Head of Design
Touchnote
Turn your photos into cards & postcards and send them to the people who matter most.
Head of Design
Turn your photos into cards & postcards and send them to the people who matter most.
During a 4.5-year tenure as Head of Design, I led design for all of Touchnote's digital products — website, mobile apps (Android & iOS), physical products, email marketing, and social media.
I conducted extensive consumer research to inform the value proposition and created an all-new brand identity that brought the product's emotional core to life across every touchpoint.
I ran consumer interviews, usability tests, and large-scale consumer surveys alongside analysis of usage data and manual audits of postcard orders.
This mixed-methods approach revealed what created the most value for customers: connecting people, keeping family in touch, saying thanks, and sharing moments.
The brand needed to evoke family and joyful moments — the emotional heart of what Touchnote does. I identified core brand values and translated them into a cohesive visual and verbal identity.
This included selecting a colour palette, typography, image style, logo, and voice guidelines — all rolled out across every product touchpoint and marketing channel.
I created a design system for mobile and redesigned the apps for both Android & iOS, with regular in-house and online usability testing validating each iteration.
Card Creation — a smooth, simple experience aligned with the new brand identity. This was the most valuable part of the app, and every detail was crafted to feel effortless and joyful.
Order History — a timeline of recent orders with status at a glance, shaped directly by research insights into what users needed most after sending a card.
Credit Purchase — optimised from a button-based UI to a happy-face slider, making the buying experience feel playful rather than transactional. This single change increased average order value by 80%.
