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Direct Resulting Impact Workflow Efficiency: The implementation of intuitive workflows and simplified navigation led to a 15% increase in workflow efficiency, significantly reducing the time required for users to complete core tasks. Optimised Product Delivery: By streamlining the interface and data handling, we significantly improved the client's ability to deliver their product to their own customers with greater speed and accuracy. Competitive Differentiation: The modern UI and personalized experience provided a clear value proposition, allowing the product to stand out and compete effectively in the market. Summary The takeover and redesign of this system proved that even complex, data-heavy B2B projects can be made efficient and clear through strategic UX intervention. By focusing on role-based personalisation and intuitive data visualisation, we delivered a high-impact solution that balances technical robustness with a premium user 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Challenge & Strategic Alignment\nThe project’s goal was to modernise the HTA (Horticultural Trades Association) platform, the central hub for UK gardening and landscape professionals. The core challenge was an outdated interface that failed to promote valuable features, resulting in low engagement and poor data contribution across vital resources and benchmarking tools.\n\nGoals\n\nBusiness Goals: Transform the platform into an intuitive, high-value product that actively encourages member participation and streamlines access to industry data.\n\nStrategic Kickoff: I initiated and led a collaborative UX audit with the design team to identify platform pain points. Following this, I synthesised findings and took part in executive stakeholder workshops to define a product roadmap focused on active data contribution.\n\n\n2. Process, Team, and Design Phase\nThe project utilised a leadership model focused on team empowerment, where I oversaw the strategic direction while allowing the UX designer to take ownership of the design journey.\n\nRoles and Responsibility\n\nLead Designer: I was responsible for the end-to-end design strategy and presenting the product vision to executive stakeholders.\n\nTeam Members: The core project team consisted of myself (End-to-End Lead), a UX Designer, a Project Manager, a Frontend Developer and a Backend Developer.\n\nDesign Oversight & Empowerment: I provided guidance and oversight throughout the UX phase, allowing the UX designer to lead the creative execution while I ensured all outputs met the core strategic objectives.\n\n\nDesign phase and testing strategy\n\nInformation Architecture: I provided detailed guidance on simplifying the multi-step user onboarding flow for complex business and crop information.\n\nUserflows & Wireframing: I reviewed and refined the user flows created by the designer to ensure logical, low-friction progression.\n\nUI Design System: I led the development of a specialised UI design system by adapting an off-the-shelf UI kit to align with the HTA brand, ensuring the interface was both professional and accessible to all members.\n\n\n3. Execution & Goal-Driven Design\nThe execution delivered a professional, action-oriented experience that established a new standard for HTA’s digital tools.\n\nFoundational Systems\n\nAction-Oriented Dashboard: I oversaw the redesign of the core dashboard, which implemented card-based layouts to significantly improve feature discoverability.\n\nBespoke Design System: To ensure a rapid but tailored build, I adapted an off-the-shelf UI kit, evolving it into a comprehensive design system specific to the HTA brand.\n\nTechnical Feasibility: I maintained a focus on technical collaboration, ensuring the adapted components were optimised for a high-performance build.\n\n\n4. Measurable Impact & Results\nThe platform modernisation successfully repositioned the HTA hub as an essential tool for the horticultural industry.\n\nDirect Resulting Impact\n\nIncreased Workflow Efficiency: The strategic redesign of the interface and onboarding journeys resulted in a 15% increase in workflow efficiency.\n\nImproved Member Participation: The strategic shift toward results consumption directly encouraged higher levels of member engagement and data contribution.\n\nStreamlined Data Onboarding: By refining user journeys and simplifying complex flows, we reduced administrative friction for businesses reporting crop data.\n\nExecutive Alignment: Facilitating workshops ensured a clear product roadmap that aligned executive stakeholders with the long-term vision of the platform.\n\nSummary\nThe HTA project demonstrated how design leadership through oversight and empowerment can transform a legacy tool. 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& Strategic Alignment We were brought on board to take over a B2B project that was already partially built, inheriting a legacy structure that required immediate modernisation. The core challenge was to expand the system’s capabilities while pivoting to a user-centric experience that would help the client streamline their service and stand out in a competitive B2B market. Goals Business Goals: Create a modern, high-performance UI to gain a competitive edge, improve B2B product delivery speed, and ensure the system could scale to accommodate complex data sets. Strategic Kickoff: I helped lead the transition from the inherited build to a new strategic vision. This began with high-level workshops focused on data handling and structural clarity, ensuring every design decision was rooted in a deep understanding of the existing technical constraints. 2. Process, Team, and Design Phase The project required a deep dive into complex B2B information flows to transform a functional-but-cluttered system into an efficient, clear, and professional tool. Roles and Responsibility Design Leadership & Execution: Myself (Lead UX/UI Designer). I was responsible for driving the overall design strategy, facilitating workshops, overseeing and working directly on the transition from wireframes to the final UI. Team Members: I worked in close collaboration with the Totally’s development team and stakeholders to ensure that the new design language was seamlessly integrated into the partially built product. Design phase and testing strategy UX Discovery & Whiteboarding:  We initiated the phase with intensive whiteboarding and information flow sessions. This was crucial to map out how data moved through the system and to identify friction points in the inherited UX. Wireframing & Prototyping: I translated workshop findings into low and high-fidelity prototypes. This iterative process allowed us to test the \"logic\" of the new system before committing to the final visual layer. Technical Feasibility: Given that the project was a \"takeover,\" I maintained a constant feedback loop with developers to ensure my UI enhancements were compatible with the backend data services and audit trail requirements. Information Architecture: We focused on \"Simplified Data\" as a core pillar, restructuring the hierarchy so users could navigate complex B2B processes without cognitive overload. 3. Execution & Goal-Driven Design The execution transformed a dense data environment into a streamlined, role-based workspace that prioritises clarity and speed of action. Foundational Systems Modern Design System: I developed a clean, modern UI language that distinguished the product from competitors, focusing on accessibility, professional aesthetics, and a cohesive library of components. Data Integrity & Transparency: The design was engineered to support robust audit trails and data services, ensuring users felt confident in the accuracy and history of their information. A. Strategy & Direction Role-Based Views: I designed personalised welcome boards and tailored views, ensuring that users only see the information most relevant to their specific tasks, reducing visual noise. Intuitive Workflow: The new UI acts as a guide, simplifying complex administrative processes into manageable, linear tasks that reduce user error and speed up service. B. UX/UI Components (Data & Insights) We engineered a system that turns raw data into actionable intelligence: Advanced Data Visualisation: I replaced text-heavy sections with intuitive KPIs and performance metrics, allowing users to track progress at a glance. Overhauled Dashboards: The end-user dashboards were completely reimagined to be more user-friendly, prioritising high-priority tasks and essential metrics. 4. Measurable Impact & Results The redesign successfully shifted the product from a complex legacy tool to a modern, efficient, and competitive B2B system. Direct Resulting Impact Workflow Efficiency: The implementation of intuitive workflows and simplified navigation led to a 15% increase in workflow efficiency, significantly reducing the time required for users to complete core tasks. Optimised Product Delivery: By streamlining the interface and data handling, we significantly improved the client's ability to deliver their product to their own customers with greater speed and accuracy. Competitive Differentiation: The modern UI and personalized experience provided a clear value proposition, allowing the product to stand out and compete effectively in the market. Summary The takeover and redesign of this system proved that even complex, data-heavy B2B projects can be made efficient and clear through strategic UX intervention. 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Challenge & Strategic Alignment\nThe project’s goal was to modernise the HTA (Horticultural Trades Association) platform, the central hub for UK gardening and landscape professionals. The core challenge was an outdated interface that failed to promote valuable features, resulting in low engagement and poor data contribution across vital resources and benchmarking tools.\n\nGoals\n\nBusiness Goals: Transform the platform into an intuitive, high-value product that actively encourages member participation and streamlines access to industry data.\n\nStrategic Kickoff: I initiated and led a collaborative UX audit with the design team to identify platform pain points. Following this, I synthesised findings and took part in executive stakeholder workshops to define a product roadmap focused on active data contribution.\n\n\n2. Process, Team, and Design Phase\nThe project utilised a leadership model focused on team empowerment, where I oversaw the strategic direction while allowing the UX designer to take ownership of the design journey.\n\nRoles and Responsibility\n\nLead Designer: I was responsible for the end-to-end design strategy and presenting the product vision to executive stakeholders.\n\nTeam Members: The core project team consisted of myself (End-to-End Lead), a UX Designer, a Project Manager, a Frontend Developer and a Backend Developer.\n\nDesign Oversight & Empowerment: I provided guidance and oversight throughout the UX phase, allowing the UX designer to lead the creative execution while I ensured all outputs met the core strategic objectives.\n\n\nDesign phase and testing strategy\n\nInformation Architecture: I provided detailed guidance on simplifying the multi-step user onboarding flow for complex business and crop information.\n\nUserflows & Wireframing: I reviewed and refined the user flows created by the designer to ensure logical, low-friction progression.\n\nUI Design System: I led the development of a specialised UI design system by adapting an off-the-shelf UI kit to align with the HTA brand, ensuring the interface was both professional and accessible to all members.\n\n\n3. Execution & Goal-Driven Design\nThe execution delivered a professional, action-oriented experience that established a new standard for HTA’s digital tools.\n\nFoundational Systems\n\nAction-Oriented Dashboard: I oversaw the redesign of the core dashboard, which implemented card-based layouts to significantly improve feature discoverability.\n\nBespoke Design System: To ensure a rapid but tailored build, I adapted an off-the-shelf UI kit, evolving it into a comprehensive design system specific to the HTA brand.\n\nTechnical Feasibility: I maintained a focus on technical collaboration, ensuring the adapted components were optimised for a high-performance build.\n\n\n4. Measurable Impact & Results\nThe platform modernisation successfully repositioned the HTA hub as an essential tool for the horticultural industry.\n\nDirect Resulting Impact\n\nIncreased Workflow Efficiency: The strategic redesign of the interface and onboarding journeys resulted in a 15% increase in workflow efficiency.\n\nImproved Member Participation: The strategic shift toward results consumption directly encouraged higher levels of member engagement and data contribution.\n\nStreamlined Data Onboarding: By refining user journeys and simplifying complex flows, we reduced administrative friction for businesses reporting crop data.\n\nExecutive Alignment: Facilitating workshops ensured a clear product roadmap that aligned executive stakeholders with the long-term vision of the platform.\n\nSummary\nThe HTA project demonstrated how design leadership through oversight and empowerment can transform a legacy tool. 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The core challenge was to expand the system’s capabilities while pivoting to a user-centric experience that would help the client streamline their service and stand out in a competitive B2B market. Goals Business Goals: Create a modern, high-performance UI to gain a competitive edge, improve B2B product delivery speed, and ensure the system could scale to accommodate complex data sets. Strategic Kickoff: I helped lead the transition from the inherited build to a new strategic vision. This began with high-level workshops focused on data handling and structural clarity, ensuring every design decision was rooted in a deep understanding of the existing technical constraints. 2. Process, Team, and Design Phase The project required a deep dive into complex B2B information flows to transform a functional-but-cluttered system into an efficient, clear, and professional tool. Roles and Responsibility Design Leadership & Execution: Myself (Lead UX/UI Designer). I was responsible for driving the overall design strategy, facilitating workshops, overseeing and working directly on the transition from wireframes to the final UI. Team Members: I worked in close collaboration with the Totally’s development team and stakeholders to ensure that the new design language was seamlessly integrated into the partially built product. Design phase and testing strategy UX Discovery & Whiteboarding:  We initiated the phase with intensive whiteboarding and information flow sessions. This was crucial to map out how data moved through the system and to identify friction points in the inherited UX. Wireframing & Prototyping: I translated workshop findings into low and high-fidelity prototypes. This iterative process allowed us to test the \"logic\" of the new system before committing to the final visual layer. Technical Feasibility: Given that the project was a \"takeover,\" I maintained a constant feedback loop with developers to ensure my UI enhancements were compatible with the backend data services and audit trail requirements. Information Architecture: We focused on \"Simplified Data\" as a core pillar, restructuring the hierarchy so users could navigate complex B2B processes without cognitive overload. 3. Execution & Goal-Driven Design The execution transformed a dense data environment into a streamlined, role-based workspace that prioritises clarity and speed of action. Foundational Systems Modern Design System: I developed a clean, modern UI language that distinguished the product from competitors, focusing on accessibility, professional aesthetics, and a cohesive library of components. Data Integrity & Transparency: The design was engineered to support robust audit trails and data services, ensuring users felt confident in the accuracy and history of their information. A. Strategy & Direction Role-Based Views: I designed personalised welcome boards and tailored views, ensuring that users only see the information most relevant to their specific tasks, reducing visual noise. Intuitive Workflow: The new UI acts as a guide, simplifying complex administrative processes into manageable, linear tasks that reduce user error and speed up service. B. UX/UI Components (Data & Insights) We engineered a system that turns raw data into actionable intelligence: Advanced Data Visualisation: I replaced text-heavy sections with intuitive KPIs and performance metrics, allowing users to track progress at a glance. Overhauled Dashboards: The end-user dashboards were completely reimagined to be more user-friendly, prioritising high-priority tasks and essential metrics. 4. Measurable Impact & Results The redesign successfully shifted the product from a complex legacy tool to a modern, efficient, and competitive B2B system. Direct Resulting Impact Workflow Efficiency: The implementation of intuitive workflows and simplified navigation led to a 15% increase in workflow efficiency, significantly reducing the time required for users to complete core tasks. Optimised Product Delivery: By streamlining the interface and data handling, we significantly improved the client's ability to deliver their product to their own customers with greater speed and accuracy. Competitive Differentiation: The modern UI and personalized experience provided a clear value proposition, allowing the product to stand out and compete effectively in the market. Summary The takeover and redesign of this system proved that even complex, data-heavy B2B projects can be made efficient and clear through strategic UX intervention. By focusing on role-based personalisation and intuitive data visualisation, we delivered a high-impact solution that balances technical robustness with a premium user 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Challenge & Strategic Alignment\nThe project’s goal was to modernise the HTA (Horticultural Trades Association) platform, the central hub for UK gardening and landscape professionals. The core challenge was an outdated interface that failed to promote valuable features, resulting in low engagement and poor data contribution across vital resources and benchmarking tools.\n\nGoals\n\nBusiness Goals: Transform the platform into an intuitive, high-value product that actively encourages member participation and streamlines access to industry data.\n\nStrategic Kickoff: I initiated and led a collaborative UX audit with the design team to identify platform pain points. Following this, I synthesised findings and took part in executive stakeholder workshops to define a product roadmap focused on active data contribution.\n\n\n2. Process, Team, and Design Phase\nThe project utilised a leadership model focused on team empowerment, where I oversaw the strategic direction while allowing the UX designer to take ownership of the design journey.\n\nRoles and Responsibility\n\nLead Designer: I was responsible for the end-to-end design strategy and presenting the product vision to executive stakeholders.\n\nTeam Members: The core project team consisted of myself (End-to-End Lead), a UX Designer, a Project Manager, a Frontend Developer and a Backend Developer.\n\nDesign Oversight & Empowerment: I provided guidance and oversight throughout the UX phase, allowing the UX designer to lead the creative execution while I ensured all outputs met the core strategic objectives.\n\n\nDesign phase and testing strategy\n\nInformation Architecture: I provided detailed guidance on simplifying the multi-step user onboarding flow for complex business and crop information.\n\nUserflows & Wireframing: I reviewed and refined the user flows created by the designer to ensure logical, low-friction progression.\n\nUI Design System: I led the development of a specialised UI design system by adapting an off-the-shelf UI kit to align with the HTA brand, ensuring the interface was both professional and accessible to all members.\n\n\n3. Execution & Goal-Driven Design\nThe execution delivered a professional, action-oriented experience that established a new standard for HTA’s digital tools.\n\nFoundational Systems\n\nAction-Oriented Dashboard: I oversaw the redesign of the core dashboard, which implemented card-based layouts to significantly improve feature discoverability.\n\nBespoke Design System: To ensure a rapid but tailored build, I adapted an off-the-shelf UI kit, evolving it into a comprehensive design system specific to the HTA brand.\n\nTechnical Feasibility: I maintained a focus on technical collaboration, ensuring the adapted components were optimised for a high-performance build.\n\n\n4. Measurable Impact & Results\nThe platform modernisation successfully repositioned the HTA hub as an essential tool for the horticultural industry.\n\nDirect Resulting Impact\n\nIncreased Workflow Efficiency: The strategic redesign of the interface and onboarding journeys resulted in a 15% increase in workflow efficiency.\n\nImproved Member Participation: The strategic shift toward results consumption directly encouraged higher levels of member engagement and data contribution.\n\nStreamlined Data Onboarding: By refining user journeys and simplifying complex flows, we reduced administrative friction for businesses reporting crop data.\n\nExecutive Alignment: Facilitating workshops ensured a clear product roadmap that aligned executive stakeholders with the long-term vision of the platform.\n\nSummary\nThe HTA project demonstrated how design leadership through oversight and empowerment can transform a legacy tool. 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