Selected work
A design system for humans and agents
Cera's engineers were shipping UI with AI coding agents, and nothing kept it consistent. I got a shared system off the ground, with guidance built in for the agents.
Letting customers onboard themselves
Wayflyer's onboarding was a rigid, linear flow designed for outbound sales, blocking users who got stuck. As sole designer in the onboarding pod, I redesigned it from the ground up.
Everything a care supervisor needs for a review, in one place
Field care supervisors were spending up to an hour checking three separate systems to prepare for a client review. I designed an AI-powered report that synthesises care data into a single structured summary.
Putting questionnaire changes in clinicians' hands
Adding one question to the rigid health questionnaire could cost two sprints of engineering time. I designed Author, a no-code tool that lets clinical staff build and edit accessible, logic-driven questionnaires themselves.
Making accessibility the default across LifeBox
LifeBox had no design system, leaving the UI inaccessible and inconsistent. I built one from scratch, covering tokens, components and documentation, bringing the product closer to NHS integration standards.
From emailed links to self-serve connections
Connections relied on staff manually emailing external links, a phishing-like experience with heavy operational overhead. I challenged the initial approach, ran a stakeholder workshop and designed a self-serve in-app connector.
What people say
Amy is the kind of designer who makes the whole team more capable. Her background in engineering gives her a technical fluency most designers simply don't have. She led the implementation of Claude AI for our design team and built out a designer repository so we could easily share and access prototypes.
Amy is an exceptional Senior Product Designer who brings the total package: empathy for our users, understanding of the business, beautiful designs and brilliant communication to bring senior management on board and knowledge-share across the entire business.
Amy has a deep understanding of how design, product and engineering come together within a complex business environment, which is extremely valuable to any team. She has a bias for getting things done and prioritises her work to maximise value for the customer.
Amy is an exceptional product designer whose process involves the user from the first stage to the last. She led the research and design for Onboarding 2.0, successfully managing significant stakeholder interest, and has demonstrated patience and resilience seeing difficult projects through to a positive conclusion.
Amy is a talented UX Designer who is always a pleasure to work with. A positive can do attitude and excellent problem solving skills while always keeping customers at the heart of everything she does. Amy has run numerous projects at Pure360 from inception through to release that had a material impact on the business.
Amy is a fantastic product designer, and I feel very lucky to have worked with her. She's highly skilled at getting to the root of a problem and brings real depth of expertise to any team she joins. She's a great partner who has taught me and others so much, and I hope we get to work together again!
About
I am a Senior Product Designer who thrives at the intersection of product discovery and front-end execution.
I love the messy early stages of figuring out what to build, then staying hands-on as it takes shape in code.
Right now, I'm leveraging AI to close the gap between Figma and the codebase. I am actively building out a coded design system with UI components, semantic token architecture, agent instructions and Storybook documentation that keep design and engineering in perfect sync.
I am looking to lean more into a builder role where I can go beyond static specs and prototypes, directly shaping the code and systems that allow complex B2B products to scale rapidly without sacrificing accessibility.
- Product discovery
- Prototyping in code
- Design systems
- Front-end
- Accessibility
CeraSenior Product DesignerThe UK's largest tech-led home care provider2025Now
Definition HealthSenior Product DesignerPre-op assessment software for NHS and private hospitals2022–2025
WayflyerSenior Product DesignerFintech unicorn funding e-commerce businesses2022
Pure360 (now Spotler)Product Manager, Lead UX Designer, UX DesignerB2B email marketing platform2014–2022
CrunchSenior UX Designer and Developer, UX Designer and DeveloperOnline accounting software for UK freelancers2009–2014
DomusWebsite and UI DesignerWebsite and back-office software for estate agents2006–2009