I'm Ami
I design high-quality, user-centred digital experiences,
solving problems for people and businesses
in multi-disciplinary teams.
About me
Hi, I'm Ami. I'm an award-winning Product Designer with a Master's in UX and over 6 years of experience creating high-quality, user-centred digital products. My passion is untangling complex problems to create simple, elegant solutions for people and businesses.
My journey has involved working with major companies like Nationwide, where my work helped secure Silver for Best Single Page Optimisation at the Contentsquare Digital Experience Awards. I have also worked with Kingfisher PLC (B&Q, Screwfix), OVO LTD, as well as dynamic startups and small businesses. This diverse background has given me a deep understanding of collaborating within multi-disciplinary teams and delivering industry-recognised results. View my LinkedIn to learn more.
When I'm not designing, I love to go to the gym, support Chelsea FC, and travel to new places with my partner.
My design process
Core skills
Tools
Selected projects
Redesigning savings product pages
I led the redesign of Nationwide's online savings product pages using an iterative 'think, make, check' design loop. This user-centric approach directly optimised the customer journey, resulting in a significant lift in application starts and new account openings.
View Project →
Smart Meter Bookings for Web
I led the redesign of the smart meter booking journey to accommodate non-digitally savvy members during a major company migration, introducing new booking channels and maintaining key business metrics.
View Project →
In-App Tariff Visibility
I led the design of a new in-app feature to make tariff details clear and accessible, reducing customer confusion, high drop-off rates in the retention journey, and costly contact centre calls.
View Project →
In-store ordering tool redesign
I redesigned the in-store ordering tool for B&Q and TradePoint colleagues, migrating features from a legacy system to a modern application. My work enhanced usability and optimised order processes, generating significant cost savings.
View Project →Recommendations
"Ami has one of the sharpest product minds I’ve worked with who is genuinely passionate about his craft. Always producing quality, challenging effectively, and a great relationship builder. A real pleasure to work with."
Senior Product Designer, Kingfisher PLC
"I've seen first-hand that Aminul is a natural problem solver who always thinks deeply about the space he's operating in... I highly recommend Aminul as a UX practitioner. Give Aminul the freedom to tackle a brief and you won't be disappointed by the outcome."
Senior Product Designer, OVO Energy
"I highly recommend Ami for their skills in User Experience Design and collaboration. Ami is an exceptional UX Designer who is dedicated to understanding user needs and designing intuitive digital experiences... In addition to their strong UX skills, Ami is a pleasure to work with. They are highly collaborative and always make themselves available to other team members... In my experience working with Ami, their designs consistently led to high team and user feedback scores. I give Ami my highest recommendation."
Technical Lead, Kingfisher PLC
"I had the pleasure of working with Aminul at Kingfisher, where he excelled as a Product Designer. Aminul's expertise in creating seamless in-store digital experiences was remarkable... I highly recommend Aminul for his exceptional skills in UX/UI design. His expertise and collaborative approach make him an asset to any product design team."
UX Researcher, Kingfisher PLC