I led the UX/UI design for TalkTalk’s Strategic Proposition initiative, translating a complex business vision into a clear, customer-facing digital experience. The proposition focused on redefining how TalkTalk packaged and communicated its broadband and value offerings, requiring alignment across product, marketing, and digital touchpoints. Through research, journey mapping, and iterative prototyping, I restructured information architecture and refined interface hierarchy to simplify decision-making and support a scalable, future-ready experience.