Picture of Emma smiling

Setting the standard through action, presence and attitude
I lead creative direction and UX strategy across multidisciplinary teams, advocating for high design standards, usability and accessibility from the ground up

That means focusing on what matters, ditching the fluff, and always making room for everyone, even the person using a screen reader while juggling a toddler and a coffee. Because when everyone’s invited, the party’s just better.

I am currently working as a Content Designer on the Report Writing Service at Ofsted, shaping a tool that helps inspectors produce clear, consistent reports. I also contribute as an Interaction Designer and support user research, bringing a collaborative, T-shaped approach to product development. It is my second consecutive role at Ofsted, reflecting the organisation’s confidence in my skills and continuity.

Out of work

• Volunteering my UX skills - Amateur Entomologists' Society.
• Horticulturist, Apiarist
• Trail runner

I live on a small holding in Surrey, with the vision of living a more self sustainable life. Supported by a close community of apiarists, horticulturists and farmers we are learning how to provide for ourselves.

To book me for work or to find out more

Call 07487 878 414

I'm Emma, Lead UX Strategist.

creating compelling design icon

Light Resume

Career highlights

  • Leading UX & user research at Ofsted
    Designed a digital platform that enabled inspectors to write, QA, and publish reports efficiently. The project involved service design, adherence to GDS and accessibility standards, and close engagement with senior stakeholders. Recognised for exceptional performance with a Direct Award to continue in the role after the consultancy lost the client.

  • Lead UX Strategist for The modern slavery statement registry
    Implementing new features, streamlining processes and digitising the paper PIN authentication.

  • Founder of the ‘Run with Lucy’ initiative - in association with England Athletics
    Launched a CGI-wide programme, creating a pathway for CGI’s 10,000+ members to become qualified visually impaired guide runners. Led the marketing, built the platform, training path, and inclusion model.

  • Danone ‘Project Baby’ Innovation Sprint
    Led a 5-day sprint to develop a bookmarking tool for expectant parents, moving from insight to prototype with full UX process and user testing.

  • UX Lead for De Bijenkorf’s First Tablet Magazine
    Moved temporarily to Amsterdam to collaborate with the Amsterdam based teams to launch the department store’s digital-first fashion publication

  • Digital Experience Lead – Malibu Pop-up Campaign
    Designed mobile in store activations for a pop-up across four cities, resulting in 416% growth in the brand’s email database.

Professional Experience

Lead UX & Research – Ofsted/GOV.UK Home Office  2023 - Present
Creating user-focused, accessible content to support digital transformation in Government.. Responsible for planning, defining and overseeing user-centred design activities to inform continuing activities. Working closely with Product Owners, Solution Architects, Designers, Developers and testers. promoting digital accessibility throughout the business through the CGI Disability Network,

Freelance UX/UI Designer 2022 - 2023
Managed a full end-to-end UX rebrand using low code tools (Squarespace, etc.) Emphasised accessibility, and responsive design tailored to specific user groups.

Advocate & Health Researcher 2018 -2022
My daughter was diagnosed with a severe cashew allergy. Researching and implementing the science of breakthrough allergy specialists became my purpose. As from 2022 she is allergy free.

UX & App Creator – Bump ’n Beyond 2016 -2017
Self-initiated wellbeing app for pregnancy. End-to-end design, development, and launch for iOS and Android, including web based support funnel.

Creative Lead/Product Designer - Candyspace/Kinetic Active 2015 -2017
Led UX across mobile and web projects for clients including Colgate, Lee Jeans, Mazda, and Nintendo. Applied end-to-end UX methodologies, conducting user research, audits, journey mapping, prototyping, and UI design. Partnered with Kinetic (a leading OOH media planner) to develop data-driven Digital Out of Home (DOOH) campaigns. Delivered strategic UX insights and product proposals to stakeholders, blending creativity and technology to solve real user problems and enhance brand engagement.

World Travel 2013 -2015
A most enlightening ethnographic journey around the globe and outside the realms of bias. Impossible to return unchanged. Ask me about the time I met a child soldier of the Khmer Rouge.

Senior Creative / Product Designer – Marvellous / Isobar London 2010 -2013
A lateral career move into mobile experiences, gaming and emerging technologies. I designed mobile, tablet and web apps. This set a strong foundation to my transition into user experience. I also held the position of Head Creative for Kelloggs - a very client facing role.

Creative Director – Team Spirit, Chime Group 2007 -2010
The pursuit of the big idea, to turn often complex financial messages into compelling integrated campaigns. Managed art workers and designers. Seeing a project through from start to finish, making sure the idea and branding stays on track. From casting to production, to post production. Won numerous awards.

Senior Digital Designer - Steel London 2003 -2007
Creating products that covered the spectrum of digital comms.

Designer- Sheppard Day  2002 -2003
Styling photoshoots, creative direction and design for digital and printed material.

Skillset

leadership / User Interface Design / User Experience Design / Interactive Design / Strategy / Branding

Tool kit

Figma / Adobe XD / Illustrator / Photoshop / Indesign / Squarespace / Power Bi

Education

BA (Hons) Graphic Design
Nottingham Trent University