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crisis in demand, a gap in digital support GamCare's helpline saw a 17% spike in calls and chats in January 2023, with the cost-of-living crisis cited as a major driver. The organisation needed a scalable digital channel that could extend support beyond helpline capacity - something proactive, personalised, and trusted enough for a sensitive subject. Business Goals Empower individuals to self-manage their behaviour through goal-setting and urge monitoring, while providing a trusted, accessible digital channel that could scale independently of the helpline. Strategic Input Shaped the product strategy around three core life impacts - time, money, and wellbeing - using this as the structural backbone for the information architecture and feature prioritisation. Empathy and measurability had to be designed in from the start, not added later. Built on trust, tested by people with lived experience A lean team: frontend developer, backend developer, PM, and commercial director. The most distinctive part of the process was working directly with GamCare's Lived Experience team as our primary testers - people with first-hand knowledge of recovery who shaped the product through direct feedback. My Role Led design strategy and execution end-to-end - UX/UI, brand creation, and a Figma design system. Collaborated with an external agency on early UX research, then owned the full design phase from IA through to final components. 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