UKFast / ANS · 2021–2023 · Head of UX Design

One shared design language

Two brands. More than 100 products. No shared design language.

The challenge

After UKFast and ANS merged, teams were working across different technology stacks and rebuilding similar interfaces from scratch.

What I did

I built a collaborative design system with 1,000+ components, 900+ custom icons and 300+ illustrations. I introduced user research and a shared roadmap framework so product, engineering, sales and marketing could see what was being built, why and when.

What changed

The system gained adoption across the business. Teams stopped duplicating interface work, product consistency improved, and research helped reduce the risk of building the wrong thing.

Highlights

• Built a design system adopted across the business: 1,000+ components, 900+ custom icons and 300+ illustrations.
• Led UX strategy for the merged business and made user research a standard step, so teams tested ideas before building them.
• Created a roadmap framework linked to Jira and Azure DevOps, so every department could see what was being built and why.
• Introduced a pricing strategy that stopped the business competing on price alone.
• Replaced static sales decks with online presentations that stayed up to date.