I am a freelance UX and Service Design consultant. I help organisations in the public and private sector understand their customers and design services so they can deliver great experiences.

Curiosity and the love of my profession are what drives me forward. When I’m not working on a client challenge, I’m often found doing something UX or design-related in my spare time.


My innate inquisitiveness led me into a career in User Experience and Service Design where I, on a daily basis am able to ask “why?” and “how might we?” in an effort to improve the experience of the user.

My dedication to staying current, expanding my knowledge and developing new skills means I regularly attend UX and design related meetups and participate in self-initiated professional development training. I also have a masters degree in User Experience Design (with a distinction) 🎉.

For fun, I like to illustrate. So you’ll see some of that on this website.


My primary background includes design for government, FINTECH, banking, media & publishing. I’ve worked on brands such as Skrill, TSB and PRWeek, and organisations like the DWP and HMRC.

Unfortunately, much of what I do is restricted by non-disclosure agreements, but more of my work can be seen in my non-public portfolio.


As part of my UX process, I regularly conduct the following activities…
Competitor analysis, analytics review, stakeholder interviews, surveys, content audit, user and staff interviews, heuristic reviews, user testing – inperson, remote and guerrilla, field research, storyboarding, persona building, collaborative design, service blueprints, journey mapping, wireframing, paper prototype, high fidelity and interactive prototyping.

Usefulness, usability, and inclusiveness are at the heart of what I design for. Therefore I work closely with my clients to ensure that their product or service focuses on the needs, wants and goals of the user and marry this with the needs of the business.

Interested in working with me? Email info@anna-kay.co.uk