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Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/7d049990-14b4-4dee-8750-cef46fbca07a/Group+1000002851.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/09071a72-98c5-4a08-be67-834978809eb1/Frame+2147223616.png Work - Make it stand out Layout and specs https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/e15513e3-ebdd-49f9-84d5-abdc3cc861a2/Frame+382.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/851dca03-2ec0-4aca-91a2-a290398b659b/Screenshot+2025-09-11+at+14.57.07+1.png Work - Make it stand out New CTA exploration and Stress testing https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/19785f7a-44fb-4de3-9c54-f1f22cc41b62/Portal_03+1.png Work - Behind Primark’s new Design System & Brand Refresh In early 2024, Primark unveiled a refreshed brand identity to better connect with customers. This case study shows how the new identity came to life within the digital products, focusing on the Design System’s pivotal role and my continuous contribution leading and delivering scalable, accessible, and brand-aligned Design system. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/43cf0bc5-70e9-44e3-bc5c-3d1b7f379eff/Frame+2147223569.png Work - Make it stand out WCAG 2.1 AA complaint https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/541fe225-df31-491b-baac-998ebaa0e893/Group+1000002878.png Work - Make it stand out Character limit stress test for Internationalization https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603340308-JB1R18K4Y80GTH7W7Y82/Icon+colours.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603340321-XB54SN0XG31SDLNA81H3/Font_+semantic+toke+structure.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603341728-R8UD0NZV4UX19OQQBC1Y/Getting+Started+with+Color.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/9333481c-0a4e-4cc8-b425-adb7fa5a4bc0/Frame+2069.png Work - Cross-Stream Jams We run weekly jam sessions with design, content, and brand teams to share progress across streams. These sessions helped align messaging with visuals, ensuring that the refreshed identity came together seamlessly and consistently across products. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/20cecc3a-2f19-4783-ba3b-d623e7b1de66/ScreenRecording2025-09-19at11.53.59-ezgif.com-crop.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/61110b45-9252-4284-ad87-d0ed6c257828/ScreenRecording2025-10-02at14.24.08-ezgif.com-video-to-gif-converter.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/f9f34895-43ee-40e4-b025-737d2fd75d0a/Frame+2072.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/5e15a21f-f638-44c9-995e-d2ce11097077/new+1.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/e90d433a-2e2a-4f33-8674-c9a886add4b1/Frame+2147223615.png Work - Make it stand out Documentation included usage guidelines, do’s and don’ts https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/9e73cb0d-6fe9-4748-b06c-6ea6106cd0d1/Frame+2147223593.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/0c6eed64-156c-4c83-b794-0e628e0108a8/Frame+2147223578.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/89bb6de4-89f0-4d93-9a65-08b63ae001e6/Group+17782.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/a9e473cc-eb7e-4b3c-ac18-7f54300253c6/Frame+2068.png Work - Design system surgery UX team run weekly critiques to discuss UI decisions and uncover inconsistencies across platforms. These sessions not only highlighted gaps in the old system but also shaped a new approach to implementing the refreshed brand balancing visual impact with usability, accessibility, and a seamless user experience. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/5cec4b65-7173-4efa-978a-fabf3c11265f/new.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/bf91c570-d2c9-4024-a3ea-784ebeb8a07f/ScreenRecording2025-09-19at14.08.44-ezgif.com-crop.gif Work - App splash screen Motion exploration for CTA and spash screen fo https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/b4468467-242d-480d-a5ee-b68b94d9bc48/Frame+2147223570.png Work - Make it stand out Token Application in CTA Before and After of Checkout screen https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/ec644891-97cd-4975-a658-d82872021a68/Frame+2070.png Work - Sprint review We held biweekly sprint reviews with senior stakeholders and product owners, creating a forum to share progress, validate decisions, and gather feedback early. This ensured alignment across teams and gave product owners visibility into how design choices supported business and user needs. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/43cf0bc5-70e9-44e3-bc5c-3d1b7f379eff/Frame+2147223569.png Work - Make it stand out Button system rebuilt with clearer hierarchy, consistent state logic and accessible contrast ratios. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/19785f7a-44fb-4de3-9c54-f1f22cc41b62/Portal_03+1.png Work - Behind Primark’s new Design System & Brand Refresh In early 2024, Primark unveiled a refreshed brand identity to better connect with customers. This case study shows how the new identity came to life within the digital products, focusing on the Design System’s pivotal role and my continuous contribution leading and delivering scalable, accessible, and brand-aligned Design system. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/9333481c-0a4e-4cc8-b425-adb7fa5a4bc0/Frame+2069.png Work - Cross-Stream Jams We run weekly jam sessions with design, content, and brand teams to share progress across streams. These sessions helped align messaging with visuals, ensuring that the refreshed identity came together seamlessly and consistently across products. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/8df3a181-15dc-49f4-badc-3c3c0c3c8ddf/Screenshot+2025-11-24+at+12.22.56.png Work - Make it stand out Figma Analytics https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/19a3391a-38ce-4ab1-abe7-8fea153a831e/UX+team+workflow+2025.jpg Work - Make it stand out Team alignment workshop where I mapped the current design-production workflow to identify pain points and opportunities for systemisation https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/a9e473cc-eb7e-4b3c-ac18-7f54300253c6/Frame+2068.png Work - Design system surgery UX team run weekly critiques to discuss UI decisions and uncover inconsistencies across platforms. These sessions not only highlighted gaps in the old system but also shaped a new approach to implementing the refreshed brand balancing visual impact with usability, accessibility, and a seamless user experience. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/09071a72-98c5-4a08-be67-834978809eb1/Frame+2147223616.png Work - Make it stand out Layout and specs https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/6313dbb7-ab93-4f7a-ae3e-b6737b0b832b/Screenshot+2025-11-25+at+10.06.47.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/b4468467-242d-480d-a5ee-b68b94d9bc48/Frame+2147223570.png Work - Make it stand out Token Application in CTA Before and after of Checkout screen in App https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/7d049990-14b4-4dee-8750-cef46fbca07a/Group+1000002851.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/89bb6de4-89f0-4d93-9a65-08b63ae001e6/Group+17782.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/851dca03-2ec0-4aca-91a2-a290398b659b/Screenshot+2025-09-11+at+14.57.07+1.png Work - Make it stand out New CTA exploration and Stress testing https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/f9f34895-43ee-40e4-b025-737d2fd75d0a/Frame+2072.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/d126dacd-f4c2-4f46-962e-0c937602815b/Frame+2147223618.png Work - Make it stand out Before: - Discrepancy on product limitations to purchase - The error messages were not accurate leading to confusion - Cognitive overload in the scenario of multiple errors - User could not check size availability https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/72afd9ee-3ce9-491b-8a7f-338f45ccfc93/Frame+2147223617.png Work - Make it stand out Component structure https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/bf91c570-d2c9-4024-a3ea-784ebeb8a07f/ScreenRecording2025-09-19at14.08.44-ezgif.com-crop.gif Work - App splash screen Motion exploration for CTA and spash screen fo https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/541fe225-df31-491b-baac-998ebaa0e893/Group+1000002878.png Work - Make it stand out Character limit stress test for Internationalization https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/5cec4b65-7173-4efa-978a-fabf3c11265f/new.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1763985628663-6XFTNGBB7M4LILZ0FJN7/Screenshot+2025-11-24+at+12.00.08.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603340308-JB1R18K4Y80GTH7W7Y82/Icon+colours.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603340321-XB54SN0XG31SDLNA81H3/Font_+semantic+toke+structure.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1757603341728-R8UD0NZV4UX19OQQBC1Y/Getting+Started+with+Color.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/f8870395-a29b-4064-b9db-a5724aab03a5/Frame+2147223582.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/72955f30-8dda-48c5-ad05-61f78850e911/Screenshot+2025-11-24+at+12.14.41.png Work - Make it stand out Design system integration in quarterly planning https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/e15513e3-ebdd-49f9-84d5-abdc3cc861a2/Frame+382.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/2ca842b3-50b0-46e3-a097-0940059a9f2b/Frame+2147223583.png Work - As is Redesigned workflow model that aligned designers, engineers and PMs around a new, system-driven way of working https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/ec644891-97cd-4975-a658-d82872021a68/Frame+2070.png Work - Sprint review We held biweekly sprint reviews with senior stakeholders and product owners, creating a forum to share progress, validate decisions, and gather feedback early. This ensured alignment across teams and gave product owners visibility into how design choices supported business and user needs. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/307a3ea7-bff8-4292-8797-8630bb789143/Screenshot+2025-11-24+at+12.40.57.png Work - Make it stand out Buttons Audit: Oscar had 182 variants of the buttons without usage documentation https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/96ed24dc-dcdc-458f-8d90-fa20567cadc8/Frame+2147223578.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/7d049b70-efc6-4be0-9ab4-c726261142b4/Screenshot+2025-12-16+at+09.26.19.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/e90d433a-2e2a-4f33-8674-c9a886add4b1/Frame+2147223615.png Work - Make it stand out Documentation included usage guidelines, do’s and don’ts https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/5e15a21f-f638-44c9-995e-d2ce11097077/new+1.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/20cecc3a-2f19-4783-ba3b-d623e7b1de66/ScreenRecording2025-09-19at11.53.59-ezgif.com-crop.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/c6981161-3245-4a89-9057-280fe90343f5/Frame+2147223619.png Work - Make it stand out After- User testing: - All users now have clarity on the availability - 61% of users understand size out of stock without error messages - 93% of users indicated that they could only buy 20 items due to disabled grey UI update https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/61110b45-9252-4284-ad87-d0ed6c257828/ScreenRecording2025-10-02at14.24.08-ezgif.com-video-to-gif-converter.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1583264199704-AMMT1LJGFVQELE6JX0J2/banner.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1583264448085-9X7RAZ7XZW5GSLCJR3U1/banner.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1583264540508-W9PYKTKHI646GPKVXVJA/Artboard+Copy+2.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1617814989929-OATSC6S9OGMWMVYJ8NSW/Banner.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1618775309300-I8EG18OBDNJG39B11WHY/Frame+12.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1618832277223-ST2HAVTP98I8RQYIM5OT/Frame+13.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1620468999488-1MHRX3Q00FFXDXI7HOWX/Frame+373.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1642938427191-TDZ1UNWNE84J42I8PJ7F/Frame+381.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/33dea204-ca82-48cc-9d31-a891e065bd22/Primark.png Work https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/33dea204-ca82-48cc-9d31-a891e065bd22/Primark.png Work https://www.piyush.uk/new-folder daily 0.75 2023-01-21 https://www.piyush.uk/about daily 0.75 2025-11-17 https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1582565419109-52P3BU5AZG0R69KFK989/DSC_9956-Edit.jpg About https://images.squarespace-cdn.com/content/v1/5e4c557c7df2d837c67674d2/1674301861428-6THSRLY0B51OC22AAMNZ/Clients.jpg About https://www.piyush.uk/contact daily 0.75 2020-02-27