As Lead UX/UI Designer on Haleon’s Destination Strategy, I served as the connective layer between Publicis, AKQA, Haleon, and the internal S4D team. I worked across multiple workstreams to define, prototype, and implement the brand website templates that now serve as the digital foundation for Haleon’s global brand portfolio.
Spanning UX strategy, system architecture, toolkit creation, and implementation, my role was pivotal in ensuring consistency, feasibility, and usability throughout the transformation.
The first phase involved translating Publicis’ UX assessment of Haleon’s brand websites into actionable wireframe templates. These templates aligned with predefined experience profiles and became the blueprint for brand migrations. My role was to convert strategic insight into scalable UX outputs that could guide future development.
My wireframes became the foundation for AKQA’s work on the visual design system. These templates directly informed the structure of what would become S4D (System for Design) — Haleon’s scalable component library. This phase ensured early UX thinking was preserved in the visual and modular logic of the design system.
To support internal brand teams, I built a fully functional Content Migration Toolkit in Webflow. This internal site included:
This toolkit demystified the migration process and empowered brands to understand how their existing content would adapt to the new system. The project was well received and positioned us as a trusted migration partner.
Once AKQA delivered the visual design system, I was responsible for implementing the full suite of templates using components from S4D. Each page was designed to be modular and drag-and-drop ready, offering brand teams a flexible yet governed way to build their web presence using pre-approved elements.
As the most experienced designer involved in every phase of Destination Strategy, I led the first brand migration to S4D with Aquafresh. This project served as the pilot implementation, uncovering key challenges and limitations in the design system. I worked closely with development to adapt workflows, identify constraints, and inform future enhancements to the system.
As new team members joined—including an internal Product Owner and Designer—I assumed a mentorship and enablement role. I led training sessions, identified system limitations, and presented creative workarounds to help brands express their unique visual brand language (VBL) within the parameters of S4D.
Through this engagement, I became the central figure in aligning strategy, design, and implementation across Haleon’s digital transformation. My work ensured a scalable, user-centric design foundation that continues to support Haleon’s global brand ecosystem.
Wireframes
Design Matrix
Atomic Components
UI design
Webflow Website Design & Build
Presentation Decks
