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Hello. I'm a UX/UI/Digital Product Designer based in London, UK. Check out my work below.

I was hired by Unilever in February 2018 as design lead for their Experience squad, which provides the core support for their Adobe AEM platform solution. I also worked in a UX capacity, iterating and testing proposed components.

Unilever

Autolus is a leading cell therapy company. I was hired in November 2021 to design their new website.

Autolus Website

Working with a design route from the Creative Director, I designed various reusable components for key areas of the site, catering to bespoke tabular presentation areas as well as more generic content modules. The site is fully responsive. In addition, I specified a few key interactions to delight the user whilst keeping the experience snappy and functional.

Responsive, component based design

Autolus

When BT replaced their legacy customer communication platform, I was responsible for design of the global UI framework and Home dashboard.

The dashboard consolidated a variety of pertinent data points from the user's account. Previously, valuable time was wasted on-call, because operators had to flick through various outdated, busy tools and pages to build a picture of the customer. Now, all the information is to hand. A module shows at a glance which products the customer has, alongside their operational status, and allows new products to be added speedily. Additionally a visual log is available showing a history of touchpoints between BT and the customer, allowing the operator to identify potential problem cases quickly or resend missed communications.

Additional tools also loaded into the main window as appropriate. I also worked with the UX designer on low (Axure) and high (Sketch) fidelity prototypes as sprint demonstrations dictated.

Design

I was hired in 2017 as the UX designer for Nestle Purina’s new Pro Plan sites.

Nestlé Purina

The client was keen to explore functionality deeply at the prototype stage. To this end, I built a prototype of the site in Axure, using scripting and variables to provide an almost fully functional experience, including logged in/out experience sitewide, and the ability to add and customise pets, subsequently receiving dynamic content based on the profile set by the user (e.g., a young puppy, or a senior cat).

Background

Purina had identified Royal Canin as a best-in-class example of what they wanted to achieve with their online offering. I began by conducting a heuristic analysis of this and other competitors in the space.

Investigation

I had come on board at a stage where the business requirements for functionality were well defined. After consolidating my findings from the competitor analysis, I employed a card sorting exercise to determine the optimal IA/sitemap for the functionality and subsequent content.

Card Sorting

Using an Agile process, bite-sized pieces of functionality were identified and worked on per sprint, with regular calls to demo the prototype with stakeholders. Feedback was quickly assimilated into the prototype. Only when a section was approved in UX did the piece move into design. In this way, design overhead was greatly reduced. The power of the Axure prototype allowed us to walk the client through an almost fully functional journey, making it easy for them to understand how the dynamic experience would work without committing to design or build until consensus was reached.

I used scripting and variables to create a complete end to end experience for both logged in and logged out states, featuring the ability for a user to add pets and recieve dyamic updates concerning them on the user’s customised homepage.

Prototyping

I worked alongside the UI designer, who began building a Sketch stylesheet with basic colour and text formatting, building out and adding any molecules they could identify as ‘done’ from the UX process, ahead of design time. This made it incredibly easy to design the final page templates for the client and also made it easy to make changes retroactively – which, even with the best of processes, end up being needed more often than not. When the project resource was adjusted as the exploration stage came to an end, I stayed on in a UI design capacity, finalising the Sketch designs and writing the delivery documentation for the impending build by a third-party agency based in South Africa.

SKF are the world leaders in bearing technology.

SKF Website

Wireframes were produced following workshops at SKF HQ in Gothenburg.

Wireframes

Responsive designs were created using Sketch and Zeplin for easy specifications and developer handoff.

UI design for an innovative interactive booth, installed at an industry trade show. The product enabled GP’s to experience the benefits of TEVA’s Connected Inhaler, and collected data that TEVA could leverage at a later stage.

Teva UI

The product combined live-action video with UI elements, enabling GP’s to ‘meet’ with various clients with asthma, before being taken through an ideal scenario where the patients used TEVAs connected inhaler. This added a layer of data to augment the more subjective patient interview feedback. GP’s were then invited to rate the benefits of this data, which could feed back into TEVA’s R&D.

Teva

The portfolio of UI/UX Designer Alex Wastell

Hello. I'm a UX/UI/Digital Product Designer based in London, UK. Check out my work below.

Unilever →

Autolus →

BT →

Nestlé Purina →

SKF →

Teva →