Outcomes over Outputs
With over a decade of experience in product design, my focus lies in shaping how products work, not just how they look. I design with intent grounded in research, systems thinking, and empathy to influence behavior and deliver measurable value. Whether defining complex journeys or guiding product strategy, my aim is always the same: to create experiences that lead to better outcomes for both users and the business.
Design without research is like getting in a taxi and just saying, "Drive."
Effective design begins with understanding. Without research, design becomes guesswork ungrounded, misaligned, and often wasteful. I approach every project with curiosity and discipline, using qualitative and quantitative methods to uncover real user needs, motivations, and pain points. This foundation ensures that design decisions are not only intentional but also contextually informed, leading to solutions that are relevant, usable, and impactful. Research isn't a phase, it's a mindset that anchors the entire design process.
SOLUTION
• Led a research-driven discovery phase to understand real user behaviors and needs.
• Conducted user interviews, surveys, analytics reviews, and usability testing to identify friction points and experience gaps.
• Synthesized findings into clear pain points and opportunity areas.
• Used insights to design a refreshed interface and improved workflows focused on usability, discoverability, and engagement.
• Applied Lean UX principles and iterative prototyping to ensure evidence-based, user-aligned solutions.
OUTCOME
• Research uncovered hidden usability issues and opportunities to simplify key workflows like alerts and content discovery.
• These insights shaped a modernized interface that boosted clarity, efficiency, and engagement.
• Early results showed a 15% month-on-month increase in adoption and measurable revenue growth.
PROBLEM
The IDBS E-WorkBook Request tool, while powerful in its capabilities for managing R&D work requests, suffered from a complex and unintuitive user interface.
A usability study revealed a System Usability Scale (SUS) score of just 45%, indicating significant challenges for users trying to navigate, submit, and track work requests efficiently.
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SOLUTION
• Conducted a detailed UX audit and applied user-centered design methods to simplify the interface and reduce cognitive load.
• Reorganised workflows, decluttered key screens, improved visual hierarchy, and introduced clearer labeling and guidance to help users complete tasks with confidence.
OUTCOME
Following these improvements, a second round of usability testing showed a significant improvement, with the SUS score rising to 72%. The redesign made it easier for R&D teams to submit and manage requests, ultimately contributing to better task tracking, increased adoption, and a more streamlined user experience.
PROBLEM
Glass’s Guide was a successful but costly printed product, selling 17,000 copies per month. However, it was outdated as soon as it went to print, and maintaining its relevance in a rapidly changing automotive market was increasingly difficult. The business needed to transition to a digital solution quickly, but there was a risk of simply replicating the print version online without addressing core user needs or expectations.
SOLUTION
I led a user-centered design approach and emphasized the need to exceed user expectations, not just digitize the existing content. Through research and user interviews, I identified two key features that would dramatically enhance the experience:
- A VRM (vehicle registration mark) lookup for quick car identification
- A mileage input/adjuster to instantly tailor valuations
These features allowed users to find and value a car more accurately and significantly faster than before, with less manual input.
OUTCOME
The digital version of Glass’s Guide launched with a streamlined, high-value feature set, resulting in:
- A significant increase in revenue post-launch
- Reduced time on task for users
- Immediate, accurate vehicle pricing that adapted to user input in real time