Statement

I am an experienced multi-disciplined designer that enjoys solving complex problems and shaping them into user-validated, accessible digital products. Throughout my career at organisations like Pizza Hut and Backbase, I have consistently positioned design as a strategic partner that leads discovery activities to align global business efficiency with deep user empathy. 

With extensive experience in systems-thinking, stakeholder-management and mentoring, I am eager to bring my user-centric focus to the GDS to help drive a modern digital government.

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Evidence-based design and leading design strategy

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As part of the Product Discovery squad at Pizza Hut, I lead strategic design initiatives that focus on scaling global platform consistency and driving business efficiency.

In my role, I ensure design (and user-centricity) is baked into the discovery phase that defines market-ready product requirements. I validate every experience through data and user testing before handing off comprehensive briefs to the UI team for final development.

In partnership with User Research, I have established a polished design process that ensures the user’s voice remains central to the discovery process. Whether through usability testing or design sprints, I anchor design decisioning and documentation in data-backed insights. This provides designers and engineers with a clear 'why’ and purpose to their work and ensures every solution is rooted in a validated user need.

By repositioning design from a purely execution-based function to a strategic partner, I’ve shifted the focus from volume-of-output to quality-of-outcome. This shift ensures that every e-commerce interaction is backed by documentation and data to ensure a validated experience across our global markets is delivered.

https://www.lambydwi.com/pizza-hut-discovery

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Technical prototyping and collaboration

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In my first role at Backbase, I worked on the ‘Login & Authentication’ product-lines – a high-friction domain where UX and good-security can often have opposing views.

Tasked with launching a new set of functionality for the native-app channel, I needed to ensure that the experience was guided by user-insights and not dictated to by an existing rigid service-development-kit that was used on project to ensure delivery speed.

Leveraging design-system components to build high fidelity prototypes, I was able to establish an insight-driven testing approach ahead of development hand-off. This allowed me to validate design solutions that challenged the existing complex interaction-logic and provide product and engineering stakeholders with data-backed rationale for any necessary back-end architectural changes.

By elevating the visibility of these prototype tests, I fostered a culture of cross-functional collaboration between design, product, and engineering. This led to high adoption rates of our standardised global experiences, reducing the need for costly one-off customisations and significantly strengthening the ARR success for the value stream.

https://www.lambydwi.com/backbase-identity

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Stakeholder management and design communication

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During my time working for Backbase’s ‘Digital Lending’ product-lines, designing with speed and alignment was key to ensuring a growing market appetite was met to unlock future product potential.

To balance aggressive speed-to-market goals with product quality, I repositioned design as a strategic partner that could initially accelerate development by proactively unblocking technical hurdles and then identify insight-led growth opportunities with continuous-research approach.

By helping the value-stream quickly get a product offering to market, I was then able to introduce a consistent feedback loop with sale stakeholders, customers and end-users. Testing a live product alongside regular discovery interviews and workshops gave me the ability to fully map out the end-to-end lending lifecycle and engage product stakeholders on topics where experience-gaps and user pain-points existed.

This approach empowered me to effectively challenge product assumptions and advocate for a user-centric methodology. By shifting the internal perception of the function of design, I fostered a collaborative environment where design decisions were collaborative and respected as business-critical strategic moves rather than mere UI updates and unvalidated assumptions.

https://www.lambydwi.com/backbase-digital-lending

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Beyond my design output, I am committed to the long-term health of the products and teams I work with. At Backbase, I actively championed an accessibility governance initiative where I served on a dedicated team to audit and verify component compliance against WCAG updates to ensure that our foundational design patterns were robust before reaching engineering. Furthermore, I am passionate about facilitating team growth; I established a mentorship plan that successfully onboarded new designers by educating them on existing working methods and stakeholder management context. I am eager to bring this dual focus on inclusive design and professional mentorship to the GDS to support both the design community and the users they serve.

https://www.lambydwi.com/skills