Zena is a joy to work with – she's hardworking, constructive in her feedback, and brings such a positive energy to teams. Wish I could work with her on every project.
Zena Zerai
Senior Product Designer
Helping products evolve from 0 → 1 through research, iterative design, and strategic UX thinking.
Designing for: B2B SaaS · Fintech · Public Sector · Automotive · Ecom
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View my work
02 · The Catalogue
Selected case studies.
A handful of records I'm proud to have spun. Each sleeve hides a story; click on each one to read the liner notes.
Some projects are subject to NDA.
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GWI
Reimagining user management for an AI-driven platform
Led foundational discovery and early design for user management across a complex, multi-system platform, shaping scalable foundations for an upcoming agentic product launch.
User Research Internal Tools System Design
£36m Misalignment uncovered5 Teams aligned -
Planning Inspectorate
Reducing file processing from days to minutes
Led the research and redesign of a case management system for a government client. Transforming the document management process, a critical bottleneck in the planning application process.
Research Redesign Strategy
+35% SUS improvementMar '24 First case live -
Toyota
Improving conversion through rapid experimentation
Identified and prioritised conversion opportunities across Toyota's product journeys, designing and validating UX changes through live experimentation.
UI Design A/B Testing Experimentation
+31% PLP views+20% Enquiry progression -
Hyundai Finance
Enabling car dealers to do soft credit checks
Led the design and delivery of a dealer-led soft search MVP to help dealers save time and improve customer conversion for car finance.
SaaS Research Initial design system
↑ Informed finance decisionsJul '25 Pilot MVP launch
03 · The Lineup
Clients I've worked with.
Seven years of shows, across sectors and scales. Here's who's been on the bill.
04 · The B-Sides
AI explorations.
A space to see how I’ve been dabbling in AI, using it and designing for it.
05 · B-Side Reviews
What people say.
We've worked closely together on developing a KPI framework and exploring data-driven UX, where Zena has been incredibly supportive and generous with her time and knowledge.
It's always a pleasure to work with Zena, she is determined, a born and natural leader, and someone whose opinion and feedback I value and constantly seek.
Since joining the HCUK account, Zena has quickly established herself as an invaluable member of the team. Her ability to rapidly grasp the domain and apply her UX expertise in a meaningful and relevant way has been hugely impressive.