Head of Creative & UX 2018-2023
• Established brand look and feel, app and web UX flows and the UI system
• Created illustration & animation systems for product and marketing
• Hired and managed team of two designers
• Qualitative user research and quantitative data for making decisions
• Designed, tested, launched, continuously iterated apps & online presence
• Led team in designing marketing materials, social content and adverts
• Managed lean kanban board, ran hackathons, nurtured development
• 4.5+ rating on Play & App Stores, with 100k+ downloads (when I left in 2023)
• Created illustration & animation systems for product and marketing
• Hired and managed team of two designers
• Qualitative user research and quantitative data for making decisions
• Designed, tested, launched, continuously iterated apps & online presence
• Led team in designing marketing materials, social content and adverts
• Managed lean kanban board, ran hackathons, nurtured development
• 4.5+ rating on Play & App Stores, with 100k+ downloads (when I left in 2023)
High performance onboarding
Led & worked alongside my team to:
• Research high conversion onboards and relevant behavioural psychology
• Iterate on designs using quantitative and qualitative studies
• Use A/B testing against old onboard
• 125% increase in free trial starts
• Research high conversion onboards and relevant behavioural psychology
• Iterate on designs using quantitative and qualitative studies
• Use A/B testing against old onboard
• 125% increase in free trial starts
Deliver value straight away
Led & worked alongside my team to:
• Redesign Home to be highly customisable breathing tool
• Merge features our users loved in our studies: previously separate breathing tool and just-for-delight animations
• Create research driven breathing patterns with our IP visuals
• Dashboard to control breath, theme, messages, sounds
• Redesign Home to be highly customisable breathing tool
• Merge features our users loved in our studies: previously separate breathing tool and just-for-delight animations
• Create research driven breathing patterns with our IP visuals
• Dashboard to control breath, theme, messages, sounds
Main 'Calm Me' flow
Led & worked alongside my team to:
• Create a "How I feel right now" mood input slider system that was clinically proven to work
• Design an intelligent exercise recommender with pre and post intervention mood tracking
• Add tens of original exercises and pieces of content with content written by clinical experts and featuring large in-house illustration sets that I art directed and co-worked on with team
• Create a "How I feel right now" mood input slider system that was clinically proven to work
• Design an intelligent exercise recommender with pre and post intervention mood tracking
• Add tens of original exercises and pieces of content with content written by clinical experts and featuring large in-house illustration sets that I art directed and co-worked on with team
Secondary pages
• Robust UI design system
• Explore page to browse content
• Insights page for analytics and activity history
• Profile page for settings and account management
• Oversaw the creation of hundreds of in-house assets
• Explore page to browse content
• Insights page for analytics and activity history
• Profile page for settings and account management
• Oversaw the creation of hundreds of in-house assets
Please note that work shown here might not represent the currently live app - it reflects the app as it was when I left the company in July 2023.