For my Master's project, I collaborated with Sainsbury's to improve the online grocery shopping experience, focusing on substitution—a key challenge for the retailer. The project spanned from conducting in-depth research to outlining design limitations and future strategies. We began by analysing the online order packing process through secondary research and then moved on to primary research to uncover user pain points. These insights guided the development of initial prototypes, which we tested iteratively to refine the solution. Ultimately, we delivered a comprehensive concept, identified its constraints, and proposed actionable next steps to enhance the shopping experience.

I owned the design for cross-platform B2B and B2C SaaS products, creating cohesive and intuitive user experiences across web and mobile platforms. • Led the end-to-end redesign of the My FamilyMart app in a fast-paced agile environment, increasing user engagement by 25% through user research, prototyping, and usability testing. • Delivered UX artefacts, including user flows, wireframes, prototypes, and design specifications, ensuring alignment with business and user goals. • Streamlined e-commerce platform UI, enhancing visual hierarchy and accessibility, contributing to over six million app downloads. • Developed and maintained design systems to ensure consistency and reduce development time by 60%, streamlining workflows across teams. • Conducted qualitative and quantitative research to uncover user needs and inform data-driven design decisions. • Collaborated with cross-functional teams to translate complex requirements into actionable design solutions, improving communication flow and prioritisation of deliverables. • Enhanced team workflows by implementing front-end design principles and providing developers with detailed, actionable assets, reducing revisions and improving product quality. • Engaged with stakeholders to align on business objectives and ensure customer needs were addressed effectively.

• Designed marketing and digital assets, including banners, social media content, and exhibition campaigns, to improve brand visibility. • Enhanced customer engagement through visually compelling and user-friendly interfaces, combining graphic design with UX principles.