evoke

Working with AI-driven solutions to personalise user journeys within the promotions area and to optimise internal workflows. This includes developing tools that enhance employee efficiency and leverage LLM technology to generate dynamic, context-aware copy at scale.

One of my favourite aspects of working with major consultancies and embedded teams, especially within large banks, has been gaining a deep understanding of payment technologies and the business strategies driving them. At Evoke, I led the redesign of the payment section, which processes millions of pounds every weekend, ensuring user security and transparency. A key challenge was the high abandonment rate at checkout. My role focused on retaining users through completion and implementing design strategies to increase average checkout value, leveraging thoughtful design and tailored, context-sensitive suggestions.

With the primary objective of customer retention and acquisition, the promotions area is one of thee key division of the company and the main focal point as aqcsition. My role was to increase the conversion of new users by developing design strategies in collaboration with stakeholders, aimed at attracting more customers. By leveraging promotions and relevant context—such as major events of the week or month—the main strategy for this product area focused on utilising context and design to drive user acquisition.

My role with the design team involved supporting the development of a multi-branding and multi-language system for the holding company. This included assisting with design analysis, mapping design elements across all the companies and brands within the group, and conducting design audits across the brands. This work enabled the creation of a consolidated and coded design system. My primary focus here is on supporting the design team with the core product.

With my extensive knowledge in the financial sector, one of the areas where I was able to dedicate was in user document verification—an essential area for the gambling industry. This involved verifying and validating documents for both new and existing users, thereby ensuring the company’s credibility on both sides and providing greater security for the user.

Evoke PLC is a global leader in the sports betting and gaming industry, owning and operating some of the world’s most recognised and trusted brands. With a portfolio that includes William Hill, 888casino, 888sport, 888poker, and Mr Green, Evoke delivers premier entertainment experiences to millions of customers worldwide.

Development of an AI-powered feature for Google My Business, enabling business owners to streamline profile management, analyse customer feedback, and identify behavioural trends. 

The project involved modernising multiple dashboards within a unified NHS platform to align with the updated Design System. With the previous design spanning over a decade, significant updates were necessary. Workshops with NHS stakeholders identified key areas for improvement, ensuring the redesign enhanced user journeys. Design elements from the NHS Design System were seamlessly integrated into the new workflows, improving usability and ensuring consistency across the platform.

Truphone is a global mobile network operator specializing in seamless connectivity for travelers and businesses. Leveraging innovative eSIM technology, it enables users to switch between multiple mobile networks without the need for physical SIM cards. Truphone’s offerings include international data plans, mobile device management, and secure, reliable global communication solutions.

Carrefour is one of the largest supermarket chains in France, with operations worldwide. In South America, in addition to its supermarket operations, Carrefour offers a credit card designed for users with limited financial resources. The project aimed to expand this offering into a full everyday account and credit card solution, enabling users to manage their daily transactions—such as salary deposits, prepaid phone top-ups, and public transport card recharges.

GK is the largest product holding company in Jamaica and Central America, where it operates from food products to financial products. With significant market share in Europe and North America.

Bradesco is the biggest Brazilian bank. Long-established, its goal is to attract new clients from younger generations that haven’t yet opened a bank account. As a mean to accomplish that, their strategy was to release a new brand to target younger audiences that hadn’t yet related with the brand. Therefore, the main goals were: attract and target younger audiences / enable access to a financial institution.