— PROJECT NAME
London South Bank University
Clearing
— ROLE
Lead UI Designer
Context
The Scottish Government required a digital campaign landing page to help residents access information and services more intuitively. The aim was to create a personalised experience that simplified navigation across a wide range of government resources.
Role
I acted as Lead Designer, collaborating with stakeholders, the project manager, and the client directly throughout the process.
Challenges
- Managing input from a large and diverse group of stakeholders.
- Ambiguity around the actual product requirements at the start of the project.
- Ensuring design collaboration with the client was effective while still maintaining a clear design direction.
— PROCESS & SOLUTION
Process
- Facilitated workshops to align stakeholders on goals and priorities.
- Iterated rapidly on wireframes and prototypes to clarify requirements and visualise possible solutions.
- Established a collaborative workflow with the client to ensure feedback loops were constructive and decisions were made efficiently.
Solution
- Designed a clean, accessible landing page with both generic and conversational search options to support different user needs.
- Introduced modular content blocks for benefits, services, and news, allowing flexibility for future updates.
- Balanced clarity with visual appeal, ensuring government information felt approachable and user-friendly.
— OUTCOME & REFLECTION
Outcome
- Delivered a scalable design concept that addressed stakeholder concerns while keeping user needs at the core.
- Created a framework for a more engaging, personalised way to access Scottish Government information.
- Provided a flexible design system that can adapt to evolving requirements.
Reflection
This project showcased my ability to navigate complex stakeholder environments, lead design direction in the face of uncertainty, and produce a solution that balances policy, technology, and user-centred design.
