Picture of Emma smiling

I'm Emma, a lead UX Strategist.

My core belief is that good design, (and a happy life) is characterised by simplicity, it focuses on the essentials rather than overloading with unnecessary elements.

I am currently working in the Digital Change Team at Ofsted. Outside of this responsibility I am mentoring graduates, and promoting digital accessibility through the CGI Accessibility Network, – because everyone above zero counts!

Out of work…

• Horticulturist, Apiarist, Shepherdess
• An Alchemist (my kitchen is my pharmacy)
• An Ironman, trail runner
• Charity volunteer, I put my UX skills to good use for the Amateur Entomologists' Society. Love those bugs!

I live on a small holding in Surrey, with the vision of living a more self sustainable life. Supported by a close community of apiarists, horticulturists and farmers we are learning how to provide for ourselves, It starts with Wild Women Honey, but it will not end there. I am never short on chat with clients/stakeholders.

To book me for work or to find out more…

Call 07487 878 414

creating compelling design icon

Light Resume

Career highlights

  • Lead UX Strategist for The modern slavery statement registry
    Implementing new features, streamlining processes and digitising the paper PIN authentication.

  • Created the first tablet magazine for De Bijenkorf
    Designed the first iteration of De Bijenkorf’s fashion magazine for tablet from Amsterdam.

  • Amplified the Malibutique pop-up beyond experiential
    Introduced mobile in-store activation to the pop-up boutique and cocktail bar across 4 cities.
    Result: Malibu grew its email database by 416%, with 31,000 new subscribers.

  • Created the Danone bookmarking tool for expectant parents
    Conceived through the process of a 5 day creative sprint, where we rapidly progressed from problem to tested solution.

  • Designed a myriad of mobile gaming experiences
    Clients include Captain Morgan, Coca-Cola, Eristoff, Guinness, Pimms, and Vitamin Water.
    Captain Morgan became one of Diageo’s largest, most successful app.

  • Art directed the Guinness Plus App
    The app that rewards Guinness drinkers with free pints by checking into pubs around the country.

Professional Experience

Lead UX Strategist CGI (Mar 2023 - Present)
Creating user-focused, accessible content to support digital transformation in Government.. Responsible for planning, defining and overseeing user-centred design activities to inform continuing activities. Working closely with Product Owners, Solution Architects, Designers, Developers and testers. promoting digital accessibility throughout the business through the CGI Disability Network,

Freelance UX/UI Designer (2022)
Rebranding project for Giraffe Developments, a construction and development company, who want to attract high-end residential and commercial clients through a modern brand and elegant website experience.

Became an advocate for my daughters health (2018 -2022)
My daughter was diagnosed with a severe cashew allergy. Modern medicine has nothing in the tool kit for this, so researching and implementing the science of breakthrough allergy specialists became my purpose. As from 2022 she is allergy free.

Bump ‘n Beyond App (2016 -2017)
A project for pleasure and skill enhancement. I completed the end-to-end process inclusive of a responsive website to drive traffic to the app. I enlisted a former colleague to build the Apple and Android OS.

UX/UI Designer Candyspace (2015 -2017 )
I applied UX mythology from creating surveys and conducting user interviews to designing products. I also fulfilled a more traditional creative role, developing ideas for second screen experiences for Digital Out of Home media. These cross-platform campaigns were supported by social media creatives.

World Travel (2013 -2015)
A most enlightening ethnographic journey around the globe and outside the realms of bias. Impossible to return unchanged. Ask me about the time I met a child soldier of the Khmer Rouge.

Head of Creative Isobar London/Marvellous Mobile (2010 -2013)
A lateral career move into mobile experiences, gaming and emerging technologies. I designed mobile, tablet and web apps. This set a strong foundation to my transition into user experience. I also held the position of Head Creative for Kelloggs - a very client facing role.

Creative Director Team Spirit, Chime Group (2007 -2010)
The pursuit of the big idea, to turn often complex financial messages into compelling integrated campaigns. Managed art workers and designers. Seeing a project through from start to finish, making sure the idea and branding stays on track. From casting to production, to post production. Won numerous awards.

Senior Designer Steel London (2003 -2007)
Creating products that covered the spectrum of digital comms, from flash banners to websites, including branding and supporting print media. Briefs often required us to subvert the narrative.

Designer Sheppard Day (2002 -2003)
My role included styling photoshoots, photographer direction and design for printed material, including advertisements and infographic heavy annual reports.

Skillset

User Interface Design / User Experience Design / Interactive Design / Branding / Strategy / Art Direction / Illustration.

Tool kit

Sketch / Figma / Adobe XD / Illustrator / Photoshop / Indesign / Squarespace

Education

BA (Hons) Graphic Design
Nottingham Trent University