I graduated in BSc Psychology in 2012 and MSc Human-Computer Interaction with Ergonomics in 2015, both at UCL. I worked in different areas in business, from service design to digital marketing between my two degrees. After my master degree, I have led the user-centred design process for 10+ start-ups within my first 12 months working in Rebel Hack Studios. It was great fun helping the best UK startups grow exponentially through optimising conversion rates and end-to-end experiences.
My empirical psychology background and my experience in business and marketing drive my design process. I conduct user research using qualitative and quantitative methods. Then I provide tested design products and services that address user needs and business KPIs.
I provide London-based photography services too.
MSc in Human-Computer Interaction with Ergonomics• 2014-2015
My MSc thesis project investigated the validity of numerical gamer ratings, in collaboration with Sony Computer Entertainment Europe.
BSc in Psychology • 2009-2012
Immersive exposure and practice in theories and research methods in psychology, including applied decision making, cognitive psychology, and organisational behaviour.
UX Design Consultant• April 2018 - Present
Current project: Concept design and MVP delivery for a leading European investment bank
Other exciting work:
• Facilitated a 3-week process for answering critical business questions through design, prototyping, and testing ideas with users for a rising fintech start-up
• Involved in stakeholder workshop facilitation, user research, and prototyping for a well-known education publisher
UX Design Lead• November 2017 - April 2018
UX Design Lead (contract) at Foreign and Commonwealth Office, leading user research and design for a new digital service for diplomats.
Activities including interpreting user journey and business processes into screens on Sketch and Invision, running user research and data analysis.
UX Designer • February 2016 - June 2017
I have the privilege to work with many exciting start-ups clients, from enterprise solutions, fashion apps to games, shaping their early stage design and growth strategies.
Digital Designer • September 2013 - December 2014
I focused on mobile responsiveness optimisation of the charity's website and newsletter. Co-facilitated a participatory photography workshop in China as an ethnographic study on local water use, in partnership with Overseas Development Institute.
Through usability tests and user behaviour data (e.g. heatmap, visitor recording, traffic flow) collected via Visual Web Optimiser and Google Analytics, we identified 4 key areas for optimising lead acquisition. The suggested improvements were sent to the client in a report, and we have liaised with the client's copywriters and developers in order to execute the suggested solutions.See my process
To optimise the journey to book purchase, a series of usability tests, interviews, and visitor behaviour analysis was run to understand the barriers to purchase. Several rounds of A/B tests were run to identify the design that drove positive change in conversion. The tested designs were incorporated into permanent site redesign.See my process
To test initial traction and define the market size of a fashion marketplace app, I helped created landing pages for different niches, ran surveys to understand the demographics and their fashion habits, and conducted usability tests on the prelaunch app.See my process
Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit.Branding, Webdesign
Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit.Branding, Web Development
Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin, lorem quis bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit.Branding
Turn photos into calendar events by OCR and contextual search.
How can we connect and engage growers of different expertise in a community garden?User research, prototyping
There is an existing gap between research and commercial practices in the game industry, and currently it lacks of a set of consistent and standardised tool in evaluating game quality.This study aimed to examine how measures of player experience used in videogame research relate to Metacritic Professional scores, and how well these measures are able to segregate games of different Metacritic scores. 39 participants played five First Person Shooter (FPS) games and their responses to academic and industry developed questionnaires were recorded.Master Thesis
Sensory photography is a methodology for blind and partially sighted photographers to communicate with images. Existing cameras have many functions and are complicated even for a well sighted novice to use, and photographers with reduced visual abilities often cannot make full use of.
My proposed design is an attempt to simplify the photography process by streamlining documentation and captioning. In this way, photographers do not need to rely on a sighted assistant in the photo curation process.
A concept video is created to demonstrate the design. High fidelity prototype was created using Arduino Protrinket and laser-cutted shell. The prototype will be tested with experienced sensory photographers (including Tanvir Bush) and facilitators at Bath Spa University, to generate feedback for the next iteration.
She’s fantastic — psychology graduate; she’s very interested in decision-making and she focuses on using user experience to drive growth through a product.Logan Estop-Hall, CEO and co-founder of Rebel Hack