Artifacts
The work, by artifact.
People ask for personas, or journey maps, or wireframes at a particular fidelity, and a portfolio organised by client makes them hunt. This page is the same work organised by artifact type. Each type opens with what it is for, then the pieces themselves, 260 of them from 58 case studies, each one linked to the case it came from and marked as an original, a redrawing, a reconstruction or a capture of a live product.
Originalfrom the engagement, unretouchedLive productcaptured from a running productRedrawnfrom the original deck, content unchangedReconstructiondrawn for this portfolio from the delivered design
Personas and profiles
13 pieces
A persona is only useful if the product can act on it. The ones here were built from interviews and from data joined together, transactions, demographics and behaviour, so a persona is a definition the platform can render for, not a poster for the wall. Several carry the second audience that pays or decides, the parents behind a Contiki traveller, the carer behind a patient.
From care to contribution
RedrawnAlzheimer's Society · 2017 to 2018 · Non-Profit
Same record, three front doors
ReconstructionKent and Medway Care Record · 2018 · Healthcare
Journey maps and moments of truth
12 pieces
Journey maps show where the waiting, the re-keying and the phone calls sit, which is where the design work is. The moments-of-truth maps for Adecco candidates and associates, the candidate journey across an agency abroad and a region in England, and a day with Sophia all started as the same question: what happens to this person between the steps the system knows about.
Weeks by email, or minutes by the agent
ReconstructionGlobal Insurance Company · Insurance
Map bah persona booking enjoyment
OriginalBAH (British Airways Holidays) · Travel
Map bah persona research planning
OriginalBAH (British Airways Holidays) · Travel
A day with Sophia
Live productSophia AI, Elder Care Companion · Healthcare (Aging Care)
One journey, two phases, three owners
RedrawnNHS England, International GP Recruitment · 2018 · Healthcare
Service blueprints and swimlanes
9 pieces
A service blueprint puts the organisation's lanes under the customer's journey, so a manual step can be seen as a cost and a handover as a risk. The broker quote journey for Tokio Marine HCC and the before-and-after for the agent microsite system both settled what to automate first and which conversations should stay conversations.
Weeks by email, or minutes by the agent
ReconstructionGlobal Insurance Company · Insurance
Rapid prototyping fast track
RedrawnAvios, Digital Target Operating Model · Loyalty
Continuous delivery track
RedrawnAvios, Digital Target Operating Model · Loyalty
A digital assistant for the content teams
RedrawnAdecco · 2017 to 2018 · Recruitment
Three spreadsheets, or one system
RedrawnNHS England, International GP Recruitment · 2018 · Healthcare
One journey, two phases, three owners
RedrawnNHS England, International GP Recruitment · 2018 · Healthcare
Research and discovery
22 pieces
Research I ran myself, in the field where it mattered. A week living as a guest in Extended Stay America properties, talking to long-stay guests about the residence and the app. Days standing by the Build Your Own Sofa stations in Harveys stores, watching what people touched first and when they left to think about it. Alongside those, what the research produced: audit findings mapped to root causes, outcome sheets a leadership team agreed to, competitive audits criterion by criterion. Each piece was made to hold a design to a standard.
Watching people build a sofa in the store
ReconstructionHarvey's Furniture · Retail
What the stores taught us, into Sofas By You
ReconstructionHarvey's Furniture · Retail
A week living as a guest: the research plan
ReconstructionExtended Stay America · Hospitality
What a week on property told us
ReconstructionExtended Stay America · Hospitality
Where the problems actually came from
RedrawnAdecco · 2017 to 2018 · Recruitment
Adeccousa.com against Randstad and Manpower
RedrawnAdecco · 2016 to 2017 · Recruitment
Three spreadsheets, or one system
RedrawnNHS England, International GP Recruitment · 2018 · Healthcare
Information architecture and flows
7 pieces
Site maps, task and object models, flows and sorting outputs. Information architecture is the part of the work users never see and feel on every page, and for a catalogue of fifteen thousand products or a dealer site in thirty languages it is where most of the usability is won.
Wireframes, low fidelity
22 pieces
Low fidelity settles structure before anyone is distracted by colour: what is on the page, in what order, for whom. Some of these are originals from the engagement, including the Betfred templates from November 2010 with their numbered annotations for the development team. The FloraLoop and SoloBusinessAI sets are recent: with today's tooling I usually go straight to high fidelity because it brings the product to life faster, but the structural questions still get asked and answered first, and these show that pass in the language of each product.
Owner console: the four screens that matter
ReconstructionSoloBusinessAI · SaaS / AI Platform
Onboarding and the intake widget
ReconstructionSoloBusinessAI · SaaS / AI Platform
Seller: sign-up to first listing
ReconstructionFloraLoop · Marketplace / E-Commerce
Buyer: near me to pickup confirmed
ReconstructionFloraLoop · Marketplace / E-Commerce
Wireframes, mid fidelity
14 pieces
Mid fidelity carries real content, real states and annotations, and is what gets tested with users and reviewed with engineers. The Poundland wholesale order pad, the insurer's four-step site builder and the Adecco Netherlands portal screens are at this level, and the FloraLoop and SoloBusinessAI sets carry every state the build needed, empty to error to published, with the annotations lettered to the tickets. Each in the visual language of its own project.
Mortgage personalization homepage
OriginalGlobal Banking and Financial Services Company (cannot provide name due to confidentiality) · Financial Services
The agent's dashboard, and what corporate sees
ReconstructionGlobal Insurance Company · Insurance
The intake widget: six states
ReconstructionSoloBusinessAI · SaaS / AI Platform
Seller dashboard and listing, with states
ReconstructionFloraLoop · Marketplace / E-Commerce
Buyer search, listing and the escrow states
ReconstructionFloraLoop · Marketplace / E-Commerce
Candidate and associate dashboard
ReconstructionAdecco · 2016 to 2017 · Recruitment
Same record, three front doors
ReconstructionKent and Medway Care Record · 2018 · Healthcare
Wireframes, high fidelity
72 pieces
High fidelity carries the client's brand, so a review is of something that looks like the product and the handoff to engineering is exact. The 2017 Tokio Marine HCC quote portal screens are unretouched from the engagement; the Betfred campaign and personalisation states, the Adecco rewards screens and the retail homepages are the delivered designs.
Wealth portal, self scorecard
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
Wealth portal success metrics
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
Dashboards and portals
18 pieces
Role-based dashboards and portals are the recurring shape across this work: a broker's morning view, an agent's site and its numbers, a client's open requests, an owner's console. The decision in each is the same, what this person has to act on today, shown first, with everything else a click behind it.
Wealth portal, self scorecard
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
Wealth portal success metrics
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
The agent's dashboard, and what corporate sees
ReconstructionGlobal Insurance Company · Insurance
Seller dashboard and listing, with states
ReconstructionFloraLoop · Marketplace / E-Commerce
Personalised policyholder home
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Candidate and associate dashboard
ReconstructionAdecco · 2016 to 2017 · Recruitment
Design systems, style guides and components
12 pieces
Style guides written when wireframing begins and kept current through delivery, and component libraries that carry every state, so seventy broker sites or twenty-eight thousand pages stay consistent without a designer looking at each one. The insurance pages are originals from that engagement; the product pages for SoloBusinessAI, Cura Mirai, FloraLoop, Hi'iaka and ShelterPoint are drawn from the tokens each product actually ships with, and each one looks like its product rather than like the others. Accessibility is a property of the components here, not an audit at the end.
Component library
ReconstructionHi'iaka Florist · Hospitality & Retail / E-Commerce
Style guide
ReconstructionShelterPoint Insurance AI Assistant · 2026 · Insurance
Component library
ReconstructionShelterPoint Insurance AI Assistant · 2026 · Insurance
Prototypes and live products
17 pieces
Working products rather than pictures of them. SoloBusinessAI, FloraLoop, Hi'iaka Florist and the ShelterPoint demonstration are live, designed and built with AI tooling, and the captures here are from the running thing. The configurator for Harvey's Furniture is shown in the store it was built for.
Sloan, the chief of staff agent
Live productSoloBusinessAI · SaaS / AI Platform
Hi'iaka Florist, the brand
Live productHi'iaka Florist · Hospitality & Retail / E-Commerce
The Design Studio
Live productHi'iaka Florist · Hospitality & Retail / E-Commerce
Personalised policyholder home
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Conversational and assistant design
12 pieces
Assistants designed with the boundaries, the failure states and the handoff to a person decided first. The ShelterPoint pieces show an assistant answering from a policyholder's own record and handing off to a named agent; the Adecco assistant was designed before large language models, when every path was authored by hand.
Sloan, the chief of staff agent
Live productSoloBusinessAI · SaaS / AI Platform
The intake widget: six states
ReconstructionSoloBusinessAI · SaaS / AI Platform
Sophia, capabilities
Live productSophia AI, Elder Care Companion · Healthcare (Aging Care)
The Design Studio
Live productHi'iaka Florist · Hospitality & Retail / E-Commerce
The assistant answers from the policy
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Five layers of knowledge
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Educate, never advise
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Handing off to a person
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
A digital assistant for the content teams
RedrawnAdecco · 2017 to 2018 · Recruitment
Operating models, plans and architecture
18 pieces
Operating models, phased plans and architecture: the Avios squads and release model, the Adecco two-tier model, the NHS and Kent and Medway proposals, and the governance kernel behind Cura Mirai. These are the artifacts that say how a product will be built and run, which is usually the harder half of the design.
Rapid prototyping fast track
RedrawnAvios, Digital Target Operating Model · Loyalty
Continuous delivery track
RedrawnAvios, Digital Target Operating Model · Loyalty
Two ways to cut the squads
RedrawnAvios, Digital Target Operating Model · Loyalty
Five layers of knowledge
Live productShelterPoint Insurance AI Assistant · 2026 · Insurance
Six months, three phases
RedrawnNHS England, International GP Recruitment · 2018 · Healthcare
A shared record the patient can use
RedrawnKent and Medway Care Record · 2018 · Healthcare
A minimum viable record at month eight
RedrawnKent and Medway Care Record · 2018 · Healthcare
Innovation concepts
54 pieces
Innovation concepts for VR, AR and connected experiences, and the co-creation ideas put to clients. They are shown as what they were, concepts and proofs of concept, and they exist because an innovation programme needs a way to test a hypothesis quickly before anyone commits to building it.
VR avatar introduction
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
VR avatars and headset
OriginalGlobal UHNWI (Ultra High New Worth Individuals) · Financial Services
Vr casino exterior approach
OriginalLeading gaming provider in online sports betting and igaming · iGaming
Vr casino gaming floor overview
OriginalLeading gaming provider in online sports betting and igaming · iGaming
Vr casino main gaming hall
OriginalLeading gaming provider in online sports betting and igaming · iGaming
Vr casino slot machines floor
OriginalLeading gaming provider in online sports betting and igaming · iGaming
VR unboxing
OriginalInnovation: Financial Services Industry · Financial Services
VR private office
OriginalInnovation: Financial Services Industry · Financial Services
VR advisor meeting
OriginalInnovation: Financial Services Industry · Financial Services
AR gaming floor
OriginalCaesar's Innovation: Entertainment · Entertainment & Gaming
From care to contribution
RedrawnAlzheimer's Society · 2017 to 2018 · Non-Profit
Safeguarding as the first constraint
RedrawnThe Children's Society · 2017 to 2018 · Non-Profit
Co-creation ideas for the 2020 roadmap
RedrawnAdecco · 2017 to 2018 · Recruitment