About me

Rosie Lidington

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.

My experience includes working for The Guardian on a strategy to dramatically scale sign in and registration, working on the MyAviva France and Aviva UK Insurance products and working on personalisation for BBC Music & Radio, including a sign in/registration strategy with the iPlayer team.

I also worked at Findmypast on many of their 'Bring Your Past To Life' projects, helping users to find their previous generations and learn what life was like while they were alive. My first role in digital was at Big Sofa where I was responsible for designing and product managing the first video research platform. While I was at Big Sofa the product won several awards for innovation.

My aim as a designer is to push beyond what has been done before and find user centered solutions to key problems they are experiencing.

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