create a seamless online shopping experience. In early 2008, I played a pivotal role in the complete rebranding and redesign of the Currys website. This involved rebuilding the entire site from the ground up, focusing on modernising its design, improving its responsiveness, and optimising the user experience. The goal was to establish Currys as the number one online electronics retailer in the UK, and my contributions were key to achieving this vision.

The redesign not only refreshed the brand’s digital presence but also significantly enhanced its e-commerce capabilities, driving increased customer engagement and sales.

As an Online Designer at Currys, I was deeply involved in enhancing the user experience and visual appeal of the company’s e-commerce platform. My responsibilities included developing responsive web pages, implementing CSS and HTML, and applying user-centred design principles to optimise the online shopping experience. I also created product landing pages and designed email newsletters, crucial for engaging customers and driving sales.

During this time, I had the privilege of working under Jan Bartholomaeus, the Online Design Manager, who played a pivotal role in shaping my understanding of web design, particularly in the e-commerce space. His guidance provided me with a solid foundation in design principles and practices, for which I owe much of my expertise today. Jan's influence was instrumental, and he continues to inspire as the CX Design Director at Time Out Group plc. This early experience laid the groundwork for the subsequent redesign and rebranding efforts.