Recently I worked with the VML AJ Bell team, where I translated the Feel Good Investing brand idea into intuitive, human-centred CRM experiences by shaping clear interfaces and interaction patterns. I focused on delivering ease, empathy, and expertise at every stage of the customer journey, ensuring the visual language, tone, and usability reinforced the brand’s promise. This included designing responsive layouts, modular components, and interaction flows, making complex financial information feel accessible, engaging, and reassuring. Throughout the process, I applied UX research, wire-framing, prototyping, and design system principles, collaborating closely with stakeholders and developers to ensure consistency, scalability, and a seamless user experience across platforms.