Foolproof is an experience design agency specialising in digital products and service design. I worked on a huge number of projects for global brand names during my time with the company. I was promoted to Senior UX Designer in 2013 and led a series of smaller, tactical projects whilst playing an active role in the new business team to support pitches, both in the UK and internationally.
UEA Research - photo credit Rob Sterry

University of East Anglia

Project Duration: 6 weeks
Role: UX Design

The University of East Anglia (UEA) uses the ‘Blackboard’ platform as the primary intranet to facilitate staff and student conversations. As part of their continuous improvement in communications, the marketing department wanted to better understand the communication needs of staff and students at the university.

Rob Sterry and myself conducted a series of guerrilla research sessions with students on campus and more formal qualitative interviews with faculty members. From these, we devised a set of design concepts to inform the future of communication at UEA.

The team included: 
Rob Sterry - UX Research
Neil Pawley - QA
Sketches - credit Jude Gay

Domino's UK

Project Duration: 4 months (2013)
Role: Interaction Design

Foolproof, as Domino’s experience design partner, were brought onboard to redesign the user interface for Domino’s website for UK, German and Swiss markets. The project objective was to increase online conversion rates, with a particular focus on mobile sales whilst delivering an improved, cross-platform consistent digital experience.

As design lead, I worked closely with the research team to understand the nuances of the international markets within the home delivery context. Going through an iterative design process to constantly validate the design proposals at every step.

Outcome: An increase in online and mobile generated sales. Online sales accounted for over half of all deliveries (55.7%), and nearly a fifth (19.7%) are now made through a mobile device. Double the rate in 2011.

The team included: 
Nicole Harlow - UX Research
Jude Gay - Visual Design
Fahad Shilagh - Project Manager
Sketches - credit Jude Gay


Project Duration: 6 months (2012)
Role: UX and Visual Design

Foolproof supported Shell in shaping and transforming its platforms, business processes and culture to reflect a more customer-centric approach.

I was one of four UX Designers on a six month project, as part of a larger engagement to condense and redesign multiple B2B platforms under one new brand.  My responsibilities included facilitating international stakeholder workshops, creating and validating design patterns, devising a new style guide and working closely with other members of the design team to validate customer journeys using live-sketching within remote research sessions.

The Foolproof team included: 
4 x UX Designers, 2 x UX Researchers and 2 x Program Managers
Sketches - credit Jude Gay