Learning for a resilient tomorrow
Role
Design Lead & Researcher
Year
2025
Contribution
Impact
Published the first digital Spanish-Ndowe lexicon prototype and unlocked a clean pipeline for future entries.
The problem
Designing the first digital Spanish-Ndowe diccionary.
Streamlining the AA app from sign up to breakdown reporting
Role
Project Lead
Year
2018
Contribution
Impact
1. Reduced roadside assistance booking time by 66% (from 3min to <1min)
2. Increased app adoption significantly after clearer signup paths
3. Improved visibility of member perks and key information
The problem
The AA mobile app sign up experience was quickly abandoned by people that acquired memberships from third parties such as banks. The perks they offered weren't hardly redeemed. The breakdown bookings in the app were low which incurred in high callcenter costs.
Improving the experience of booking online ski transfers for an SME
Role
Web designer
Year
2025
Contribution
Impact
Reduced time on review process, Reduced website costs, bookings increase
The problem
Before this project, the website felt fragmented and hard to navigate, so visitors struggled to understand the offer, find key information, or complete key actions. Most sessions ended without enquiries or bookings, mobile users dropped off quickly, and inconsistent visuals reduced trust. Weak SEO brought little qualified traffic, and the lack of clear analytics meant they couldn't see where people were abandoning the journey, so decisions were based on guesswork rather than data.
