Product Design for start-ups, agencies, and brands focused on growth, not just design.
With over 20 years’ experience collaborating with organisations like The University of Edinburgh, Bupa, Benenden Health, Solmar Villas, Go Ahead Trains, Boots, Santander, Enterprise Rent-A-Car, and Next, as well as agencies and consultancies, the focus is on delivering measurable results.
I’ve helped companies boost conversions, enhance user experiences, and launch new products. Let’s do the same for you.
Success stories
Real client success is met by delivering measurable results.
From increasing conversions to simplifying user journeys, and launching new products, thoughtful design has delivered measurable results for clients.
Here's what it looks like:
Founded in 1583, the University of Edinburgh is one of the four ancient universities of Scotland. I focused on designing a scalable AI chat agent MVP for the education sector, enabling EDINA to demonstrate the product to other UK universities and expand its adoption potential.
The project centred on creating an intuitive experience for users with limited IT and AI exposure, ensuring clear terminology and simple onboarding.
I delivered responsive, multi-brand designs that adapt to institutional colour schemes and logos, reducing redesign time for new clients. The Material Design 3 system was adapted to improve consistency and accelerate iteration across desktop, tablet, and mobile. Light/dark mode and accessibility principles (WCAG 2.1 AA) were defined to ensure inclusive experiences for all users.
Collaborating closely with a senior stakeholder, lead developer, project manager, interns, and SMEs, I simplified complex requirements into intuitive user journeys. User research insights informed product decisions, shaping features that better met the needs of students and staff.
Em-code, a CX, Innovation and AI agency, specialises in driving online performance for clients across various industries. As a key member of their performance team, I focused on designing data-driven user experience improvements to enhance conversion rates and user engagement.
I collaborated closely with performance managers, data analysts, and developers to design and implement strategic A/B tests for clients including Solmar Villa Holidays, Benenden Health, Go Ahead Trains, and Bupa. My work concentrated on optimising key user journeys, particularly on content-heavy pages such as homepages and landing pages, with a focus on improving usability, accessibility, and visual hierarchy.
By leveraging data insights, I helped clients transform their digital experiences. The solutions not only improved user interaction but also contributed to measurable business outcomes across multiple digital platforms.
Boots is one of the UK’s leading health and beauty retailers. From 2022 to 2023, I joined their mobile app team to improve conversion rates, user engagement, and overall customer satisfaction.
I worked across multiple initiatives for both iOS and Android apps, redesigning key user journeys. This included revamping digital offers, enhancing core account pages, and redefining the Advantage Card SSO journey to ensure a seamless experience across web and mobile.
My focus was on UX and UI design, creating user flows and prototypes, while collaborating closely with stakeholders and developers to bring these improvements to life.
Distrelec, one of Europe’s leading technical components distributors. I joined their Core Commerce and Self-Service team to focus on redesigning key aspects of their e-commerce platform to reduce basket abandonment and enhance user satisfaction.
Between August 2021 and January 2022, I revamped the registration process, introduced a guest checkout option, and streamlined the checkout flow. These solutions, informed by funnel analysis and user insights, led to a 6.7% increase in registration completion rates and a 1.4% uplift in checkout conversions within a single quarter.
By working closely with a multidisciplinary team, I ensured alignment between business objectives and user needs, driving measurable results, including a €4M increase in digital revenue. These improvements positioned Distrelec for sustained growth in the competitive B2B e-commerce market.
Santander Technology, part of the Santander Group, is one of the world’s largest retail and commercial banks. I joined their Channels team, working across multiple internal projects.
I led the design of a new intranet and banking portal system, replacing outdated technologies with modern, responsive solutions. As the sole designer, I managed the end-to-end design process, from user research to prototyping, ensuring the design aligned with business goals and user needs. The project aimed to enhance the user experience, simplify navigation, and ensure compliance with accessibility standards. The result was a seamless, intuitive system that significantly improved the workflow for users across Santander’s branches and contact centres.
I worked on the MVP on their authentication system for high-risk banking activities, focusing on the login, balances, and transactions screens for both desktop and mobile platforms. By conducting workshops and collaborating with cross-functional teams, I ensured the product met both regulatory requirements and user expectations. The final solution provided a secure and consistent user experience across all devices and led to the successful launch of the Santander Connect app on both Google Play and the Apple App Store.
Testimonials
I've worked with some amazing people throughout my career. Here’s what a few of them have shared about our time collaborating together.
It has been a pleasure working with Aneeta Kumari as a freelance designer on our team over the past six months. During this time, Aneeta has supported us on two separate occasions, contributing to a wide range of client projects. Her design work has spanned both small and large-scale briefs, and she has shown great adaptability, creativity, and attention to detail in every task she’s taken on. Her ability to quickly understand client needs and deliver high-quality design solutions has made her a reliable asset across various accounts.
Aneeta is polite, friendly, and communicates clearly, which makes collaborating with her an easy and enjoyable experience. She takes initiative, meets deadlines, and always delivers what’s needed without fuss. Whether working independently or as part of a wider team, Aneeta consistently gets the job done with professionalism and a positive attitude. We wouldn’t hesitate to work with her again and are happy to recommend her to others.
Amy White
Senior Digital Product Consultant
I can’t recommend Aneeta highly enough. She is an excellent UXer with a great eye for detail. Her experience and thirst for discovery were really helpful in a number of key projects and her relaxed, friendly, personal style made it very enjoyable to work with her.
We used Aneeta’s services in both earlier stage UX discovery phases and in delivery phases focussed around UI design within a scrum team. In both arenas she gave us exactly what we needed! Best of luck in the future Aneeta, hopefully our paths will cross again soon!
Nick Myers
Product Manager / BA Manager
I have really enjoyed getting to know you and working with you - you have felt like part of the internal team ( and wish you were :)) you always treat each project with care and understanding and its clear to see the passion and thought you put into every project.
I have found it very easy to collaborate with you, and have really appreciated the way in which you have managed upwards, being mindful of my time but always keeping me in the loop, taking on feedback but also pushing back where needed to ensure the best user experience.
There have been a few occasions where I have needed you to jump into a different project, work on projects in parallel as well as support other designers picking up previous work. This shows your flexibility and ability to adapt to different situations quickly and efficiently.
Your dedication, attention to detail, and ability to understand requirements and translate them into beautiful and functional designs have been outstanding. For projects such as SSO which you have had to pick up from another designer - was really complex and you have really owned that as well as manage a variety of difficult stakeholders to ensure requirements are captured.
Your professionalism, reliability, and willingness to go above and beyond to meet the business needs have not gone unnoticed, and we are truly grateful for your efforts.
Thank you so much for your hard work, and hope we cross paths again!
Jenni Corbet
User Experience Lead
Aneeta produced the designs for Santander intranet, consistently maintaining high standards for quality and accuracy.
Although Aneeta understands the technology behind the designs, she will always fight to improve the usability, challenging the engineers to deliver a better product, knowing when to back up due to technical stoppers.
Apart from her technical skills, she was outstanding throughout the design process, managing requirements and guiding the business to produce the right solution.
Jose Maria De Leon
Product Owner
Contact
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