Creating accessible digital products and brand experiences that enables business growth.
I combine qualitative insights with quantitative data to validate design choices. This ensures solutions are both emotionally resonant and measurably effective.
The best solutions emerge from diverse perspectives. I work closely with developers, product managers, and stakeholders, involving them throughout the design process.
I believe in starting small, testing early, and refining based on feedback. This iterative approach reduces risk and leads to more successful outcomes.
Breakdown Journey Redesign
Leading the redesign of RAC’s digital sales journeys to reduce steps, align brand consistency and boost conversions.
I led end-to-end UX design and testing for the new membership and SME quote flows, introducing simplified layouts, better add-on visibility and validated UI updates that increased clarity and speed for users.
Helping UNICEF build trust and increase recurring donations through a cleaner, more reassuring online giving experience.
I led a full UX audit and user testing of the donation journey across unicef.org and help.unicef.org, uncovering trust gaps and usability friction.
The redesigned flow introduced clearer progress indicators, consistent branding, modern payment options and in-flow reassurance, resulting in a more professional, trusted experience that encourages monthly giving.
Improved the usability of the British Army’s application journey, leading to a 23% increase in user efficiency.
Led the UX design and research for the Army recruitment website. Creating a detailed experience map and user personas helped gain a clearer understanding of the end-to-end application experience.
This helped define a clear roadmap, and prioritise UX improvements – including a faster, user-led mobile experience.
Redefining a hotel & flights booking platform to help luxury hoteliers take back control of their bookings.
Helping C-Breez redesign their SaaS booking platform and responsive website.
Focusing on visual storytelling, clearer UI, and a smoother mobile-first experience has helped increase customer trust and direct bookings through their platform by 12% over a month post-launch.
Turning complex risk data into clear, actionable insights for enterprise security teams.
I led UX research and the redesign for Panaseer’s SaaS security analytics platform, simplifying dashboards, improving data visualisation and enabling CISOs to make faster, evidence-based decisions with greater clarity and confidence.
Digital transformation & optimisation.
From the successful redesign and relaunch of their sites, I continued improving conversion and accessibility for one of the UK’s leading e-commerce brands.
I delivered UX improvements across the storefront; including introducing Apple Pay and Google Pay to optimise mobile checkout flow that created a faster, friction-free path to purchase and an 11% increase in average order value (AOV).
I also helped re-draw the Lovehoney logo brand identity for improved clarity on mobile devices.
Virtual Dating App Experience Redesign
Redesigning a global dating app virtual speed dating feature to improve engagement and trust.
This case study goes through the agile UX design process, from research, wireframes, UI prototypes, and validation through rapid user testing for an online speed dating feature.
Redesigning innovative financial planning SaaS tool for advisers.
Working with fintech start-up i4C (now Intelliflo), I helped design a user-centred cashflow planning system, simplifying complex financial data into intuitive visual models used by hundreds of financial advisers nationwide.
I also redesigned their brand identity and website which led to an increase of leads by 33%. Within 12 months of success, it was acquired by Intelliflo for twenty times the owners investment.
Transforming complex political data into an engaging, interactive experience.
I redesigned Electoral Calculus, the political forecasting consultancy’s brand and user interface. This included optimising their data visualisations to make election predictions easier to explore and share, improving usability, clarity and mobile responsiveness for a wider audience.
With a clear brand and faster user experience, they have doubled client commissions for polls.
From UX wireframes, clickable UI prototypes and user testing to MVP build and launch.
Validify Access is a curated community platform for retailers and innovators to connect, build trust and speed up enterprise retail deals.
I worked as the UX/UI consultant with the Validify team to create user stories, wireframes and clickable, high fidelity prototypes for user testing.
After the MVP launch we continued to refine the product and improve the user experience. They are now regarded as the primary resource for retailers and vendors in digital transformation.
Brand and UI/UX website and software redesign to bring inline with their marketing strategy
KDS is a travel and expense management company based in Paris, France with offices in the UK, Europe, and expanding into North America. I was asked as a brand and UX consultant to refresh their KDS brand identity as well as redesign their KDS Neo product, onboarding tool and the KDS travel and expense software user interface.
The new brand and site launched along with the deployment of the booking UI with great success. The impact to the business was demonstrated through clear design style guides and online brand portal to help the marketing and development team implement seamlessly. Eighteen months from launch, KDS were acquired by American Express Global Business Travel.
Website UI/UX redesign to raise brand awareness and drive traffic to their retailers.
EX1 Cosmetics was created by British award winning biochemist Farah Naz to be the first mass market brand catering for olive skin with yellow undertones. They required help with their customer journey and user interface design to raise brand awareness and credibility, drive traffic to their retailers and collect user data.
The new site launched with great success and increased engagement with their ideal audience. They have taken the beauty world by storm and is now one of the go-to brands for A-Listers, supermodels and pop stars alike.
A complete brand refresh, UX redesign and improved online user experience.
Trac Recruitment Systems is a provider of high quality software that manages recruitment for medium to large public sector organisations from pre-advertising (vacancy authorisation) to advertising, selection and employment checks up until applicants start work.
I worked with their team to refine their brand and improve the user experience across their main site and also their three NHS job sites to all fit under the main Trac Systems brand UI system.
After the relaunch they quickly doubled revenue and reduced support call requests. They were acquired by Civica Group to become the main provider of recruitment management software for the NHS.
“Andy’s deep understanding of our brand and clean, customer-friendly UI designs gave us a real competitive edge. A year ago, no one would’ve heard of us, and, now, we’re one of the most popular companies in our vertical.”
JOHN CALVERT-JONES – I4C
“Fully satisfied with the UX research project execution. The management was seamless, responses were prompt; the quality of interviews, analysis and Andy’s report/presentation exceeded expectations.”
Barbara S. – Mastercard ARC