Nirmal Dhiman
Head of Design

Software

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Retail and commerce

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Family Investments → OneFamily Long-term retained
~5 years

Growing a family finance brand from one product to a full suite — and 1.2M customers

Over five years, shaped the entire customer-facing digital presence — from a co-licensed Mr Men identity to a bespoke illustration-led brand — as Family Investments expanded its product range and launched a self-service account portal.

My responsibilities

Brand evolution Web design Digital advertising Customer portal UX Data visualisation Illustration direction Accessibility Comms design

Platform

Web · Portal · Digital ads

Sector

Financial services · Regulated

Impact

815K→1.2M customer growth over engagement
+47% customer base growth
Portal self-serve account access launched

* To strengthen: consider adding portal adoption rate, call centre deflection, or accessibility audit score.

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NEOM marketplace

0>1 centralised B2B construction marketplace concept, made for the operator, vendors, purchasers and logistics teams for building large-scale infrastructure in the Middle East

Accomplished

Designed first-stage concept for a large-scale B2B procurement and logistics platform for one of the world’s largest infrastructure projects


By doing

Developed end-to-end UX for owners, vendors, and contractors covering bidding, ordering, and logistics workflows


Impact

Worked towards streamlining procurement and delivery scheduling for construction teams, improving supplier engagement and operational control in a complex ecosystem for on-site teams

Construction, design, web, SAAS, ecommerce

Made at BORN Group

Case coming soon

Dell Ewards

0>1 staff engagement platform
 and internal shop, designed initially for UK, but rolled out to Europe, in use for over a decade

Accomplished

Created and scaled a new internal engagement platform, that sat along side an inflexible intranet. Adopted across Dell’s European workforce, in use for over a decade


By doing

Designed, built, and maintained a feature-rich extranet with gamified rewards, news, sales tracking, travel, and employee recognition


Impact

Created a 0>1 extranet to work along side outdated intranet systems, increasing employee participation and internal communications across Dell’s European teams, used for at least 10 years

Technology, design, web, SAAS, ecommerce

Made at Blaze

Case coming soon

iSalon EPOS

Extensive UX/UI modernisation
 of a feature-rich retail EPOS to enable a more streamlined app-like experience and move to new touchscreen hardware for 50,000 end-users

Accomplished

Led UX and UI transformation of a long-established, industry-leading EPOS system used in thousands of stores, salons, and hotels
 acros EMEA

By doing

Conducted user research and synthesised feedback to define findings and priorities. Redesigned the complex interface to be more learnable, app-like and touch-optimised for new ergonomic hardware


Impact

A new visual design was crucial in a competitive environment to increase sales, subscriptions, invigorate the company and reduce attrition. Enhanced usability shortened learning curves for 50,000 staff, removing the need for onboarding courses

Retail, design, service, Windows, SAAS, hardware

Made at SSSL

Case coming soon

Customer bookings platform

Adaptable, conversion-rate-optimised B2C website, built-in bookings engine, and bespoke CMS - As used by SMBs and chains across EMEA, and their 4 million end-clients

Accomplished

Built a scalable, configurable website platform with included and customisable themses. A self-service CMS and CRM-connected bookings for single or multi-location businesses


By doing

Built a scalable, configurable website platform with included and customisable themses. A self-service CMS and CRM-connected bookings for single or multi-location businesses


Impact

Launched a flexible platform used by thousands of businesses to run bookings online and integrate their customer journeys into broader retail operations. Used by 4 million end-clients across EMEA

Ecommerce, design, web, SAAS

Made at SSSL

Case coming soon