Led the design, governance, and evolution of BAgel — British Airways' design system comprising 78 components and 11 patterns, serving 30+ designers across the organisation. Achieved 100% adoption among BA designers, with expansion now underway across BA Holidays, in-flight entertainment, and other business areas.

British Airways • 2025

Led the redesign of British Airways' FAQ page, restructuring content architecture and surfacing the top 5 most-searched queries to reduce friction. The redesign contributed to a 23% reduction in contact centre queries and a 44% drop in bounce rates, helping customers find answers faster while lowering support costs.

British Airways • 2024

I led the end-to-end redesign of the company’s Help Centre experience, launching a net-new experience in under 4 months. The redesign achieved 100% accessibility compliance, increased user engagement by 24%, and reduced page abandonment by 55%.

British Airways • 2023