Multi-Brand Design System Architecture The Virgin Media O2 Design System was architected from day one to support Virgin Media, Virgin Media O2 and O2 within a single scalable framework. Rather than building brand-specific component libraries, I led a tokenised approach separating structure from style, enabling one reusable system to flex…

Sales Optimisation Within Virgin Media’s live revenue environment, I led performance-led UX optimisation across key funnel stages — homepage entry, checkout review, and Open Banking integration — using structured research, variant testing, and controlled validation. Homepage re-architecture prioritised early eligibility signalling and personalisation, delivering +16.21% uplift in conversion, +6.29% increase…

Joint Venture Digital Launch – Project 'Purple' When Virgin Media and O2 formed a joint venture, Project Purple brought that partnership to life digitally. I led the creative direction and hands-on design of the JVCO website, launching the new bundled proposition, Volt. Operating under NDA and executive scrutiny, I worked…

Converged Platform – Project 'Munro' Project Munro was a strategic initiative to establish a unified Mobile and Broadband platform following O2’s acquisition, creating the scalable foundation for a fully converged customer experience. As Senior UX/UI Designer, I led experience definition for the Day 1 internal trial release, spanning the existing…