The Crown Estate is a unique organisation with a mission to create lasting and shared prosperity for the nation, balancing commercial success with environmental stewardship and social responsibility. Its work spans diverse areas, from managing offshore wind energy to supporting biodiversity, developing inclusive communities, and stewarding prime real estate.
This variety exposed me to meaningful projects that address national priorities like sustainability, Net Zero, nature restoration, and economic growth. Some of them are:
Many UK businesses aspire to be environmentally sustainable but lack the knowledge and capability to effectively reduce their carbon footprint. Without clear visibility of their emissions, they struggle to measure and validate their green initiatives.
Working alongside business analysts and business partners, product managers, UX researchers and engineers, our mission was to create a secure eco dashboard for each tenant to measure and track the energy consumption & carbon footprint of their rented space - creating capacity to drive sustainable change and easily reap the benefits.
I was tasked with leading the end-to-end design of the application, which involved translating a complex problem into an elegant, user-friendly solution. Using Figma to back up my ideas, a clear rationale and data/insights, I designed the whole application, from wireframe to final UI. Using Figma’s Prototyping capabilities, I introduced features like:
Link to Prototypes:
Initial Wireframe with Registration
The MDE is the first of its kind and the world’s largest database of marine industry survey data, research and evidence. The MDE contains over 200 terabytes of survey data collected throughout the lifecycle of offshore projects in England, Wales and Northern Ireland. By making this wealth of data freely available, The Crown Estate aims to give offshore projects in the UK a valuable head start, helping those involved to make informed, evidence-based decisions which support the sustainable development of the UK’s seabed and the safeguarding of the marine environment.
Collaborating with a Lead UX Researcher, Product Owner, and DevOps Agile team, my goal was to boost website traffic and attract new investors. By enhancing SEO and redesigning the homepage’s content and structure, I created a more intuitive and visually appealing user experience. Using tools like Google Analytics, heat mapping, A/B testing, and surveys, I identified key issues such as high abandonment rates in the Downloads section. Leveraging Figma, I redesigned features like file management and download options, reducing clicks by 40% and significantly cutting download times. These improvements increased monthly traffic by 22%, while also enhancing user retention and loyalty.
Key Improvements:
The Analytical Hierarchy Process (AHP) Manager is an innovative project designed to structure and prioritise data, ensuring environmental, social, and cultural interests are fairly represented in alignment with stakeholder views. It serves as a one-stop shop of powerful tools, delivering the best evidence to support marine spatial planning now and into the future. However, when I first encountered the platform, it was clear it needed a major transformation.
The web application had no branding, was missing key features, and visually resembled something from the Windows 3.1 era. It was outdated, clunky, and falling behind modern standards. To make matters more challenging, the team didn’t have the budget to hire external designers for a refresh. That’s where I stepped in.
I joined their DevOps team and fully integrated into their sprint schedule to tackle this project head-on. My mission? Bring the AHP Manager into the 21st century. Over six months, I redesigned and developed the platform from scratch using a combination of Python, Java, HTML, SCSS, and SVG. This wasn’t just about aesthetics—it was about creating a seamless user experience that aligned with their goals while solving technical issues.
Following the success of this redesign, I was invited to take on an even bigger challenge: revamping their Geographic Information System (GIS) application—an integral tool for soil analysis operations. This project required me to dive deep into UX research, UI design, and software development while collaborating closely with the DevOps team to ensure smooth integration.
The company wanted to update their website to comply with new regulations and integrate with Dynamics 365. The new website had a new language and the prototype was very well received. The website can be seen here: windsorgreatpark.co.uk
The prototype can be experienced here: Figma Windsor Great Park Prototype
My work with Dynamics 365 significantly improved The Crown Estate’s marketing and event management capabilities. The team was completely lost and many business areas were working in silos with their own marketing tools. I helped unify these silos in one group using Microsoft 365, enhancing collaboration and communication.
By customising the CRM, I empowered the marketing team to triple their annual events. I organised GDPR-compliant email campaigns and created reusable templates. I collaborated with the events team to improve the CRM’s event management capabilities and authored a guide for successful event execution.
Additionally, to innovate networking, I developed a QR code-based digital business card system, streamlining the creation of QR codes for over 300 attendees at events. This eliminated printed badges and doubled attendance.
My efforts significantly improved event management, increased attendee engagement, and showcased innovative technology solutions to address business challenges.
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The Challenge:
The Property Management team was facing declining customer service ratings across their luxurious properties and needed a solution to enhance tenant satisfaction. I was brought on board to tackle this challenge. My approach was to create seamless concierge portals accessible via both an app and a website. These portals would act as a direct communication channel between tenants and property managers while offering value-added services like house cleaning, laundry, and more.
The Solution:
Collaborating with a third-party provider, I designed and personalized HTML pages for each portal, ensuring bespoke designs, tailored imagery, and building-specific information. The portals offered a range of features, including:
Over the course of the project, I designed 51 unique pages across 17 portals. To streamline the user experience, I implemented Single Sign-On (SSO) functionality and integrated modern payment options like Apple Pay, Google Pay, and Samsung Pay.
To further enhance engagement, I introduced an “Offers and Discounts” section for select properties, providing tenants with exclusive deals and incentives.
The Results:
The impact of the new portals has been transformative:
By improving communication channels and accessibility, the Property Management team has developed stronger relationships with their tenants.
Conclusion:
This initiative significantly elevated customer service offerings while positioning the company as a leader in tenant-centric innovation. By combining thoughtful design with practical functionality, we not only enhanced engagement but also created a scalable solution that continues to deliver measurable results.
I’m currently involved in several exciting projects aimed at improving internal processes and user experience:
1. Digital Request HUB: Redesigning the UX/UI for employee service requests
2. Leaser Dashboard: Developing an information architecture to streamline the Seabed Leasing process
I like my sugar with coffee and cream and I always judge a cover by its book.
