Rosie Lidington - Welcome


I'm Rosie Lidington, a Senior/Lead UX designer & researcher with 11 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:

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

Some things I've done so far

Organisations I have worked for

Other projects I've worked on

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 Lead UX designer with over 11 years experience creating digital experiences for companies such as The Guardian, Aviva, The BBC, Findmypast, Which? and Big Sofa.

As a UX designer I have worked closely with Product Managers, Business Analysts, Developers, Researchers and Stakeholders across many different organisations. I specialise in the strategy part of UX design - research, understanding user problems, concepting, information architecture, wireframing, storytelling, 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 | Workshops | Scrum/Agile | User Testing | Creative Direction | Branding | Video Editing



Figma | Sketch | Justinmind | Invision | | Axure | Adobe Creative Cloud


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