UX/UI Designer
Hi, I’m Josh, a Senior UX/UI designer, with 9 years of experience working within dynamic studios on high-profile projects.
I’ve delivered user focussed, creative solutions for world leading organisations, including the Lloyds Bank, Bank of Scotland, Halifax, BBC, Dogs Trust, CEPI, Historic Royal Palaces, RAC, Barclays, Monzo, Mercedes, GAVI and many more. Notable work includes leading the re-brand of Lloyds Banking Group’s business websites used by millions of people in the UK. Designing the MyRAC app, now used by over 2 million people and leading website rebrands for both CEPI and Dogs Trust amongst others which have seen hundreds of thousands of new users and helped even more.
I am skilled in UX research, UI design, creating / maintaining design systems, public speaking and rebranding. My diverse experience has refined my skills as a user-focused and innovative designer.
Websites
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Design Systems
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Branding
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Apps
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Websites • Design Systems • Branding • Apps •
Lloyds Bank
As Senior UX/UI Designer for Lloyds Banking Group's Business Banking public website, I led the full rebrand and owned end-to-end UX and visual design as the single point of accountability, redesigning every pattern and key journey to deliver measurable uplifts in organic traffic, engagement, conversion and exit-rate reduction.
Project
Re-brand
Platform design ownership
Client
Lloyds Bank
Year
2025-Current
Lloyds Banking Group's Business Banking team needed its public website to do more than look the part, it had to perform.
The brief: elevate the end-to-end experience across every key journey, sharpen organic visibility, and build a mobile-first foundation robust enough to scale across the wider group, ultimately delivering a best-in-class product for the UK's business customers.
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As Senior UX/UI Designer, I held single-point accountability for experience quality and consistency across the Business Banking public website, from design strategy and component architecture through to the finished journeys customers use every day. I set the direction, and acted as the connective tissue between brand, content, development and senior stakeholders, making sure every decision held up against both commercial goals and real customer needs.
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I redesigned the full set of design patterns and key journeys end-to-end, balancing brand consistency with the flexibility each journey needed to convert, delivering measurable uplifts in organic traffic, engagement and conversion, and reducing exit rates across multiple high-value journeys. That spanned high-impact SEO redesigns across core product pages, the design delivery of two multi-million-pound incentive campaigns, and the introduction of Lottie animation to LBG, designing new components alongside Digital Frameworks and managing third-party delivery end-to-end. I also established and led a group-wide design forum, driving the rollout of new components and white-label changes across every LBG public web brand.
I'm proud to have shaped the Business Banking experience at Lloyds Banking Group, being the design and UX owner of one of the UK's most recognised business websites.
Dogs trust
The Dogs Trust website re-brand was a huge undertaking for one of the biggest charitable and recognisable organisations in the country.
I was tasked with being the lead UX/UI designer on the project and build on the work already created by our amazing team of designers and developers.
Client
Dogs Trust
Year
2022-2024
Project
Re-design
& re-platform
Awards
BIMA 2024
The team at Dogs Trust briefed us with a clear vision for their new website; to design and develop the very best user experience for all visitors and make it as frictionless as possible to support their cause – and to ultimately deliver a best in class product.
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Ensuring everything we did was user centred, our personas grounded the entire discovery which included stakeholder interviews, user research and data analysis which allowed us to determine the functional and non-functional requirements.
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We used a consistent approach throughout the design process, mobile first. Making sure we delivered a fantastic experience across all devices given Dogs Trust’s wide range of users was critical. We used industry leading tools and a new Dogs Trust Design System to deliver outstanding creative.
I’m proud to have been working with Dogs Trust for over 3 years and to have helped maintain and support their website, along with optimising with new design features as their business grows and evolves.
cepi
CEPI had expanded rapidly over the past 5 years since its inception in 2017.
The organisational needs had also grown, pushing its existing platforms to their limits in terms of their functionality and set-up. CEPI therefore sought to future-proof its web presence and create a new, improved, and visually stunning version of its website.
It was my job as lead designer to optimise the user journey and user experience – consolidate and optimise content from its existing websites.
Client
CEPI
Year
2023-2024
Project
Re-design
& re-platform
Using the 5 Ds project framework (Discover, Define, Design, Develop and Deliver).
We first conducted a range of activities to understand, in detail, the specific needs of the users; what they wanted from the site, what they’re looking for and how they engaged with content.
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We did this through UX site audits, IA creation, tree jacking, card sorting and other UX methodologies. We then completed a review of existing site data and I facilitated in-depth stakeholder interviews & workshops, across a diverse and international stakeholder landscape.
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User testing took place over a couple of rounds, with varying fidelity levels of wireframe designs. These testing sessions took place remotely with users all across the globe. I facilitated these sessions and gained valuable insights into how to best move into the design phase of the project.
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Using UI best practice we took to creating the CEPI Design System, creating a responsive and dynamic component library so the team at CEPI could tailor the website to their diverse needs. I created the UI closely alongside our technical team to deliver a visually outstanding and technically robust website.
A single site filled with moments of joy that showcases CEPI’s strong, visual brand, whilst creating a seamless user experience for all visitors.
Elegantly illustrating CEPI’s impressive impact of their important work towards enabling equitable access to life - saving vaccines and creating a future in which epidemics and pandemics are no longer a threat to humanity.
“The Aer team have really gone above and beyond – and this is not lost on me. So thank you. We’ve created something very special together and — most importantly — you’ve created a critically useful resource for the world.”
Global
design system
Through working with our team at Aer Studios I recognised a gap in our creative product, a fully realised Global Design System.
This is being created in partnership with a team of developers to allow the figma prototypes to accurately mimic how a design system would be built online and in a CMS. This project is massive in scope and required an in-depth understanding of UX requirements in modern website design, allowing us to create components and processes within projects far more efficient.
Project
Research & design
Client
Aer Studios
Year
2023-2024
Creating a standardised Global Design System has created so many different avenues for success within the Aer Studios team, these include:
Consistency across projects, efficiency and speed, scalability, collaboration, quality control, user-centered design, brand cohesion, inspiration and innovation, cost-effectiveness, adaptability.
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Using the best practice framework as set out by Brad Frost in the book ‘Atomic Design’ I created a series of Atoms (foundations), Molecules (Buttons / input fields etc), Organisms (Components) and Templates (Combinations of components).
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Using Figma’s variable and style functionality I was able to build a complex design system that directly links into a digital counterpart set up by our development team. Through rounds of reviews from our design team these component and variable driven design files provide a fantastic starting point for our design team across almost every project.
My RAC
The MyRAC app was a huge project for the RAC and myself as one of the lead designer at launch as the company shifted to a digital focus. My brief was to design the UI elements of the app journey, whilst working closely with other UX researchers and a development team.
The app is now at more than 2 million users and has continued to be iterated on by the fantastic team at the RAC.
Client
RAC
Year
2020-2021
Project
Creation & Launch
Achievements
2 million downloads
This project was a great opportunity to use my skills to solve incredibly unique and specialised user issues.
This project required a high level of stakeholder management, inter-team communication, user research and UI best practice. All whilst trying to create best-in-class design for an app of this scale. The budget surpassed £1 million and I worked hard to best utilise that budget to deliver an outstanding product for the team and end users.
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We utilised user testing by curating users externally to test our fidelity wireframes in-person. This gave us a wealth of insight and actionable feedback. Between myself and the research team we were able to craft improved user stories and interfaces to best serve our customers.
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I used the wealth of knowledge within our team to help me develop the UI of this app. Through stakeholder feedback sessions, paired design and team critiques I crafted the UI. This was a pivotal part of the project and I used my keen attention to detail to deliver some truly user-centred UI design. The tools I used included Adobe XD and the rest of the Adobe suite.
Let it grow
In 2023 I lead a project as part of Aer Studios to create a bespoke tower defence game for the BBC campaign ‘Let it Grow’. This game was part of a wider initiative to get children more interested in sustainability and re-wilding.
The game itself was a huge success and was featured on live TV ahead of its launch in March 2023.
Project
Ideation & Creation
Clients
BBC & Blue Peter
Year
2023
We collaborated closely with the BBC Games team as well as the Natural History team to craft a game that encourages players to cultivate an ideal environment for diverse wildlife across three habitats and six levels.
By planting an assortment of plants and flowers, players can attract varied species to the habitat, enhance their satisfaction levels, and keep them coming back.
I take immense pride in this game, and am absolutely thrilled to contribute to a project that stimulates the next generation to consider their influence on people and our planet.
clients
