I'm Dan George.
I make the complicated simple.

• Research / UX Analysed existing banking experiences and benchmarked authentication and recovery journeys to identify usability improvements, customer friction and opportunities to reduce unnecessary support contact. Figma · FigJam
• UX/UI Designed secure authentication and account recovery journeys, including Day 2 login, biometric authentication, forgotten User ID and account verification. Mapped complex decision points, failure states and alternative recovery paths across web and mobile. Figma
• UX/UI Designed notification centre and digital inbox experiences across web and native mobile, covering message categorisation, filtering, notification preferences, payment alerts and progressive disclosure of customer information. Figma
• UX/UI Developed card management journeys covering lost, stolen and damaged cards, replacement requests, card freezing, PIN access and card details — including cross-channel interactions where sensitive actions require authentication within the mobile app. Figma
• UI Created responsive web and native mobile designs using Nationwide's established React and React Native component libraries, applying consistent interaction patterns, responsive layouts and accessibility standards across devices and screen sizes. Figma · Design systems
• Leadership / UX Collaborated with Product Owners, Business Analysts, Engineering and design teams to resolve complex business and technical requirements. Produced end-to-end user flows, interactive prototypes and high-fidelity designs to support stakeholder decisions and development handover. Figma · FigJam
• Accessibility Applied WCAG principles, inclusive interaction patterns and design-system standards throughout, with particular consideration for error prevention, recovery guidance, clear content and consistent cross-channel experiences.

Project 1: Abu Dhabi Department of Municipalities and Transport

• Service design Led the UX/UI design for the OneHub Portal, redesigning a legacy government platform supporting 150+ citizen and business services. Figma
• UX Worked alongside UX Engineers, Business Analysts and Account Managers to define and create responsive web wireframes. Figma
• Content / UX Delivered end-to-end application journeys for 10 government services, simplifying complex forms, policy rules and service content into clear digital interactions. Figma
• Governance Built the OneHub Design System using TAMM guidelines, token principles and reusable content and design patterns to support consistency across government services. Figma
• Leadership Led a small team of designers, orchestrating Figma delivery, design governance, stakeholder reviews and handoff to third-party development teams. Figma · FigJam

Project 2: KHDA Dubai (Department of Education)

• Research Worked alongside researchers to create as-is and proposed service maps for students, parents, educators and education providers. Figma
• Learning experience Created prototypes, content structures and complex journey flows for learner services, course guidance, career pathways and AI-assisted recommendations. Figma · Claude AI
• Design system Built the new KHDA Design System, extending Dubai Design System guidance with reusable components, templates and accessible patterns for portals and mobile. Figma
• Leadership Delivered the experience strategy for the KHDA Learners Passport, a key E33 learning initiative sponsored by the Director General.
• AI guidance Designed AI-assisted learning guidance to help students discover personalised learning pathways, courses and career opportunities through natural-language prompts.

• Research Worked alongside the User Research Lead to run multiple broker-specific sessions testing complex forms. UserZoom
• UX Prototyped form interfaces with complex logic in Axure RP to prepare design iterations for user research sessions. Axure RP
• UI Evaluated and critiqued existing form interfaces and design decisions, recommending optimised ways of presenting the same information based on research, accessibility guidelines and evaluations. Figma
• UI Built components and templates within the tokenised mortgages design system, documenting and presenting newly proposed design work to the Chief Product Owner. Figma
• Leadership Collaborated with Business Analysts and Product Owners to scope requirements.

• Research Built detailed Miro boards for benchmarking, research and golden user journeys, with integrated Figma mobile app visuals for client working-group collaboration and sign-off. Miro
• Leadership / UX Ran interactive visual user journey sessions in Miro with senior stakeholders, building strong relationships to accelerate decision making. Miro
• UI Responsible for the UI delivery of mobile app and desktop screens for the Fixed Term Deposit wealth management product, alongside the critical new customer onboarding journey. Figma
• UI Delivered right-to-left (RTL) mobile app and desktop designs in Arabic, integrating Lokalise into Figma. Figma · Lokalise
• UI Built components and templates within the tokenised central design system, documenting and presenting proposed design work — with research and rationale — to the client Centre of Excellence for approval and publishing. Figma
• Leadership Worked to a strict internal and client sign-off process, navigating design and business challenges against very tight timelines.

Onboarding and Nurturing Key Journey Apr – Jun 2024

Led the UX work defining how ICAEW increases continuous engagement across the lifecycle of its students and members, through onboarding services and pathways that foster positive, nurturing behaviours.

Impact For the first time, the Pathways and International journey was mapped at a level of detail that exposed its gaps, with prioritised recommendations for the highest-impact design and process upgrades.

• Research Built a UX hierarchical framework showing how audiences, owned and non-owned digital and human assets, and touchpoints shape the experience at any point in the journey. Excel
• Research Identified and interviewed key internal stakeholders involved in onboarding and engaging target audiences through their journey. Excel
• Research Surveyed stakeholder groups on how their teams, and the organisation as a whole, could improve onboarding and nurturing activities. Typeform
• UX Built a multi-tiered view of how every human and digital touchpoint ties back to the value proposition, and the tactics involved in those interactions. Mural
• UX Mapped the end-to-end journey for the Pathways to Membership audience (people joining from another accounting body), showing inconsistent digital assets and disjointed processes that left people lost and confused. FigJam

Student to Member Transition 9-week contract · Oct 2020 – Jan 2021

Devised a strategy for ACA students to build stronger brand affinity throughout the three-year course, improving post-qualification membership conversion.

• Research Interviewed the Student Support team and existing and newly qualified ACA students. Face to face
• Research In-depth research into current processes, communications and engagement throughout the three-year course. Keynote · Excel · Lucidchart
• User testing Ran user testing with students to uncover current behaviours, setting tasks around common content requests, and documented journey personas outlining current frustrations. Face to face
• UX Created a moodboard showing how brands use affinity and emotion to connect with users, with Spotify as a strong example. Sketch
• UX Mapped the student journey and key touchpoints, with recommendations for improved communications and engagement through a student mobile app. Lucidchart
• UI Designed mid-fidelity mobile app screens showing the student experience across the three-year course, through to payment and full membership. Sketch
• Leadership Presented the strategy to senior leadership, selling the concept of brand affinity tied to the mobile app experience. Keynote

Unified Account 9-month contract · Mar – Nov 2019

Led the research, UX and UI for a key assignment to enhance the ICAEW account experience.

• Research Interviewed internal staff and members at different stages of their careers. Face to face
• Research Analysed current processes, member offerings, engagement triggers, communications and content. Excel · Keynote
• User testing Ran and documented user tests, setting members tasks tied to the account experience and career development. Face to face
• UX Developed the concept of "Mia", an ICAEW assistant bot engaging members through the website and mobile app, and introduced a mentor/mentee concept to better connect the community. Sketching · Sketch
• UI Produced five sets of mobile-first wireframes and concept designs, one for each member type. Sketch
• Leadership Presented the concepts to the C-suite. The project was approved but halted due to Covid-19. Keynote

Universal Header and Navigation Sept 2017 – Aug 2018

Led the project bringing the family of ICAEW websites under one common header and menu experience on icaew.com.

• Research Audited and mapped 100+ ICAEW web, mobile and social assets to understand the landscape and how menus were being used. Excel
• Research Ran card-sorting and IA workshops with every ICAEW.com menu owner to map proposed structures and labelling — bringing Jobs and Careers together on an agreed path for the first time.
• Research Interviewed key internal stakeholders on their perception of the menu and where improvements should be made.
• User testing Planned, ran and documented user tests with key member audiences alongside the Research team. Camtasia
• Leadership Presented the Universal Header project at the ICAEW Digital Conference. Keynote
• UX Mapped and presented the information architecture of the proposed menu to Digital Leads and Product Owners. Keynote
• UX Sketched, then wireframed, interactive design concepts for the new menu. Balsamiq · Sketch
• User testing Ran external testing with members and the public on their interpretation of the menu layout and labelling. WhatUsersDo
• UI Ran sessions with the development team on interaction expectations and how to build them, then delivered UI designs for handoff. Sketch · Zeplin
• Delivery Design lead for the Agile project — wrote acceptance criteria as JIRA user stories, ran design QA each sprint, and adapted the UI with developers when technical issues arose. JIRA · Confluence
• Delivery Installed analytics and survey tools for post-launch analysis. Google Analytics · Hotjar

Other ICAEW projects

• Find a Chartered Accountant Researched and developed design concepts for find.icaew.com, aligning it to the pattern library and simplifying the search filter experience.
• Pattern library design system Accelerated the core UI templates and components project, specifying mobile-ready promotional and article templates for the Sitecore CMS team and building new elements and symbols for the ICAEW Sketch pattern library.
• ICAEW.com templates Delivered the UI design for the Technical Resources hub template, collaborating with technical and content groups and running three rounds of testing. WhatUsersDo

Research & strategy

• Analysed historical materials, platform data and previous research, highlighting cultural, educational, workflow and technical pain points.
• Ran workshops at the Cannon Street office with key risk stakeholders and business leads to map current risk management processes and highlight key process failures.
• Developed a UX strategy and presented it to the C-suite (COO, CFO, CRO) and steering committee leadership. Mural · Keynote
• Audited risk across the Fidelity digital ecosystem — culture, existing pathways, consistency of language and risk processes — and delivered recommendations. Mural

UX & leadership

• Led a team of five researchers and designers to deliver the Risk Management project.
• Devised a new set of UX/UI and accessibility principles for all internal platforms to support vendor selection. Excel
• Worked closely with the Product Owner and Process Optimisation team to bridge the design knowledge gap for recommendations going to the development team.
• Presented "UX for Internal Applications" to the C-suite, advocating UX practice and its alignment with Fidelity's corporate values.

User testing

• Built a list of 200 global and local business users as a foundation for workshops, interviews and testing. Excel
• Devised real-world medium/high-risk scenarios to test dynamic risk submission forms — 10 rounds of UserZoom testing with 50 users, including a mid-fidelity form built to ServiceNow Employee Centre standards and a low-fidelity prototype with 60 dynamic outcomes. UserZoom · Axure
• Built persona documentation and presented findings to the General Counsel leadership team and Product Owner. Mural · Keynote

UI design

• Created a service design blueprint defining the ideal path for key tasks across human, technology, data and communication touchpoints. Mural
• Designed high-fidelity screens aligned to the Global Design Standards and the constraints of ServiceNow, MS Teams and AI chat. Sketch
• Delivered business and functional requirements documentation for handoff to the development and ServiceNow teams. Adobe InDesign

• Research Interviewed the CEO, Chief Medical Officer and other service providers to identify requirements and known UX/CX challenges in the industry.
• Research Ran a heuristic evaluation of all digital assets and interviewed stakeholders and the operational team.
• UX Mapped the proposed end-to-end journey covering all human and technology touchpoints across five stages. Mural
• UI Recommended design changes to the existing infrastructure, balancing development timing and technical constraints across front-end and back-end low-code web applications and online marketing assets. Sketch · InVision
• Delivery An integral part of the development sprints, leading design QA. JIRA

• Leadership Worked alongside the co-founders to set the product strategy and vision, building a roadmap to deliver the beta MVP and then expand to the full product.
• Research Ran IA/UX brainstorm workshops in Annapolis with internal team members, former traders and commercial business owners to understand requirements and the "one-click contracting" process.
• User testing Ran four rounds of usability testing with internal team members and an external focus group for each of the four web applications.
• UX Developed interactive conceptual wireframes for user testing and internal stakeholder approval. InVision
• UI Designed data dashboards and one-click contracting screens for the client, supplier and admin dashboards, for handoff to offshore development teams. Photoshop · Sketch
• UI Created and documented an atomic design library for rapid wireframing and prototyping. Sketch → Figma
• Delivery Design lead for the Agile project — wrote acceptance criteria as JIRA user stories, ran design QA each sprint, and adapted the UI with developers when technical issues arose. JIRA · Confluence

• Research Interviewed recovery centre owners and clinicians about the challenges of remote and in-person recovery.
• UI Extended inherited UX wireframes and built UI for the mobile app (remote treatment) and on-screen video conferencing (in-person and remote group sessions), aligned to the brand guidelines. Sketch · InVision
• UI Created offline patient onboarding and partner telehealth reimbursement guides. Sketch · Keynote
• Delivery Worked with offshore development teams to take the designs to production, and ran post-release usability testing. JIRA

• Stakeholders Worked with Brand and Marketing Directors, leading workshops, producing high-quality UX documentation and building a "reason to believe" in local markets limited by budget and compliance restrictions.
• Clinical trials Led the operational and UX design for a clinical trial patient-retention solution for a $300m trial, designed to scale and targeting cost savings in excess of $50m.
• Content & delivery Content lead and Agile Scrum Master for the Global Healthcare Professional Portal, developing content frameworks, epics and user stories for delivery into Adobe AEM. JIRA · Confluence · AEM
• Content strategy Built reusable global content libraries and standards for global and local marketing teams, improving consistency and reducing duplicated effort.
• Localisation Led translation and localisation workflows, reducing market delivery costs while improving the speed and quality of multilingual healthcare content.
• Delivery Led the end-to-end UX delivery of 30+ digital projects in 2016, including HCP portals in China, Russia and Switzerland, and supported the multi-million-dollar US launch of the respiratory drug Bevespi.

• Creative Designed web, email and mobile concepts for teams in the US, UK, Belgium, France, the Netherlands and China.
• Standards Built creative, IA, UX and email standards documentation for the platform.
• UX & creative UX and creative lead for the Global Digital Delivery (GDD) group website — leading stakeholder whiteboard sessions, building personas and key journeys, wireframing optimal layouts and content strategy, then developing the creative designs. Balsamiq
• Quality Quality gatekeeper for UX delivery across all technical and creative workstreams, including formative and summative UX testing of templates and components in Adobe AEM. Adobe AEM
• Mentoring Managed, mentored and inspired UX thinking in client stakeholders and 100+ team members through regular UX forums and Digital Marketing Forums for local market leaders.

• Delivery Delivered 100+ web, email and digital campaign projects for AstraZeneca using SDL (formerly Alterian) and SharePoint CMS.
• End-to-end design Led design delivery end to end — user flows, wireframing, prototyping, research, creative design and UI specifications — grounded in user-centred and multi-platform design, and advised on multi-channel marketing campaigns in the UK, Italy and Belgium.
• Mentoring Mentored and guided offshore resources on best-practice design methods and set client expectations.