digital product designer
about
My design decisions are informed by a balance of user needs, accessibility best practice, and business requirements. I have a personable, positive and detail-oriented approach that ensures effective communication between teams throughout the design and development process.
I have extensive experience in both Utility and E-commerce industries, underpinned by a reputable design education at Central Saint Martins, The University of Brighton, and Experience Haus. I'm currently building accessible and engaging digital products with the team in-house at renewable energy company, Good Energy. I previously managed the e-commerce digital experience at UK top 100 retailer, Hobbycraft.
skills
User Research
Journey Mapping
Wireframing
Prototyping
Design Systems
UI Design
User Testing
Content Strategy
Campaign Management
SEO Copywriting
Analytics
Art Direction
Graphic Design
Illustration
hello! i'm elizabeth
a digital product designer with a broad skillset, ultimately passionate about responsible and inclusive design
workshops
project 4 of 6
scope
UI Design
Creative Direction
summary
As an extension of the replatform at Hobbycraft in 2022, I designed a white-label of workshop platform ClassBento for the Hobbycraft Workshops proposition.
This required liaising with the external development team at ClassBento in Australia from the initial project ideation to build. A push to use Figma allowed easy collaboration between all teams involved. Once in a cycle of continuous improvement, I worked with stakeholders around the business and the development team at ClassBento to facilitate the ongoing refinement of the designs in response to customer feedback and analytics.
In addition to a full suite of Figma designs, I worked closely with the Marketing team to create a set of digital design guidelines, and provided art direction for all photography used throughout the site and promotional materials.
project 1 of 6
energy account
scope
UX Research
User Interviews
Affinity Mapping
Wireframing
UI Designs
Prototyping
Customer surveys
summary
The main objective of this complex, cross-platform customer account project was to empower all customer types to self-serve key account-based tasks to reduce pressure on the customer support team. Year-on-year, calls to customer support are -8%, and digitally engaged users are +176%.
Once the MVP for B2C customers had launched, we entered a continuous improvement cycle whilst simultaneously migrating more complex B2B customer accounts, and implementing new features to provide all customers with further energy insights.
Working in agile with three in-house development teams, our React native web account and React Native iOS and Android apps are accredited as accessible to WGAC 2.2 AA standard by The Shaw Trust.
good energy
UX / UI Designer
2022 to present
Design of cross-platform customer account and key acquisition journeys that empower customers with a complex array of account types to self-serve key tasks, reducing pressure on the customer support team. Year-on-year, calls to customer support are -8%, and digitally engaged users are +176%.
Working in agile with three in-house development teams, the online account and app are accredited as accessible to WGAC 2.2 AA standard by The Shaw Trust.
scope of role
UX Research
User Interviews
Affinity Mapping
Wireframing
UI Designs
Prototyping
Accessibility Lead
selected works
dashboard
Headline account information and alerts for a complex array of customer account types.
aquisition journey
Streamlining key acquisition journeys from design to internal process.
personas
project 2 of 6
scope
UX Research
Information Architecture
Graphic Design
summary
We know that it is important to keep in mind the many complex user types when making decisions, and personas are a great first step to understanding.
To focus beyond broad persona groupings, I produced a set of 9 user scenario cards by combining a wide range of data and research to provide stakeholders with a spectrum of real-life situations to aid decision-making. This allows all potential scenarios to be considered in depth, highlighting any areas that require further consideration and increasing confidence that no stone has been left unturned.
The cards provide a snapshot of an imagined users' account built with amalgamated data, as well as other key consideration such as accessibility needs, device type, and digital competency.
As a UX team, we use these cards to stress-test our designs by mocking up what new screens or continuous improvements may look like for each customer. This allows us to tackle design problems prior to implementation.
ecommerce
project 3 of 6
scope
UI Design
Content Curation
Project Management
Content Build
summary
I was the Digital Experience Manager during the re-platforming of the Hobbycraft website in 2022. During the ideation stage of the project I worked closely with an external design agency to steer the creative direction, utilising my deep understanding of the brand and customer behaviour.
I managed and executed the migration of all non-product content with my team of two Digital Designers, taking the opportunity to redesign all static pages to utilise the new design guidelines. This included the homepage, category landing pages, customer information pages and detailed beginner guides.
In the post-launch continuous improvement cycle, I worked with product owners and an external development team using Jira in Agile to implement informed UX and UI design changes for all device types. These changes were informed by session replays, customer feedback from user testing, and active surveys. Many optimisations were A/B tested prior to implementation to ensure a successful, right first-time approach.
get started
project 5 of 6
scope
Art Direction
Project Management
UI Design
Content Build
summary
Noticing a significant gap in the Hobbycraft content strategy for demystifying on-trend crafts, I pitched 'Get Started in...', a series of informative and shop-able content pages designed to give customers the confidence to begin a new craft.
I took ownership of the project from content production, art direction, UX/UI designs and content build. The project has since grown to support over 35 crafts and is integrated throughout the multi-channel customer journey.
nutrihub
project 6 of 6
scope
UX Research
User Interviews
Affinity Mapping
Wireframing
UI Designs
Prototyping
summary
Concept designs for a home hydroponic farming system app. The system allows users to grow their own herbs indoors, year-round.
The project required liaising with the founder to understand customer segments and business requirements, before undertaking extensive qualitative research into competitor products.
I developed a basic design system to produce UI designs rapidly in order to host multiple user interviews for feedback. The outcome provides the user with oversight of their system with a focus on community building and energy saving.