Neil Berry

Senior UX Designer at Charities Aid Foundation (CAF)

Beautifully effective UX design

Dive in and discover how I create stunning, easy-to-use, customer-centred designs, across multiple touchpoints that deliver real business results.

View all projects

Latest posts

Notes from Digistrategy 2017

Digistrategy 2017 was last week in London and it was excellent. Here are my notes from the day.

Read more

Beginner's guide to setting up your first A/B test with Optimizely

In this tutorial, I’ll show you how to setup and run your first A/B test in Optimizely.

Read more

When you’re the only designer on a team, how do you get valuable critique on your work?

The key to receiving constructive feedback from non-designers is to help them understand what it is you do and for you to ask the right questions.

Read more

My UX toolkit and approach


Research + mapping

Discovery and planning

User research to get inside the customer's shoes to understand their needs, their goals, behaviour and what motivates them, and to identify pain points and opportunities for improvement.

Metrics & analytics, persona development, stakeholder and end-user interviews, UX audits & analysis, competitive reviews, usability testing, experience mapping and user flows


Sketch + wireframe


Sketching to get very basic concepts on paper and quickly visualise ideas, as well as brainstorming with clients and teammates. Refining the concept further by creating a series of wireframes to illustrate the screens and user flow.

Information architecture, sketching, wireframing, process and task diagrams


Visual + prototyping

Design and prototype

Detailed visual designs for each page designed in Sketch, and clickable prototypes created, using tools such as Marvel, Invision or even hand-coded HTML, to test and validate how it will work and feel. Further improvement and iteration based on what we learn.

Design comps, detailed specifications, style and pattern guides, prototyping, and developer hand-over.


Metrics + analytics

Implement and analyse

Ensuring the design works for users and that it's implemented according to plan. Ongoing monitoring of key usage data to determine how people are using the product and to identify opportunities for future enhancement.

Metrics & analytics, usability testing, conversion rate optimisation and A/B testing

Do you want to understand the best way to convert visitors to customers in 2018?

Let's design something incredible together.