Mission

• Design & Tech Lead (UX Design, Art Direction, HTML5 Development & Backend Architecture) Design Lead: UX, art direction, co-creation and project management
• Led both the creative and technical aspects of the project, balancing intuitive design with robust coding and database logic

Brief

Create a short welcome video (4–5 minutes) to guide staff through the essentials of their upcoming transfer: covering next steps, key policies, and the relocation support available to them

Problem

The original concept was to create four or five static videos on a webpage, letting users choose the one that applied to them. But this was clunky, impersonal and, frankly, lazy

The user needed a smart, data-driven solution that would feel personal and human, something that would show only relevant content, and do it seamlessly. Oh, and this would have to be a bespoke end-to-end solution due to compliance and security constraints, and the client wanted no user authentication

Process

Began with research, prototyping and testing, which quickly led to headaches and Excel fatigue, while highlighting the wide variety of use cases. This led to the creation of multiple personas, and a big shift in the brief. Eventually, we had 79 distinct personas, with many overlaps and shared needs

The challenge became how to serve each user the right mix of shared and specific content, without overwhelming the system (or the user)

Deliverables

The real lightbulb moment came late one night, when I realised we could use URL parameters, just like in Google ads, to trigger the correct content. That single insight made the whole system smarter, cleaner and massively easier to maintain ✨

The final solution had two parts:

• For the client, a dead simple admin panel, so anyone could create a custom onboarding journey in seconds
• And for the user, an intuitive web app to deliver the personalised onboarding video experience

Each user only saw the content that applied to them, and all interactions was tracked, giving stakeholders clear insight into what was being watched, and when

Learnings/ outcomes

This project was a great reminder that with a solid database and some clean code, you can bring almost anything to life, and make it feel simple and human.

If I were to do it again, I’d consider flipping the structure: tagging each video with its relevant personas, rather than generating links per user. It might be a heavier initial lift but it could hand more control to stakeholders for future updates

Tools: Figma, Tumult Hype, Premiere, AfterEffects, Vimeo, Excel, Visual Studio Code, Firebase and WordPress

Team: I worked as Design & Tech Lead alongside a dedicated video editor in a small, cross-functional team

“This was a premium, personalised experience” – A Happy User