About me

Hello, I’m Rosie Lidington. A Lead UX Strategist, Researcher and Designer, working in the industry since 2008. For the past 5 years my focus and interest has been in User Research and Design Strategy.

I believe that great digital transformation happens when teams gain an authentic understanding of user behaviour and motivation. I have spent my career working with organisations to translate this understanding into design that has true purpose and meaning.

I began my career in 2008 pioneering the UX and product development of BigSofa (now LifeStream), a platform for qualitative researchers. Whilst there I gained foundational craft skills in user research and digital product development, and won a Ginny Valentine Bravery in Research award for my work on it.

After BigSofa I honed my UX expertise by working in Agile/Scrum teams across a range of different organisations and businesses, including Findmypast, The BBC and Aviva. This gave me exposure to all sorts of different user and product problems. During this time I developed strong UX design thinking and collaboration practices, which allowed me to take stakeholders and teams through the transformation and creation of new products and innovations.

In 2017 I started working on roles with more focus on design strategy. I lead a UX, service design and research project at Aviva, where I developed a strategy and future vision for life & health insurance. After that I lead the registration and sign in strategy for the Identity team at The Guardian. I carried my research and strategy skills on to NHS Digital and worked as a Lead User Researcher on a strategy to help users find the right covid test during the pandemic. I then moved on to helping with the transformation of the NHS Change4Life brand to Better Health brand online.

Since then I have worked on a range of different UX projects with a strategy focus, using my skills, experience and knowledge of frameworks to lead projects. I worked with SuperUnion to convert a digital strategy into a brand strategy for a large Fintech client.

Most recently I have been working with Ambassador Theatre Group on the strategy for a B2B product for people who work in event production. This has involved end to end product discovery - conducting in depth research, service mapping, defining user groups, running divergent workshops with the digital team and stakeholders, creating conceptual designs and flows for a future 5 year vision, and short term MVP design of a prototype in Figma, Axure and Flinto. I also mentored and coached more junior or inexperienced team members of the design team in User Research methodologies.

Storytelling is the core thread that runs through all of my work, and is my greatest strength. Using the skills I have developed I am able to bring a vision to life and tell a story. This allows clients, stakeholders and teams to see and understand a way forward for their product. I have developed extensive experience presenting ideas and visions to wider teams across organisations and I run workshops to bring people with me on the journey. I’m also always learning new techniques, methodologies and frameworks to tackle new problems and approach things in innovative ways.
Take a look at my full portfolio of work
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 | Proto.io | 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 .co.uk products

Get in touch!
Contact me or view my profile on LinkedIn
Or send me an email at rosielidington@icloud.com