Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Paway
UX Design App Project
Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Hi, I'm a User Experience and Research Lead
I help businesses develop and grow revenue by understanding people through research and strategy.
15
Years in UX & Strategy,
across enterprise, startups, and government sectors.
Users impacted
6.5M+
through national-scale products where I played a key role in research, strategy, and implementation, ensuring user needs align with business goals.
50+
Design projects conducted
Bridging user insights with business strategy to drive growth.
£90M+
Revenue influenced
helping businesses make data-driven, user-focused decisions.
Case Studies
The stories behind my work, users, and business development that drive my UX research insights.
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Improved NHS workflows, identifying inefficiencies that reduced manual workload.
Conducted UX research for NHS Scotland, improving appointment workflows, accessibility, and patient communication to enhance digital adoption and reduce administrative burden.
✅ Identified inefficiencies in manual letter processing, estimating cost savings of over £1B in postage.
✅ Uncovered 500-600 daily calls caused by lack of real-time updates that the product will solve.
Powering Progress: Identified key user barriers, boosting website engagement by 20%.
Conducted a UX audit for RES, uncovering critical usability barriers and improving digital accessibility, leading to higher engagement, reduced friction, and a more efficient user experience.
✅ 30% reduction in user friction, streamlining navigation and task completion.
✅ Improved accessibility compliance, ensuring an inclusive experience for all users.
Led UX research for Scotland’s Digital Mailbox MVP, bringing it to a Pre-commercial phase.
Designed a digital mailbox MVP for the Scottish Government, improving accessibility, transparency, and efficiency through strategic UX research and usability testing.
✅ Improved MVP design by addressing digital literacy and usability gaps.
✅ Helped bringing the MVP into Pre-commercial Phase.
✅ Proposed strategic UX recommendations to scale public service adoption.
Transforming UX into Business Growth: 25% Lead Conversion Increase at RFI Global
Redesigned RFI Global’s digital experience, reducing bounce rates by 15% and boosting lead generation by refining UX strategy, accessibility, and user-driven insights.
✅ 200+ accessibility issues resolved, expanding audience reach and compliance
✅ 20% increase in time spent on key pages, driving deeper user engagement in a brand new website.
Design Philosophy
My core values as a research leader
People Over Interfaces
Strong collaboration, empathy, and trust shape better products than UI alone. Understanding users and teams leads to more meaningful, impactful experiences.
Impact Over Deliverables
Wireframes, research, and roadmaps are only valuable if they drive real outcomes—for users, businesses, and stakeholders. Every decision should create measurable change.
Align on Vision First
A shared vision ensures clarity, direction, and purpose. When teams rally around a goal, they move faster, solve smarter, and build with intent.
Empower, Don’t Control
Teams thrive when they have autonomy, trust, and context. Instead of micromanaging, enable them with insights and strategy to make informed decisions.
Great work starts with respect, inclusivity, and support.
Design Community
Giving back to the design community
PD Ladies London
PD Ladies London is a community empowering women in product and UX. As a mentor, I guide and support women in tech, sharing expertise to foster growth, confidence, and leadership in the industry. Founded by Miranda Seidl, the group now counts with 500+ women in Product Design and UX Research.
