Rosie Lidington - Welcome


I'm Rosie Lidington, a Senior UX designer with 10 years experience creating digital products. I'm passionate about storytelling & bringing user centred experiences to life. I also love leading and mentoring diverse teams to bring about change and innovation.

I specialise in the following areas:

Journey Mapping
Information Architecture
Complex Systems
Storytelling & Content Strategy
User Testing & Research
Branding & Creative
Technical Experience
Leadership & Teamwork

Some things I've done so far:

Designed a way to get users to sign into BBC iPlayer, seamlessly, without pissing them off

We started this project by finding out how users might respond to the idea of signing in. We came up with variants... read more

Improved the experience of My Aviva France, bringing it in line with the Aviva global framework

The aim of this project was to improve the overall usability of the existing product’s UX and UI for MVP. This product involved re-skinning... read more

Won a Ginny Valentine 'Bravery In Research' award for my work on Big Sofa

From the 1980s until her passing in 2010, Virginia "Ginny" Valentine was an internationally recognized pioneer of semiotics... read more

The organisations I have worked for include:

Other projects I've worked on include:

My Process

Every project is different but I try to adopt the following process for tackling most design problems, using an user centred, Agile approach.

Step 1. Discovery Phase

The discovery stage is all about defining the problem, understanding the story, creating user personas, looking at the brand... read more

Step 2. Sketching & wireframing

I then work with the product manager & designers to start sketching out ideas on the white board... read more

Step 3. Prototype feasibility

The next step is to know whether the ideas are possible by talking to the development team... read more

About me

I'm Rosie Lidington, a Senior UX designer with 10 years experience creating digital experiences for companies such as Aviva, The BBC, Findmypast and Big Sofa.

As a UX designer I have worked closely with Product Managers, Business Analysts, Developers, Researchers and Stakeholders. I excel in the strategy part of UX design - research, understanding user problems, concepting, information architecture, wireframing, story telling, creating user journeys, and prototyping. My greatest skill is in being able to take lots of information and insight around a problem and simplify it into something that makes sense, and innovates the product beyond what anyone thought was possible. Building my designs around users needs and empathising with how they might see a problem is a crucial part of my process... read more

Skills, Software & Awards


Research | Storytelling | Wireframing | Storyboarding | User Journeys | Sketching | Concepts | High Fidelity Design | Prototyping | Information Architecture | Creative Direction | Branding | Video Editing | Video Directing | Scrum/Agile | User Testing



Sketch | Justinmind | Invision | | Axure | Adobe Creative Cloud | UX Pin | Keynote


Badge Of Courage Award

Ginny Valentine Badge Of Courage Award
Innovation Category

Badge Of Courage Award

MRS Awards 2013
Best innovation

Badge Of Courage Award

Aviva Spotlight Award
For work on products



E-mail :

Call : +44 (0) 7828 654 905