Yoto is a Series A tech company, producing award-winning screen-free audio players for children, with over 700 audio titles including Marvel, Nickelodeon, and Disney.

Working across digital, my role spanned UX, UI, Service Design, and User Research.

I co-lead the re-design of Yoto's subscription service ‘Yoto Club’ and co-introduced usertesting.com as a service into the business, enabling insights into new customers and new territories, which led to the re-design of Yoto's card store and player purchase areas, vastly increasing sales.

I produced customer personas, purchase journey maps, detailed interactive prototypes and co-led large-scale A/B testing, including analysis and presentation of findings and metrics to help Yoto understand their customers and hit their KPIs.

I helped expand Yoto's large-scale design system and carried out a full audit, which streamlined the front-end UI, enabling the development and design teams to quickly identify components and build web and app features together, faster.

Note: In process diagrams and research data, dummy content is used in these portfolio examples to protect users’ identities and findings.

For over four years I helped craft design solutions and processes for the British Army, including hands-on hardware and software research with users, to help better understand their needs.

Working with the Land Deployed Applications Discovery (LDAD) Team and as a member of the Design Operations team, I helped build the infrastructure, design artefacts, and processes to allow MoD to undertake GDS style (UCD) projects that are underpinned by Agile ways of working.

The Army Service Manual, which I co-authored and the Design System Discovery, are described as ground­ breaking examples of research in the Defence industry and have been used as a framework for the Defence Digital Service (DDS).

I helped achieve a successful result of 'Met' at the assessment centre for the discovery phase of Project: ‘Personas as a service.’

The Defence design system research and development resulted in continued close collaboration with the Royal Navy's NELSON design system team.

Roles: Service designer, UX and User researcher.

Note: In process diagrams and research data examples, dummy content is used to protect users’ identities and findings.

Google Summer of Code (GSoC) is a global, online program focused on bringing new contributors into open source software development. GSoC Contributors work with an open source organisation on a 12+ week programming project under the guidance of mentors.

The program had been running since 2009 and was still using the old brand styling across online campaigns and merchandise. So Google approached us to give Summer of Code an urgent need of a web and brand refresh, to appeal to the wide audience of developers.

I studied Google’s library of symbology and combined icons to represent the brand name, that could easily be understood without text.

My design featuring Google's icon for brightness used in Android applications, combined with the open/closed bracket for code was the final selected design with the GSoC team.

However, being a global campaign I soon realised that it isn't always summer for all the participants during the program. So, instead of using summer themes as previous designs had, I expanded the global concept and incorporated the space theme which in turn symbolised the program 'launching' as a rocket would into space!

The original GSoC website was cluttered and confusing, so working alongside the development teams I created low and high-fidelity wireframes and designs including timelines and dashboards for the vast areas of the site, due to mentors, students, and organisers all being able to contribute to the competition.

Playful designs such as alien spaceships, planets, and telescopes were used in email templates and banners, as well as detailed, dark, neon landscapes throughout the website and featuring across Google prizes and merchandise including bags, t-shirts, and laptop stickers.

The redesign was well received, Google had the highest number of student registrations with over 20,000 and counting.

Our team went on to create an archive of all the previous years of the campaign, with the new styling applied.

Role: Branding, UI/UX & Illustration

Agency: Potato London

Client: Google

Through my role at Potato London, I helped re-design an online resource library for Hewlett Packard Enterprises. (HPE)

HPE wanted to provide their audience with interesting content and resources to help them explore what solution would be best for them and their organisation.

The original site was challenging to navigate and to maintain. I helped create a clean space to display and easily find information, without the use of a search navigation.

The site contained gated articles, videos, newsletter sign ups as well as pulling in social media content.

Working from the brand guidelines, I created the refreshed the Right Mix branding and iconography, whilst maintaining web accessibility standards for colour use and typography.

Role: UI, UX & Branding

Agency: Potato London / IDG

Client: HP

Vero is one of Australia's largest insurers and had recently rebranded, but their NZ site performed poorly on mobile, being content heavy and confusing to navigate. As part of the Auckland UX team I was tasked with restyling and simplifying the site, mobile first.

I introduced new layouts and icons, splitting the content into easy to read sections whilst driving the user to understand which cover is suitable and to lead onto purchase. This was tested live and adjustments made in real time, making it an exciting project to be part of.

Alongside the Development team, I also created a flexible email template to be applied across the two main insurance brands. This included a breakdown of brand style guides and interchangeable components for all possible email content.

Role: UI & UX
Agency: Vero Insurance / Creative Store NZ

For Potato London's main client Google, I have designed large scale websites, branding, icons and illustrations following Google's Material Guidelines. I have also helped deliver design workshops at Google’s HQ in San Francisco.

Here's a few examples of my Illustration work and live project examples include:

Web re-design & re-brand for Google Summer of Code

UI & icon designs for Android Developer

Icon design & illustration for Google Privacy

Web design & branding for Google Code in

Potato London (Part of the AKQA network) had a complete re-design and brand overhaul.

As Senior Designer at the company, alongside the Art Director, I helped design icons and decorative elements for the new website's home, culture and jobs pages in keeping with the new brand styling and colours.

I also created t-shirt designs for the yearly offsite and re-branded and illustrated the companies internal tools.

Role: UI design & Illustration

Client: Potato London

View the website https://p.ota.to/

iWonder helps kids revise for all their primary and secondary school subjects online. 

Working with the design team at double Bafta award winning agency Complete Control, I helped develop and create the characters and backgrounds for the main intro banners and created the style guides for both KS1 and KS2 levels.

Role: Illustration & Character design

Agency: Complete Control

Client: BBC iWonder

My Cause UK have delivered over 6,000 smiling and proactive front-line volunteers to the UK’s biggest events such as Boomtown, Boardmasters, Bestival, Download Festival, Noisily, NAAS, Love Saves The Day, Lovebox & many more.

My Cause UK is a not-for-profit organisation that provides exceptional quality staffing, whilst making an impact for causes volunteers are passionate about and so far, have donated £160K to over 750+ charities!

The company was still in its infancy when I was approached by the director, including the company name that was developed alongside the branding. Working with the My Cause team, I researched their competitors, influences and inspirations, symbology, and keywords, which I then translated into mood boards and concepts for refinement and selection.

The logo needed to be instantly recognisable from afar and to wholeheartedly represent the company and its ethos.

I developed the hand/heart icons - combining the universal symbology of a heart to portray care, kindness, and love; and the hand representing aid and support.

The chosen branding was applied to staff uniforms, tents, flags and banners, and online promotional material. I developed additional illustrative designs for merchandise including clothing, bags and mini rigs which are available for purchase via their online store.

The brand is now instantly recognisable, worn by thousands of volunteer event staff across the UK’s festivals.

Role: Branding & Illustration

Client: My Cause UK

To promote the adizero golf shoe, I worked with Plump Digital to design and illustrate an arcade-style game for Adidas Golf.

The aim of the game, is to run the furthest before you run out of energy.

Adizero pickups along the way will boost your energy levels but you’ll have to navigate all the usual obstacles you might expect to find on your favorite golf course.

Role: Illustration and Character design

I created the illustrations and storyboards for the first music video to be released from Orchestral Manoeuvres in the Dark‘s ‘English Electric’. 

The brief was to take the viewer on a journey through 1920’s metro-land via steam engine, showing its slow decline over time. I referenced the colours from the album artwork by Peter Saville, from bright neon tones to gritty greys and used a variety of art deco influences to create the train, people and buildings.

Role: Illustration & storyboarding

Agency: SoupCreative 

View: YouTube

Working with double Bafta award winning agency Complete Control, I helped create an educational game for the much-loved CBBC children’s television series, Dinopaws.

Roam around the rich landscapes to find the missing characters or their lost, favourite things…but hurry, the clock is ticking!

Role: Game designer

Agency: Complete Control

Client: BBC Worldwide

Working with the lovely crew at Aardman, I helped design and animate the gaming components for CBBC’s Technobabble: Make it.

The HTML5 game maker tool features characters from the CBBC show Technobabble, as well as the items to create all sorts of different games; platform, racer, puzzle, shooter, sports.. the list goes on!

I created the backgrounds, players, enemies, collectables and platforms with the Technobabble brand styling in mind and aimed at an age range of 7-13.

The game maker is available on all devices and so far has had more than half a million unique users.

Role: Illustration, animation and game design

Agency: Aardman

Client: CBBC

Working with the BBC and Reflective Films, I created many background designs and character outfits for a series of short German films to help school pupils learn the language.

Over 10 trailer films were produced, ranging from westerns to outer space. 

Agency: Reflective Films

Client: BBC Bitesize

Role: Illustration 

Working with Harper Collins for Sanrio, I helped create pages for Hello Kitty's My First Dictionary.

'My First Hello Kitty Dictionary is packed full of fun and useful everyday words, to help with reading, writing and spelling. Look up and learn over 2,000 new words, with clear and simple explanations.'

I used existing assets from the Hello Kitty's vast vector library to create new scenes and scenarios to help the young readers understand the words.

Role: Artworker, Illustrator.

Agency: Harper Collins Publishing