Stronger visual preference
Contemporary styling and progressive disclosure.
Preferred overall← All workResearch that shaped
01 / Utility customer experience
Research that shaped
a shared design direction.
Comparing two concepts, improving everyday payment journeys, and supporting a Design System across app and web.
Two directions. One evidence-led decision.
≈35Research participants
2Design concepts
8Designers guided
2Customer channels
A participant view of the study
Each dot represents one participant in the approximate study count.
Age did not predict the preferred direction.
Participants over 40 also responded well to the contemporary interface with progressive disclosure. Observed task behaviour helped refine the final direction.
Participant count is approximate, based on my project recollection. Team size describes shared design leadership, not direct reports.
01 / ResearchPreference and performance
Preference and performance
answered different questions.
We evaluated two concepts with more than 30 participants using realistic payment and navigation tasks.
Stronger complex-task performance
Clearer account selection and payment interactions.
Useful interaction patternsResearch-informed directionKeep the preferred foundation.
Refine the interactions.
Refine the interactions.
Key insight
A preferred look was a starting point.
We combined stated preference with observed behaviour instead of treating either concept as the complete answer.
02 / DecisionsFrom observations
From observations
to specific improvements.
Research translated broad feedback into changes the team could act on.
What we observedDesign response
Payment hesitation
Users saw the action but paused before using it.
Design direction
Bring action and amount together
Use the clearer placement beside the balance due.
Viewing ≠ paying
Some people monitored accounts they did not pay.
Design direction
Clarify account-level choices
Make it easier to choose which account to view or pay.
Detail views felt like home
Similar layouts made users repeat steps or miss information.
Recommendation
Differentiate the journey stages
Give account details a recognisable hierarchy and context.
03 / Design SystemTurn a direction into
Turn a direction into
shared working standards.
I jointly owned the direction with the Design Lead and guided eight designers in a shared reporting arrangement.
Research-informed Design System
Components & states
Default, focus, error, loading and empty states.
Semantic tokens
Purpose-based naming and implementation readiness.
Accessibility & content
Contrast, keyboard use, responsive layouts and long text.
Adoption & guidance
Usage rules, do/don’t examples, a writing playbook and training.
Standards were developed jointly. Project management maintained formal administration and final sign-off.
04 / OutcomeA supported direction.
A supported direction.
A focused improvement agenda.
The work connected research, shared standards and implementation discussions.
A foundation teams could use
Concept evaluation informed the direction and exposed concrete payment and navigation improvements.
Prototype findings, not conversion uplift
Later testing supported core payment tasks, while discoverability issues remained. Live adoption gains were not established.
Edited project screenshots accompany generalised diagrams of the research and design reasoning. Visuals do not imply measured production outcomes. Work was delivered collaboratively.
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