Camden Council
UX & Research leadership for the campaigns team at Camden Council
“Thank you so much for your work and training for the team, it’s been really valuable having you with us.”
Head of Digital Products and Services,
Camden Council
Three campaigns
My work at Camden Council focused on three campaign websites:

Greener Camden
Launching a new Greener Camden website around two key initial metrics for green initiatives.
Fostering
Supporting and training the product manager with user research for the Fostering website.
Families
Auditing the UX work done to date on the Families website and providing a new strategy for a way forward.
Families website
The Problem & Challenge
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Following Greener Camden and Fostering, the Head of Product asked me to assess problems with the existing Families website and review plans for its redesign
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An agency had already produced a user research report covering user needs, motivations, behaviours and pain points, along with user group definitions — but this hadn't yet been mapped against the existing site or new design plans
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Mapping the current experience and proposed designs against this research surfaced key problem areas that hadn't been addressed - journeys were disjointed and they were not targeted at the key user groups and their needs
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Competitor analysis also highlighted a wider challenge GOV.UK itself had faced: bringing campaign sites to life within the constraints of the GOV.UK design system
My Approach
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Put together a set of hypotheses to guide the first pass of the redesign, drawing largely from stakeholder input but prioritising those backed by the strongest evidence from the existing user research
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Redesigned the information architecture around the identified user groups, rather than the site's existing structure
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Moved the new IA into design, working through the implications for the new pages
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Documented outstanding quantitative and qualitative questions needed to validate further hypotheses, capturing this in Confluence for the team to take forward
The Result
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Delivered a redesigned information architecture structured around real user groups rather than legacy site structure
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Produced final designs for the team to take forward into development
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Left a clear, evidence-prioritised set of hypotheses and outstanding research questions in Confluence — giving the team a roadmap for validating and iterating on the design post-handover
Greener Camden
The problem & challenge
Camden Council needed a website to support its green initiative strategy, with two key success metrics already agreed by stakeholders:
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Increasing awareness of council green initiatives
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Increasing uptake of those initiatives
My Approach
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Worked closely with a content designer to create a new To Be information architecture, structured around five key service areas: climate action and resilience, air quality, sustainable travel, space for nature, and waste prevention and recycling
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Designed the website using and updating the existing design system, working closely with the product team to meet a tight councillor-set deadline
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Once live, developed a research plan for the team to take forward beyond the end of the contract
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Ran a workshop with the team to capture research needs and objectives, followed by a half-day research training session to build their capability
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Conducted user interviews on the live site to model the approach, and launched a second HotJar survey on launch day to capture initial response to the new pages
User Research Ops & Testing
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Delivered the new Greener Camden website on time, restructured around the five priority service areas agreed with stakeholders
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Left the team equipped with a research plan, training and direct experience of running sessions, enabling them to continue research independently after the contract ended
Fostering
User Research Support & Training for Fostering website
The team at Camden was stretched for design and research resource. So I worked with the Product Manager in the campaigns team by attending user research sessions with Fostering parents and capturing notes, but also advising on the best way to do this.
We then had a follow up session where I ran through how to analyse the notes and bring this into useful insight to take forward.
Feedback & Impact
“Thank you for reinvigorating our UX approach in the DPS Team!
I feel lucky to have worked with you and so grateful to have been part of your recent user research session - you should be so proud of all your hard work"
Product Manager
Campaigns Team
Camden Council
“Thank you for everything Rosie - it has been an absolute pleasure working with you! Hopefully our paths will cross again soon.”

Head of User Experience, Camden Council
“Thank you so much for your work and training for the team, it’s been really valuable having you with us.”
Head of Digital Products and Services, Camden Council
“Rosie, Thank you for everything, bringing your energy and passion to the work the last few months. It’s been great to have you and work with you.”
Head of Product Management,
Camden Council
“Thank you for everything Rosie! For all your expertise and hard work. For your humour when things got hard or difficult and for your calmness when we’ve needed it.”