ABOUT

COMBINING STRATEGY WITH SYSTEMS-THINKING TO ACHIEVE GREAT UX

COMBINING STRATEGY WITH SYSTEMS-THINKING TO ACHIEVE GREAT UX


EXPERTISE IN PROBLEM SOLVING, DESIGN SENSIBILITY AND TRANSLATING COMPLEXITY

COMBINING STRATEGY WITH ADVANCED SYSTEMS-THINKING TO DELIVER IMPACT

ABOUT


EXPERTISE IN PROBLEM SOLVING, DISCERNMENT, TRANSLATING COMPLEXITY.

BACKGROUND

With a career trajectory of 17 years', I turn insights into sales and improving outcomes for Enterprise, B2B and B2C.

With a career trajectory of 17 years' as a Strategic User Experience Designer, I turn insights into sales and improving outcomes for Enterprise, B2B and B2C.

Understanding the User: I have advanced skills in choosing the appropriate methods to identify pain points and eliminate friction and cognitive load.

Logical, creative and strategic I design interfaces that add value for the product it's supposed to support.

Skills and Tooling

I continually develop my skill set and gained certificates in AI Design, Prompt Engineering frameworks and in Product Strategy and Management.


  • Figma AI Make

  • AI Workflows - Prompt Engineering Framework

  • Adobe Creative Suite, Illustrator and Photoshop

  • Miro

  • Slack

  • Teams, Zoom

  • Google Suite


Technical abilities include Web Front-end in the past roles skilled in developing sites and prototypes in HTML and CSS.

Education

Education

Education

PG Dip, Human-Computer Interaction (HCI), University College London

Key Modules:

  • Interaction Science

  • Interaction Design

  • Human Factors for Digital Health

  • Future Interfaces (Artificial Intelligence, Augmented Reality)

  • Affective Interaction

  • Future Interfaces

  • Accessibility and Assistive Technologies

BA(Hons) in Art & Design, 2.1 Degree, The University of Bradford/Ilkley College


Postgraduate Training in Multi-media Technology, The University of Liverpool, Foresight Centre

PG Dip, Human-Computer Interaction (HCI), University College London

Key Modules:

  • Interaction Science

  • Interaction Design

  • Human Factors for Digital Health

  • Future Interfaces (Artificial Intelligence, Augmented Reality)

  • Affective Interaction

  • Future Interfaces

  • Accessibility and Assistive Technologies

BA(Hons) in Art & Design, 2.1 Degree, The University of Bradford/Ilkley College


Postgraduate Training in Multi-media Technology, The University of Liverpool, Foresight Centre

PG Dip, Human-Computer Interaction (HCI), University College London

Key Modules:

  • Interaction Science

  • Interaction Design

  • Human Factors for Digital Health

  • Future Interfaces (Artificial Intelligence, Augmented Reality)

  • Affective Interaction

  • Future Interfaces

  • Accessibility and Assistive Technologies


BA(Hons) in Art & Design, 2.1 Degree, The University of Bradford/Ilkley College


Postgraduate Training in Multi-media Technology, The University of Liverpool, Foresight Centre

UX Leadership

As a strategic designer, I plan and analyse to ensure that I am designing a product or service which will add value to the business and customer.


I ensure early stakeholder buy-in by presenting a Value Proposition and Product and Field Roadmap.


When leading a project, my considerations are for:


  • Business Objectives

  • Revenue Growth

  • Stakeholder Management

  • Legal Constraints

  • Engineering Trade-offs

Career History

1 Years - Education Leadership:
Cover Supervisor/Substitute Teacher

+1 Years - Education and Inclusion:
Learning Advisor

3 Years (p/t) - University College London:
Postgraduate Student in HCI

5 Years - The University of Manchester:
Lead Web Designer (UX/UI)

7 Years - Leading Digital Design Consultancies:
Design and Usability Consultant and Lead Web Designer (UX/UI).

E-commerce (CX/UX)

+32% - Significantly improved adoption, engagement and customer satisfaction in Q1

Design informed by data:

I optimise shopping journeys, build iterative prototypes and conduct A/B testing to validated the design, gathering data to improve Completion Rate, Time On Task and Error Rate.

Created clarity, consistency and purposeful interactions, which builds customer trust and brand loyalty:

I eliminate user frustration by Designing-Out errors and writing micro-copy in forms and transactional pages which are in a natural language, to create great user experience.

Managing people

I have recent experience directing large groups in educational setting, coached and mentored, including training staff at The University of Manchester in Digital Communications.


  • Drove projects, supervised teams of 4 designers, delegated tasks, owned the resources and hiring process for design.

  • Supported students at West Herts College, empowering themc to achieve set academic targets.

  • Skilled in resolving challenging circumstances and communicating with parents relating to sensitive matters.

Directed large groups in educational setting, trained staff at The University of Manchester and Coached at Secondary Schools.


Collaborative leader


  • To avoid over committing by using prioritisation methods such as MoSCow.


  • Supervised a team of 4 designers, Senior responsibilities including hiring and project management.


  • Agile methods used, in two week sprints. Regularly hold crits, and used active listening to understand and resolve blockers.

Philosophy

AI Design
To ensure that the design remains creative and purposeful, I use my design sensibility to iterate outputs.

Systems-Thinker
Advanced skills in evaluating systems, and designing the right solution to deliver a seamless user experience.

Mental Models
I analyse user expectations of a system and align my designs to create intuitive interfaces that reduce friction and increase usability.

E-commerce (CX/UX)

Design informed by data:

I optimise shopping journeys, build iterative prototypes and conduct A/B testing to validated the design, gathering data to improve Completion Rate, Time On Task and Error Rate.

Created clarity, consistency and purposeful interactions, which builds customer trust and brand loyalty:

I eliminate user frustration by Designing-Out errors and writing micro-copy in forms and transactional pages which are in a natural language, to create great user experience.

Additional Work Experience

UX Lead/Senior Design positions at leading Design Consultancies & a Tech Company:

  • The University of Manchester

  • PhotoLink now Seventy 7

  • Freelance work via a third party agency for British Council and published author.

  • Tamar

  • Digivate

  • Zendor/N.Brown Group

  • Eunite

  • BrainBoxes

contact

EMAIL

UX DESIGN CONSULTANT, LONDON-BASED

©2026 Gemela Forman

contact

EMAIL

UX DESIGN CONSULTANT, LONDON-BASED

©2026 Gemela Forman

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