Rose Lewis

UI/UX Design

Product Strategy

Web Accessibility

Information Architecture

Design Systems

UX Strategy

High Fidelity Prototype

Usability Testing

Rapid Prototyping

Wireframing

UX research

User Research

Mobile Design

UX Copywriting

Websites

Client Management

Prototyping

User Flows

User-Centered Design

User Interface Design

Available for hire fromNegotiable

Contracts

With over 20 years of experience in digital design, I focus on usability and accessibility to create intuitive solutions for complex products.

The key to product design lies in finding the sweet spot between business needs, technical effort, and user experience. My business degree and marketing background, combined with my technical understanding, and more than 20 years of crafting user experiences, give me a unique perspective that allows me to identify solutions that are feasible, viable, and desirable. My core strength lies in my ability to solve complex UX problems in an elegant way. I firmly believe that usability and accessibility should be at the heart of digital design, and I have particularly honed my skills in these areas, applying best practices as standard and conducting research and testing where needed to improve the experience. I designed and built my first website around the turn of the millennium. From there, my skills developed across a range of environments, working both in-house and for agencies. I’ve found a natural affinity for working with start-ups, having spent five years at a two-sided marketplace with over two million members and contributing to a 0-1 housing product as a freelancer. I have a great deal of experience in the finance and pet care sectors, with a particular interest in educational platforms—especially snackable education.

Projects

Translating a complex process into a clear, task-oriented and accessible UI

As this project is currently under NDA, there are few details that I can share. I joined the non-profit as the first and only designer, working closely with the business and engineering teams. Currently on hiatus, we hope to resume development soon.See More

Refocussing site architecture around user needs in order to encourage enquiries

Note: I am not currently able to disclose the client name as this work is still in development. The challenge: Financial services specialist agency Teamspirit was approached by a wealth management company with a brief to refresh their brand and update their website. While the brand work was carried out by another team within Teamspirit, I took the lead on the UX of the new website. The company faced a number of issues, not least of which was that they were sharing a domain with the global company website, which resulted in a complex site structure. This was compounded by the restrictions in the CMS set up of the UK site, which forced them into an illogical page hierarchy. These issues made the site confusing for both humans and bots to navigate, resulting in a poor user experience and a lot of barriers for the SEO team. In addition, the site didn't adapt well to mobile screens and the tone was cold, with confusing and inconsistent language that felt like it was there to baffle rather than educate. Combined with frequent, pushy calls to action, this was turning visitors off from the brand. Our task was to rectify these issues, with a complete rebuild in a new CMS, while focussing on the key KPI of lead generation. Please see the case study on my website to see how I tackled this: https://www.roselewis.me/work/architecture-for-leadsSee More

Educating users on a unique proposition through sign-up and profile creation

The challenge BorrowMyDoggy offers a unique service: instead of dog owners paying for traditional dog care, they connect with local dog lovers who don't have their own dog. They then build a mutually beneficial relationship where "borrowers" get to spend time with a dog, and "owners" receive help with their dog care for free. BorrowMyDoggy supports and insures this relationship in exchange for a subscription fee. When I joined BorrowMyDoggy, the existing sign-up process was clearly a significant problem. It had numerous bugs and UX issues and failed to educate users about the nature of the service. This led to several key areas of concern: Many users completed sign-up thinking it was a standard, paid dog-sitting service Many users switched their profile type multiple times during the process due to confusion Profiles created were of poor quality, creating a negative impression of the product A lot of under 18s signed up and subscribed, only to be told that they could not pass the safety checks and so could not use the service It was common for borrowers to ask for payment, which was not allowed, and took a great deal of effort from the customer service team to police To see how I tackled all of these issues, please see the case study on my website: https://www.roselewis.me/work/onboarding-flowSee More

Improving engagement and brand cohesiveness through reimagining a mobile app

The challenge During my first year of working at BorrowMyDoggy we frequently encountered issues stemming from our outdated mobile app. The app not only employed a previous brand identity but development of it had been halted for some time, mainly due to its reliance on Ruby Motion, a technology that had fallen out of favour, making it challenging to find available developers. As a result, the app fell behind the website and blocked new feature development on the website. Despite these challenges, the app had regular users. We needed a plan to replace it in a strategic and iterative way, without causing excessive disruption to our existing users. To see how I tackled these issues please read the case study on my website: https://www.roselewis.me/work/p2p-appSee More

Improving employee benefits broker meetings, with a non-linear journey through marketing content.

The challenge MetLife is among the largest global providers of insurance, annuities and employee benefit programmes, with 90 million customers in over 60 countries. The UK division of their employee benefits team approached financial services specialist agency, Teamspirit, for assistance with their broker communication strategy. As Senior UX Strategist at Teamspirit I was called upon to lead the design process. The existing process relied on MetLife's sales representatives carrying 80 different paper brochures around to meetings across the country, an approach which was not only viewed as out-dated, but also had significant cost and logistical implications with regards to keeping the information within them up to date. The sales reps were also able to edit the digital presentations that they used as they wished, which often caused inconsistencies in the brand message and concern for the marketing team. MetLife wanted to completely rethink this process, using digital methods to improve efficiency, reduce wastage and elevate the experience for the sales reps, the brokers they were pitching to and the marketing team. To see how I tackled these issues please read the case study on my website: https://www.roselewis.me/work/eb-sales-toolSee More

Educating young, unengaged staff on the importance of paying into their pension as early as possible

The challenge As the parent company of hardware stores such as B&Q and Screwfix, Kingfisher faced a problem; engaging their 18-25 year old employees with their retirement planning. With a new government policy of auto-enrolment in pension schemes looming, Kingfisher were keen to reduce opt-outs to a minimum. They engaged financial services specialist agency Teamspirit, where I was working at the time. Our research showed that the target employees were digital natives and a high proportion were keen casual gamers and so we felt that the best solution was an educational game for iPhone and Android. Our intention was to entertain, but have an underlying message to the game play as well as providing additional information and resources. To see how I responded to this challenge please read the case study on my website: https://www.roselewis.me/work/pension-gameSee More

Work History

Freelance Product/Growth/UX/UI Designer

Freelance (Self employed)As a freelancer I have worked on a variety of projects for small and large companies, including: - Designing for a disruptive property start-up, from creating the brand to high fidelity designs of the product and hand over to developers. - Architecting, researching and designing the UX of a new website for a wealth management company, with a focus on lead generation and education.

Staff Product Designer

BorrowMyDoggyDec 2018 - Sep 2023 • 4 yrs 10 mosAs the sole designer in the company, I owned the entire design process from inception to launch approval, working closely with the lead developer. Additionally, I took on product management and technical specification writing responsibilities. -> Increased subscription rates by 26% through iterative redesign of the payment page. -> Upgraded the sign-up flow to a modular, step-based process, allowing for the identification and targeting of pain points to increase sign-up completion rates (11%). -> Designed and specified a new iPhone/Android application in React Native, starting with an MVP and working iteratively toward feature completion. -> Established libraries of reusable components to ensure uniformity and efficiency across the product. -> Conducted research, collected data, and extracted insights from various sources to inform roadmap management and design decisions. -> Maintained team focus by managing the roadmap, backlog, and strategy sessions. -> Improved communication and knowledge-sharing throughout the company by creating documentation and leading communication with stakeholders at all levels. -> Increased efficiency in product development through detailed technical specifications, facilitated by an in-depth understanding of the product's architecture, tech stack, and data model.

Senior UX Strategist

TeamspiritMay 2014 - Dec 2018 • 4 yrs 8 mosIn my time at Teamspirit I worked on a variety of financial brands, where I was responsible for concepting, researching, designing (architecture, UX and UI), testing, and supporting the development of new digital solutions. Some highlights include: -> A cross-platform app to facilitate collaborative, non-linear discussion for MetLife brokers -> A robo-advice pension planning tool serving users without financial knowledge or an advisor -> Mortgage websites to help users to find and understand Cambridge Building Society’s products -> A game to engage Kingfisher staff with their pension options

Senior Digital Visual Designer, Accenture Creative Consultancy

AccentureJul 2013 - May 2014 • 11 mosI designed UI in close collaboration with the UX team. As Senior Designer I had additional responsibilities including mentoring, creative direction, scheduling, pitching, scoping and quoting.

Multi-Media Designer

AmplefutureMay 2007 - Jul 2013 • 6 yrs 3 mosI designed websites, mobile and tablet applications (including pre-iPhone mobile apps), print adverts, emails, sales presentations and TV for both internal projects and clients such as UEFA.

Web Designer / Developer

Iguana DesignsMay 2002 - May 2007 • 5 yrs 1 moIn order to change my career direction I became self-employed, working for clients from motorbike racers to slimming supplements, designing and developing websites.

Project Manager

Baker GoodchildNov 1998 - May 2002 • 3 yrs 7 mosCreated new processes to enhance communication and efficiency, resulting in work progressing according to schedule and meeting specifications.

Education

Aston University

Bachelor of Science (B.Sc.), International Business and Modern Languages1994 - 1998

Jack Hunt School Peterborough

1987 - 1994

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