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Rosie Lidington

Hello! I'm Rosie Lidington.

I  have 16 years experience designing services, experiences and digital products for organisations such as The Guardian, The BBC, Ambassador Theatre Group, GOV.UK (DHSC), The NHS, ustwo, Dext Software, Aviva, SuperUnion, Findmypast, Which? and Big Sofa.

I gather insight from User Research to gain an authentic understanding of user motivation & behaviour. 

Rosie Lidington User Research

I run Workshops with teams & stakeholders, utilising their power to design a way forward. 

Rosie Lidington Workshops

Together we solve problems, generate ideas and build Products & Design Strategies.

Aviva Wireframing Sketch

I bring these to life by creating tangible UX product concepts, user journey maps and high fidelity prototypes that can be tested with end users 

Ambassador Theatre Group MVP

I specialise in

Design Strategy & Workshops

Using the insight gathered in my research, I run workshops to generate ideas and knowledge from the product team, but also to take stakeholders and teams on a journey to develop the strategy. I then work with them to fuse insight, ideas and knowledge with business goals. This allows us to set a strategy and direction for the product.

IA & Content Strategy

I use techniques such as tree testing and card sorting alongside qual and quant analysis to understand how best to structure the architecture of a journey/page. I also work with content strategists and copy writers to tell the right narrative for user goals and motivations.

User Research

I started my career leading the development of Big Sofa, one of the worlds first qualitative video research platforms. This gave me strong foundational craft skills in research methdologies. Since then I have used my research skills in all of my UX roles.  I also lead the user research for sign in & registration at The Guardian, The Department of Health & Social Care and The NHS.

Complex Journey Mapping

Alongside prototypes, I also create user journey maps based around different user scenarios and types. I use these to communicate each step of the journey to stakeholders and product/development teams. This could be in the form of a flow chart, or screen by screen.


I am experienced using a number of different software platforms including Figma, Axure,, Flinto & Justinmind. I use these to create complex prototypes and interactions.

Wireframing & Sketching

I create quick sketches and paper prototypes to map out ideas and put together concepts of how a system could work. This helps me communicate a solution very quickly. I also use Figma or prototyping tools like Axure to create more advanced, high fidelity wireframes & flows.


Storytelling is core to my process when creating design strategies and communicating these to stakeholders. I also create journey maps, content strategy and information architecture when working on designs. I believe that good design involves creating a narrative/story around an understanding of how users comprehend things.


I have experience leading and working with a range of diverse teams across many organisations. It's important to me to work collaboratively with teams and inspire and lead others. Good design comes from bringing all minds together to solve a problem as it leads to better and faster innovation.


I've worked with a range of  organisations across different sectors and industries.

BBC Sounds Client
NHS Digital Client
The Guardian Client
Dext Software Client
GOV.UK Client
ustwo Client
Department of Health & Social Care Client
Aviva Client
Ambassador Theatre Group Client
Which? Client
Findmypast Client
Big Sofa

Case Studies 

I have a specialist interest in designing for media platforms, however the projects and problems I have worked on span across health, insurance, fin tech, data platforms, genealogy and government.

ATG Tickets Case Study
DEXT Software
The Guardian
NHS Campaigns
BBC Sounds Case Study

I have also earned some Awards & Accreditations

Ginny Valentine Badge of Courage Award for Research

Ginny Valentine Badge Of Courage Award for Innovation in Research

Market Research Society Award

MRS Awards 2013 

Best innovation

Aviva Spotlight Award

Aviva Spotlight Award for work on products

Neilson Norman Training

Neilson Norman accreditation training - Generating Big Ideas with Design Thinking

Hoopla Training

Hoopla Public Speaking Course

Get in touch

I'd love to work with you if you're looking for someone with my skills and approach

Contact me on Linkedin
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