Me on my favourite walking path in beautiful North London 🌲🍁
Chinese-born, Canadian-raised, and London-based, I'm a UX and service design consultant with over a decade of experience leading user-centred design and research across sectors.
I design for people, not systems. Since 2011, I've been helping organisations move from complexity to clarity through design thinking: aligning teams around shared purpose, building confidence in solution approaches, and delivering outcomes that genuinely matter to the people they serve.
I'm also a committed advocate for Equality, Diversity and Inclusion, which shapes how I work as much as what I work on.
Where I add the most value is in teams constrained by traditional ways of working. I bring collaborative, open, and agile practices that unlock better thinking — and I do it in a way that builds trust with clients and colleagues alike. View my CV Here.
<aside> 💡 I'm currently a Lead UX Consultant at Softwire, one of the UK’s leading software development consultancies that helps some of the world’s biggest companies focus on their customers, design better services, build effective teams, and transform their businesses.
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If I were to describe my role, it’d be something similar to that of a ‘full-stack’ experience designer. This means I have the skill set needed to support organisations and delivery teams all the way from strategy, research, design, to supporting with implementation. I show organisations what’s possible by embedding User Centred design into default ways of working. I show by doing and lead by listening, being honest, willing to be vulnerable, while embracing complexities and challenges along the way.
I have been leading research and user-centred design work for clients across retail, financial, and public sectors. Range of work include:
Designing a new centralised digital service to improve roadworks for the Department for Transport,
Leading discovery research with NHS England to better support people with severe mental illness,
Designing a bespoke live chat service to support women experiencing domestic abuse for Women’s Aid,
Designing a retail shopping app to help customers to easily order meals for Wiltshire Farm Foods. (view in app store)
Here’s a miro board to give a flavour of the kind of work I do.
Here’s a miro board to give a flavour of the kind of work I do.
In 2021 at SDinGov, I gave a talk for fellow practitioners to gain more confidence when tackling research projects around sensitive topics such as domestic abuse and mental illnesses. As part of this, I’ve created a checklist (published on the CXPartners website) to better support researchers who work in the space.
View the recording of my SDinGov talk with Amy
The 45min talk covers the following:
