RAINDAY Banking App

Skills:

Product Design
Brand Systems
Figma
UI Design
UX · Responsive Design

A fictional challenger bank designed to make saving feel personal and approachable. Starting from the three brand values of clear, playful, trustworthy I developed a full visual identity and translated it into a complete product experience: a responsive banking UI across desktop, mobile, and tablet that demonstrates how brand thinking and product design work together end-to-end.

Challenge:
Design a banking product that feels genuinely different from traditional institutions, without compromising the clarity and trust that handling someone's money demands.
Approach:
  • Named the brand and developed the full visual identity: logo, colour system, typography, and illustration style
  • Translated brand identity directly into product decisions, ensuring every UI element, from colour to copy, expressed the same personality
  • Designed nine responsive screens across desktop, mobile, and tablet: accounts overview, current account, and spending overview
Date:
2026

Ecommerce Site Design

Skills:

UX Research & Heatmap Analysis
Wireframing & Prototyping
High Fidelity UI Design
Ecommerce Design
A/B Testing
Magento CMS
Design to Development Handoff
Figma
Locofy.ai
Tailwind
HTML & CSS
Responsive Design
Design Systems

A full ecommerce website redesign, approached the way a product designer would; starting with user research and ending with developer-ready designs. Using Hotjar heatmaps, click maps, and user survey data to identify friction points, I redesigned every major surface of the Dobell site from wireframe through to high fidelity, validating key decisions with A/B testing along the way. This was achieved with no dedicated front-end developer, a legacy Magento codebase, and minimal budget (sourcing external front-end support for just £200 to facilitate the full redesign through to code).

Challenge:
To redesign a live ecommerce site across every major page type while simultaneously identifying and fixing UX friction points across the product, all with no dedicated front-end developer, a legacy Magento codebase, and minimal budget.
Approach:
  • Conducted UX research using Hotjar heatmaps, click maps, and user surveys to identify friction points and inform design decision
  • Created wireframes before moving to high fidelity designs
  • Redesigned every major surface (homepage, category pages, PDPs, editorial CMS pages, shopping bag, and checkout) producing developer-ready Figma specs
  • Partnering with Locofy agent to generate production-ready code
  • Ran A/B testing on key design decisions, using Magento staging environments to test changes and protect conversion rates throughout
  • Ran A/B testing on key design decisions, using Magento staging environments to test changes and protect conversion rates throughout
Date:
2026

Customer Email Lifecycle

Skills:

Brand Systems
Figma
UI Design
UX
Lifecycle & Funnel Strategy
Email Design
Cross-functional Collaboration

I built Dobell's automated email funnel from scratch; mapping the complete customer lifecycle, designing the full template system, and writing every touchpoint from Welcome through to Winback and Sunset. Before this project, no cohesive customer journey existed except for basic delivery emails. I created a consistent brand narrative across the full customer journey and a measurable conversion channel outside of weekly marketing emails. Technical implementation and Bloomreach setup was led by the marketing team, with whom I collaborated closely throughout.

Pop-Up redesign:

Alongside this, I redesigned the email sign-up pop-up, treating subscriber growth as a UX and brand challenge rather than just a conversion mechanic. The Re-Design increased visitor-to-subscriber conversion from 0.55% to 2.61% — a 369% increase in sign-ups (629 to 2,951 per month) from the same volume of traffic.

Approach:
  • Created a strategic lifecycle framework that didn't previously exist, from first welcome through to retention and winback
  • Designed all automated email creative end-to-end, building a modular template system flexible enough for campaign variations
  • Wrote all copy across every funnel stage, reflecting customer mindset at each moment -consideration, purchase, loyalty
Impact:
  • Abandoned Cart flow generates £2.4k–£3.2k per month in assisted revenue at ~18–19% conversion
  • Sign-up automated email generates £7.2k–£9.9k per month (Oct 2025–Jan 2026) at 15–29% conversion
  • Automated emails consistently outperform weekly marketing emails in revenue and conversion rate despite significantly lower send volumes
Pop-Up
Re-Design:
  • Increasd visitor-to-subscriber conversion from 0.55% to 2.61%, a 369% increase in sign-ups (629 to 2,951 per month) from the same volume of traffic.

    The new form converts 1 in every 38 visitors, compared to 1 in 180 previously, making it 4.7x more effective

End to end UX

Skills:

Design Systems
Product Design
Brand Systems
Figma
Cross-Channel UX
End-to-End Product Thinking

Good product design isn't just about individual screens, it's about what a user feels as they move through an entire experience. This project demonstrates how I applied systems-level thinking across every surface of the Dobell digital product, right down to deciding new product names with the merchansider and product packaging, ensuring visual and tonal consistency from first click to physical delivery. In a small in-house team, I owned this end-to-end.