The Crown Estate is a unique organization 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:
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.
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 customizing the CRM, I empowered the marketing team to triple their annual events. I organized GDPR-compliant email campaigns and created reusable templates, greatly improving our marketing efforts.
Additionally, I collaborated with the events team to improve the CRM’s event management capabilities and authored a guide for successful event execution. 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.
The company was struggling with low customer service ratings and needed a fresh approach to improve their service offerings. I was brought on board to tackle this challenge by designing and implementing concierge portals that could be accessed seamlessly via both an app and a website.
This project involved branding and managing 17 unique portals, each tailored to specific properties. I created personalized HTML pages for every portal, ensuring they included bespoke designs, imagery, and building-specific information. Key details provided included amenities, key arrangements, cleaning services, laundry options, parking spaces, fire safety protocols, and general building safety information.
To enhance user experience, I collaborated with a third-party agency to develop these concierge portals. Over the course of the project, I designed 51 new pages across the 17 portals. Additionally, I implemented Single Sign-On (SSO) functionality and integrated checkout options like Apple Pay, Google Pay, and Samsung Pay for various services.
The results have been remarkable. Registrations and visits to the portals have grown by 30% each quarter since their launch in 2023. To further elevate the experience, I expanded the services to include an “Offers and Discounts” section for select properties—adding even more value for users.
Overall, this initiative significantly improved customer service offerings and accessibility across multiple platforms. By combining thoughtful design with practical functionality, we not only enhanced engagement but also positioned the company as a leader in customer-centric service innovation.
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.
