I'm Dan George.
Driving design thinking through AI.

• UX/UI Designed login, biometrics, Day 2 login and User ID recovery, including decision points, failure states and alternative recovery paths across web and mobile. Figma
• Research / UX Benchmarked authentication and recovery journeys to reduce customer friction and avoidable support contact. Figma · FigJam
• UX/UI Designed the notification centre, digital inbox and card management (lost, stolen and damaged cards, freezing, PIN access), including cross-channel steps that require in-app authentication. Figma
• Design system Designed within Nationwide's established React and React Native component libraries, and contributed new components to the existing child libraries. Figma · Design systems
• Engineering collaboration Mapped security constraints and exception paths with product, BAs and engineering, producing accessible (WCAG) prototypes and high-fidelity designs for handover. Figma · FigJam

Project 1: Abu Dhabi DMT — OneHub Portal

• Service design Redesigned OneHub journeys spanning 150+ citizen and business services, including end-to-end application journeys for 10 services that turned complex forms and policy rules into clear interactions. Figma
• Design system Built the OneHub Design System from the ground up — tokens, components, templates and accessible patterns for web and mobile, informed by Abu Dhabi TAMM guidelines. Figma
• Leadership Led a small design team through Figma delivery, design governance, stakeholder reviews and handoff to third-party development teams. Figma · FigJam

Project 2: KHDA Dubai — Learner Portal

• AI guidance Designed an AI-assisted, natural-language guidance experience for the KHDA Learner Portal, helping learners explore courses and career pathways. I built the prototypes to support four rounds of testing with educators and school administrators (6–8 participants per round). Development was paused due to budget constraints. Figma · Claude AI
• Learning experience Designed Learner Portal journeys, information architecture and personalised learning pathways, and the experience strategy for the Learners Passport — an E33 initiative sponsored by the Director General. Figma
• Design system Built the KHDA Design System from the ground up, extending Dubai Design System guidance with reusable components, templates and accessible patterns for portals and mobile. Figma
• Leadership Established discovery and UX validation practices, worked with researchers on current and future service maps, and coordinated a team of five designers. FigJam

• Research Worked with the User Research Lead to run broker-specific testing of complex application forms. UserZoom
• UX Prototyped forms with complex conditional logic in Axure RP to prepare design iterations for research sessions. Axure RP
• UI Re-evaluated existing form patterns and recommended clearer ways to present the same information, based on research and accessibility guidance. Figma
• Design system Extended the Project MAX Figma design system with reusable, responsive components and templates aligned to Santander standards, presented to the Chief Product Owner. Figma
• Mentoring Mentored a fellow designer on component structuring.

• Product design Led the fixed-term deposit journey end to end, using iterative Figma prototypes and stakeholder feedback to clarify product information and interactions. Figma
• Research / leadership Built Miro boards for benchmarking, research and golden journeys, and ran visual journey sessions with senior stakeholders to speed up decisions. Miro
• UI Delivered right-to-left (RTL) Arabic designs for mobile and desktop, integrating Lokalise into Figma. Figma · Lokalise
• Design system Contributed new components to the existing React-based mobile design system, presenting them with research and rationale to the Centre of Excellence, and collaborated with engineers on implementation. Figma

• Research Built a UX evaluation framework, interviewed internal stakeholders and surveyed teams on onboarding and nurturing. Excel · Typeform
• UX Mapped the end-to-end Pathways to Membership journey for people joining from other accounting bodies, exposing inconsistent assets and disjointed processes, with prioritised fixes. Mural · FigJam

Earlier ICAEW contracts

• Universal header & navigation Audited 100+ assets, ran card-sorting workshops and led design QA through build. Menu activity on ICAEW.com quadrupled within 12 months. Sketch · JIRA
• Unified account Research-led, mobile-first concepts for five member types, approved by the C-suite. Sketch
• Student to member Brand-affinity strategy and mobile app concept for ACA students. Sketch

Users and problem

• Business users across global and local teams were logging risks through inconsistent, hard-to-understand processes. Workshops at the Cannon Street office and an ecosystem audit mapped where the process broke down. Mural

How research changed the design

• Finding In a regulatory-breach scenario, one participant misclassified the event because "we haven't caused them any problems" — they didn't recognise a breach without visible customer impact, and asked for the terminology to be simplified and linked to the events. UserZoom
• Iteration I revised the prototype three times — responding to testing feedback, and realigning to the technology direction once ServiceNow was selected as the vendor. Participants described the revised flow as "not overwhelming and daunting… we will get more engagement." Axure

Key design decisions

• A dynamic risk-submission form with 60 outcomes that adapts to the type of risk, built to ServiceNow Employee Centre standards, and a service blueprint across human, data and system touchpoints. Axure · Sketch
• UX/UI and accessibility principles for all internal platforms, used to support vendor selection. Excel

Delivery and leadership

• Wrote business and functional requirements for the ServiceNow and development teams, working closely with the Product Owner and Process Optimisation team. InDesign
• Presented the UX strategy and "UX for Internal Applications" to the COO, CFO and CRO. Keynote

Organising complex information for decisions

• Dashboards Designed portfolio- and customer-level dashboards that let enterprise users understand energy spend, usage and contract status at a glance, with AI-driven projections of future spend and usage. Sketch → Figma
• Pricing reports Created industry-first pricing reports combining market data with AI market analysis.

Research and design system

• Research Ran IA workshops with former traders and commercial business owners, and four rounds of usability testing for each platform. InVision
• Design system Built the Zentility design system from the ground up — an atomic component library moved from Sketch to Figma. Sketch → Figma

Through to delivery

• Delivery Wrote acceptance criteria as JIRA user stories, ran design QA every sprint with offshore engineering teams, and redesigned around technical constraints as they arose — taking designs through to release, not just handoff. JIRA · Confluence

• Developed a governed content library with reusable components, templates and multilingual content standards.
• Simplified complex medical and regulatory information into accessible, user-centred experiences, supporting global launches and localisation. Adobe AEM

• Built creative, IA, UX and email standards, and mentored 100+ team members and client stakeholders through regular UX forums. Balsamiq · AEM

• Led design delivery end to end — user flows, wireframes, prototypes and UI specifications — and mentored offshore designers. SDL · SharePoint