UX / UI
Web
Unlock a new growth channel by launching a brand-new referral scheme for the UK. This required building a seamless web-to-email journey that met strict financial regulations while maintaining a simple, human user experience.
A new web referral scheme for the UK market. It delivers a seamless end-to-end journey across web and email touchpoints, allowing users to invite friends with ease while ensuring full regulatory transparency and reward clarity.
I led a cross-collaborative journey mapping workshop to define and prioritise our MVP user stories. We focused on mapping out the macro experience while using the session to document our "riskiest assumptions" to validate.
By surfacing these strategic and technical unknowns early, we built a level of shared ownership and clarity that set the foundation for the entire project.
To ensure the new scheme felt intuitive, I conducted a deep competitor analysis into familiar patterns, referral methods, and tone of voice.
I translated these insights into a definitive requirements document that acted as our source of truth. I then personally designed the high-fidelity web journeys, ensuring they were fully responsive while working with engineers to define how the rewards would be triggered and tracked.
I ran the usability testing sessions myself to validate the prototypes I’d built, using Gemini to synthesise hours of recordings into actionable themes. Throughout this phase, I regularly synced with the studio team to ensure the web landing page remained perfectly aligned with their email comms in both visual design and tone of voice.
This direct line from testing to execution meant we could translate user feedback into a refined cross-channel experience almost as fast as we were uncovering it.
By owning the design from the first workshop to the final handoff, we successfully launched the scheme to the UK market ahead of schedule. The feature hit its acquisition target and is now a permanent pillar of the business’s growth strategy.
The "discovery-first" framework I established is now the internal benchmark for how all multi-squad teams at Capital One collaborate.
Drop me a quick message to kick off the conversation, I'd love to explore how I can bring your product vision to life!