Led design & tech across UX, art direction, front-end development and backend architecture
Blended creative design with technical precision, using code and database logic to deliver a seamless user experience
Brief
- Create a 4–5 min onboarding video page
- Cover transfers, policies, relocation support
- Needed a solution that was smart, relevant and sustainable
Problem
- Relocation kick-offs drained hours and HR was swamped
- Original plan = static, generic videos → outdated fast
- Needed personalised, data-driven onboarding
- Strict compliance meant: no authentication, custom solution only
Process
- Research + prototyping uncovered critical complexity
- Mapped 79 personas, stress-tested with stakeholders + GenAI
- Blended shared + unique content, so each user only saw what mattered
- Balanced performance with a truly personal experience
Path
Discover
Research and prototyping uncovered dozens of edge cases
Multiply
Personas exploded into 79 unique journeys, each with overlaps and quirks
Balance
The challenge: serve only what mattered, without overwhelming users or breaking the system
Build
Iterated toward a dual solution: a dead-simple admin panel + seamless personalised video app
Breakthrough
What looked unfixable boiled down to a tagging problem: how to match users to their story without logins. The “aha” was using URL parameters. With one admin panel to encode links, users landed on the right content instantly — no friction, no fuss, just personalisation that worked
"Ian was able to simplify complexity into workable solutions, making collaboration easy, which is exactly what allowed us to achieve such an impact."
Deliverables: service design to align UX flows with HR operations and internal tools
Smart personalisation
Targeted content delivered dynamically, shaped by user needs and context
Admin experience
HR team could spin up onboarding flows in seconds via internal panel
Seamless user flow
Personalised video journeys delivered via a consistent UX pattern
System tracking & insight
Embedded analytics revealed what worked, across people, content and timing
Results
Personalisation at scale, saving time and building trust
2,000+ HR hours saved
Automated onboarding → freed staff from repetitive admin
79 unique personas
Tailored journeys → faster, more personal onboarding experience
100% positive feedback
Employees rated the platform highly → smoother relocations, less friction
Learnings
Smart data and clear journeys weren’t just design and technical fixes: they reshaped the experience
Smart data
Clean data + code can make even complex needs feel simple and human
Flip approach
Next time, tag videos by persona for lighter maintenance
Resilience
System handled complex use cases smoothly, proving scalability
Stakeholder insight
Data revealed hidden opportunities
Tools used
