Pow!Pow! DC




For ten days every year, a curated group of artists from around the globe travel to Washington, DC to paint larger-than-life murals at our annual celebration of art and creativity, the international mural festival called POW! WOW! DC.

I was commissioned by the festival director Kelly Towles to design marketing material for the festival. Using the existing logo as a start, I was inspired by the drops and bubbles often associated with live painting. i developed this concepts in a camouflage texture and used in the creation of t-shirts, bags, badges and flyers. I also redesigned the festival website, providing clear direction about the festival and where people could find the walls.



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Pow!Pow! DC


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Crosslead is a strategic planning platform that allows teams  and individuals to perform better.

I worked with the Crosslead to redesign their marketing website.  I talked to key stakeholders to understand their business goals and worked with the Head of Sales to identify clear consistent communication. I created wireframes, prototypes and visual design which were tested with users and the Crosslead team. Once the designs were approved I used the companys existing CMS to build website.


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The Reputation Lab

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The Reputation Lab is a Washington DC based consulting agency that helps hotels and restaurants to respond to guest reviews on platforms like Tripadvisor. The company needed to streamline their content  and redesign their website to develop an identity. I conducted user testing and competitor analysis to define user needs and to research the guest review market. The new responsive website focuses on the companies service and features case studies and samples of guest review responses. Marketing material was created featuring a newly designed  logo which was designed inspired by the periodic table and the classic 5 stars which both customers and clients strive for within the hospitality.

Skills: Competitor Review, User Interviews, Journey Mapping User testing, SEO, Wireframing, Prototypes, Visual Design,  Logo Design, Graphic Design


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The Reputation Lab

Know Your Crew

Know Your Crew Website Redesign

Know Your Crew is a mobile platform that fosters connectivity in groups. Their enterprise tool, Know Your Crew Pro, uses gamification, research-based content and data analytics to measure and improve team performance. 
The brief was to redesign this responsive website and improve the experience and usability of the website to improve engagement and drive inquiries.
I did user research and competitor analysis to establish the key pain points when users listed the website. Users general felt there was too much content with no clear idea what the outcomes of using the product would benefit their business.
Based on this research I also simplified navigation and rewrote the website copy to hone in on the key aspects of the game in order for it to work better as a mobile website. I leveraged the use of animal thumbnails found within the game to tell a visual story about the key components of the game. I designed the animal illustrations to project the idea of teamwork. 
The result was is a more fun, simpler experience which pulls together the gamified elements of the game, and the researched based components that make the product a success. 
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Know Your Crew




VPAR introduced a feed feature which allowed golfers to see their activity and the activity of their friend. The feed includes news updates, challenges and results from rounds played. The previous design for completed games showed results for Strokeplay and Stableford games but not for Matchplay formats. In order to expand this feature they wanted to provide a solution that considered different golf formats and what can we show. 

The original display of a game result within the feed

We started by looking at what the current game formats are displayed as results in the feed. The main format displayed on the feed was Strokeplay, one of the aims of the project was to establish a way to display a variety of scoring formats whilst retaining a consistent overall design. The design also needed to introduce a way to show matchplay formats and Stableford formats.

Talking to users
During the initial research phase I interviewed our cohort of user about what were the important aspects for users engaging with the feed. Users told us that they wanted a quick way to see how each person performed within their individual tee time. In the event that they had side bets on a round.
Some users told me that they would be more interested in seeing the scores of other players who were in another tee time. Depending on the type of format being played and the golfers handicap. Some statistics were more important than others to be shown in the feed. For example users who play in tournaments, seeing the scores from their own tee time was less important than seeing the performance of other players in the competition.

Comparing features

To get a more complete overview of the Feed section I did a comparative analysis of other social golf apps created. I created a spreadsheet and compared features to see where VPAR had leverage over our competitors and also where there were potential opportunities for the app.

What we learned

What I found from my research was that whilst all the apps displayed results from round in their feed, many also favoured social media style updates which included photographs and the ability to upload their own photos. This tended to make them look and feel more like Instagram or Facebook. Some users in the older demographic felt these sorts of features were less important. we decided to focus on the needs of the golfer, specifically their desire to see round results displayed in a clear and consistent manner.

Concept 1

We wanted to explore  placing game scores and stats on the card. We made the image course image larger and laid the designs over the image. We wanted to make the information on the page more conversational rather than only displaying scores. From a technical point of view the the display of statistics may look inconsistent of the user doesn’t enter all the statistics as they play.

Users liked the use of a larger image and the new layout but some felt that there was too much information on the screen and that it may be too much information to read on the screen.

Design Concept 2
We re-rearrange the layout of the the score and statistics, placing the statistics in a fixed position at the bottom. 
Whilst the user liked this design more, they still found some information difficult to read. There was also issues user had in terms of understanding quickly who had won a round. Users told us that they wanted to decipher their standing more quickly, and in a more traditional way.
Design Concept 3
We decided to go back to the original design and how score were displayed for strokeplay and stableford games. For matchplay games we used simplified what we had learned from the visuals from larger competitions. Whist the designs for strokeplay/stableford and matchplay games 
What users told us
Users liked this layout a lot, but were concerned that for matchplay rounds, the design was not bold enough. The arrow that indicated the winner and the score was a little too small. We felt that we were onto something with this new design so designs were passed on to a visual design for more refinement

Scoring for tournaments

For our research we looked at how the professional competitions like the PGA tour and the US open showed their results. We also looked at our own live scoring feature to see what we could learn from the VPAR Live Leaderboard.  Our challenge was how to simplify the display of  matchplay games within the feed. We needed to display individuals or teams as ‘Player 1 beat Player, then the outcome. By looking at these designs we simplified the layout in wireframes. Our next direction was less conversational and much clearer.

Design Concept 4
Once we were happy with the initial wireframes. A visual designer  created a more distinctive layout using colours and arrows which made it much clearer to the user what the final score was. This layout was also used on the round details page which showed the full scorecard and leaderboard. The visual designs were passed on to an an Android developer.

The final build

The final design is a cleaner more flexible layout which allows the consistent display of multiple game formats for Strokeplay, Matchplay and Stableford for  individuals, teams and tournaments. The introduction of a larger course image gives the feel of a social feed, whilst still focussing on the game of golf. Feedback from users has been positive making the feed feature more social more dynamic.

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VPAR Golf: Courses




VPAR is live-scoring service that allows golfers to track their performance over multiple golf outings and game formats. It allows golfers to connect, compete and share their activities with other players. The app is available for iOS, WatchOS and Android. Unlike the iOS version of the app, the Android version of the VPAR app did not have a Courses section. The brief was to create new Courses section that allowed users to discover golf clubs in order to  before they book or play rounds. 

Skills: Stakeholder Interviews,  Interface Design, Usability Testing, Comparative Analysis, Heuristic Analysic, Wireframing, Rapid Prototyping, Visual Design


In the research phase I interviewed stakeholders and did usability testing of the existing of the Courses section of the iOS app.I conducted competitor analysis and heuristic analysis of the current iOS app. User testing and interviews with golfers was key factor in identifying users goals and needs. 

Much of the design effort was to look to improve functionality based on features that exist on iOS and redesign them for Android.

Old Courses Pages


We kicked off the project by examining the existing iOS app and talking to users about their experience discovering golf courses and what they look for when search for a course to play. The were many areas of the existing iOS experience that we felt we could improve for the user. These were around navigating course scorecards, ratings and reviews. At the same time VPAR wanted to introduce a new feature for booking tee times which would work alongside the courses screen as a web view.


Lo-fi Wireframes 1

Mid-Fi Wireframes 2

After talking with users the product team decided we would focus on key areas for exploration course and contact information, displaying scorecards and leaderboards and, searching courses, ratings and reviews. Initial wireframes looked at the main areas of the course screens and just how much information we needed to display. Based on user feedback we created a wireframe which had everything users told us they wanted. We then went through many round rationalizing and prioritizing content. Ratings and reviews was significantly reduced following this review.

After testing the designs with users we used the MOSCOW (what this new feature the Must have, Should have, Could have, Won’t have). Some users told us they played golf because they liked being outdoors and enjoying the scenery. Introducing large photographs of golf courses was one way we explored breaking up the heavy text based design of the iOS app.

Design the scorecard

The design of the scorecard was an important area of focus courses  Golfers always want to know the difficulty level of difficulty of the course they want to play. Users for the scorecard screens clutters and confusing. They felt that the scorecard summary was “quite bland” with no colours to distinguish tees. In order to make these screen clearer, we made changes to the designs and attempted reduce the number of taps for users to get to the scorecard. For the scorecard screen, the felt that having to scroll across to see the rest of the scorecard  (makes it difficult to compare)

The course details screen had summary of all courses to give users a snapshot for the courses. Our for scorecards re-introduced existing design featured on iOS and introduced cards that users can swipe action. The feedback from users about this interaction was positive.

Our next iteration focussed on getting users to the scorecard quickly and making the navigation simpler for users. This iteration took ways the summary of course distances and created a tab for scorecards from a list view. For the scorecards we introduced a ribbon style navigation which signposted each scorecard, and allowed users to swipe between each scorecard.

The final visual designs for the courses leveraged the existing features of courses and simplified the designs. The introduction of large images to the main courses screen gave a more personalized view of each club. Sure are now able to search, play or book a course through the app.

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VPAR Golf: Courses


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VPAR is is live-scoring service track their performance over multiple golf outings and formats and share their activities with other players. The app is available for iOS, WatchOS and Android. 


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The company wanted to grow user engagement and give users meaningful feedback when they used the app. When we interviewed users they told us that the played golf to compete, connect with other golfers, to be challenged and to improve their game. We also did heuristic analysis to discover where our product would sit compared to our competition.



Using a process of card sorting and sketching the information architecture was mapped out. From talking to users, we identified the new Acheivements would need to be seen within a users profile page, from the Feed section, and as an alert when a user completed their round. Our initial MVP would focus on two key criteria; points score user scored during their round (for example, number of birdies or pars) and location – for example how many times they had played at a particular club. 

With this framework in place I developed a set of wireframes which were tested with users and iterated upon. The Product team as a whole came up with names for each achievement which reflected the brands tone of voice.



I developed a concept for the design of each badge with shapes, colours and strokes used to demonstrate identity (and complexity) of each achievement. These concept was then refined by a Visual Designer and user tested with users.  The overall style of the design was inspired by colours and iconography from the world of golf, but also leveraged a tone which was distinctly part of the style and tone of the brand.


The new Achievements section is distinctive solution that allows the user to strive for a particular goal regardless of their ability, it challenges and rewards them when they use the app.Users can now compete and compare there Achievements as soon as they have completed their round. The social elements of the Feed allows users to easily see the activities of the friends and gives them a competitive goal to strive for,

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VPAR is live-scoring service that gives amateur golfers the ability to check their standings on a live leaderboard on the course, in clubhouses, and online.It allows golfers to track their performance over multiple golf outings and formats and share their activities with other players. The app is available for iOS, WatchOS and Android across 22 countries.
My primary role was to develop and refine features across the app. As a user experience designer work was integral in the development of the new Android version of the app. I used research to discover and define user needs and goals. Through a process of iterative design and user testing, I sketched and produced wireframes and prototypes which would then be built by our engineers.
I delivered updated features to the iOS version of the VPAR app, defined the information architecture all areas of the Android app. 

I employed wide range of UX and design processes including,  card sorting,  creating user flows and user journeys, heuristic analysis, information architecture, customer feedback, participatory design and prototyping.  To date the VPAR Android app is rated #15 in sports app in the US.

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Splash App




Wordeo is an expressive messaging app, which creates content based on keywords typed into a message, The platform is currently available within Facebook messenger as well as a standalone application.

Skills used: Stakeholder Management, Facilitating Workshop, User Research,  Sketching/wireframing, Problem Solving, Interactive Prototyping Interaction Design, Visual Design.


The Process

The project was led by the CEO of Wordeo. I facilitated a kick-off workshop, and worked with, the head of marketing and the developers to explore the current messaging market and assessing business goals for Wordeo. I then went through the process of defining needs and goals for the new product.

Some key features which came out of our initial research, explored the need to quickly discover up-to the-minute celebrity content and simply customise with text or stickies.

I created drawings, wireframes and user flows which showed the path of a typical user. I prioritised key features, rapidly prototyping in Balsamic and creating a visual design and interactive prototype in Marvel.

Outcomes and next steps

The creation of an interactive prototype which allows users to browse or search for premium content. When a user is in the midst of a conversation the can customise and send an image via Facebook messenger.

This is the initial vision stage of the process. The next steps for the project are to user test and refine the content customisation process and explore how video would be introduced. There are also some much more dynamic and ways to introduce content suggestions with messaging.

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Splash App





Kickstarter is a crowdfunding platform that allows people to fund projects posted to their site. To date backers have pledged over $1.5 billion and funded over 80,000 projects, including the Occulus VR virtual reality system, the pebble watch and the Coolest Cooler.





Currently people can back projects by pledging a certain amount of money, usually in exchange for a reward. Projects are only funded if they reach their funding goal. They want to expand the types of projects to include ones that require recurring payments. 


Competitor Analysis

We looked at some popular crowdfunding websites, comparing key features and establishing what their business models were. We compared Just Giving, Pozible, Subbable and Indiegogo to see how they worked and if they used subscriptions model or recurring payments.

From our research we found that users would normally have a fixed pledge amount or they could input their own monthly subscription amount in return for their reward. This was usually completed within a few clicks and a sign-up process. Subbable and Pozible restrict their creators to 30 days and take money up front.

Feature Analysis

There was always a very clear a large input field to make your pledge. All the sites had a similar set-up for login/sign-up, entering a pledge and the payment process. The challenge for Kickstarter was their business model doesn’t take money from backers unless the project meets it’s funding goals, so a subscription model would be challenging to implement.



User flow and user journeys

Creating a user flow and user journey allowed us to establish where in the process we could offer the option for recurring payments and what the challenges might be.


We created a survey which we placed on social media and crowdfunding forums. We wanted to find out what people’s spending habits were, and if they had created, backed a a project on Kickstarter. When asked, 32% of respondents said they like to spread their payments. Whilst 26% would prefer one-time payments.

User Interviews

Our survey was quite evenly split between Men (54%) and women 46% (women). 88% of respondents said they had visited Kickstarter in the last year with 50% of them earning between £25 and £60k

Creating Personas

With the data from our survey and interviews we created four personas based on the type of person who would use recurring payments on Kickstarter. Personas were split between backers  and creators. 


Feature Prioritisation

We prioritised the features we would need and also decided on what our minimum viable product would be for the first phase of the project. They included making payment options clear, showing the  length of payments. For both creators and backers on Kickstarter allowing a facility for multiple payments and single payments.


We began our first sketching session by looking at the end to end process for both backers and creators. We looked at how to make tangible changes to the process of making a pledge whilst not altering the UI of the Kickstarter website too much.  We created an input field for one-time and recurring pledges.

Paper Prototypes

We tested our paper prototypes and initial wireframes, with 10 people and found that people were confused by having more than one placed to input their pledge. Also it was difficult to incorporate rewards into this process.

Testing Wireframes

In the next paper prototype we decided to differentiate between multiple payments, subscription and rewards. And focussed specifically on the pledge process. We simplified the design incorporating radio buttons into the rewards with the option of making a single pledge or a one-time pledge.

We created some wireframes based on the findings from our paper prototype. We tested this design again with two of the respondents from our survey and got some positive feedback on the flow. Our testers found the process easy to understand and felt it was clear from a creator and a backer perspective. There was some confusion about the copy we had used and also some of the text was not large enough.



Our final visual design, re-skinned the Kickstarter website. Once at the pledging stage a user can specify the amount of money they want to pledge over a fixed period and see the associated reward. The facility also calculates the initial debit and future debits if the project meets it’s goal. During the fulfilment process they are able to see how much their initial payment is and for how long.

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