The Organisational Need

Following a fresh rebrand, Macmillan's website and other digital services needed to reach a wider and more complex audience.  


UX Leadership and Strategy

Helped the digital transformation programme by embedding UX best practice into organisation's processes, frameworks and ways of working.
I've established the new in-house UX / UI team, enabled UX methods and techniques across the digital department and across the organisation as an ambassador for human-centred design.
Led the digital design delivery and strategy, providing UX insight, expertise & practical support for ongoing and new digital products and services.


Contributed to the implementation of metrics, conducted workshops to gather requirements. Enabled research and insights discovery, user testing and validation techniques.

Collaborated with editors and medical experts on the information architecture, content audit and content strategy.

Designed and led the interaction design of 18 digital products and provided UX input to many others.

Here is a closer look at my UX approach.


Key results

16 million people visited the Macmillan website

100K registered Online Community users

£32 million raised through digital products and channels



Strategy and Planning 

  • Product definition workshops, KPIs
  • Process maps and documentation, quick sheets, checklists
  • Heuristic analysis
  • Metrics analysis

Research and insight

  • Personas and audience segmentation 
  • User needs 
  • Competitive audits
  • Ecosystem maps, consumer journey maps, feature maps
  • Usability tests
  • Quantitative surveys
  • Card sorting
  • Content audits
  • Accessibility analysis and advocacy
  • User stories


  • Brainstorming
  • Sitemaps
  • Scenarios
  • User flows
  • Task analysis
  • Navigation
  • Taxonomies


  • Sketches
  • Wireframes
  • Prototypes
  • Pattern library, wikis, style guides
  • UI design of key pages and templates