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Design Process


Proposed Service Offering

A fully remote, online private solution for divorcing and separating couples (in England) to sort out disputes about –

  • child arrangements

  • finances and,

  • other matters

arising out of their separation and/or divorce within a mediation (out of court) forum.


Company Ownership
Spearheaded by Sushma Kotecha, Divorce Lawyer of 25 years seeking to serve couples without the constraints of the courts. Backed by independent investors.


Target Market Profile

A middle to high demographic with household income with a minimum of £50,000 and minimum net assets of £250,000. Target age group 30 to 55 years.



  • User-Cantered Design of Service Blueprint

  • End-To-End Customer Journey Mapping

  • Site Design & Information Architecture

  • Automated Emails - Content & Design



Hundreds of sketches, post-it notes and flow diagrams later, I had a clearer(!) view of the overall end-to-end process, barriers and 


I came to realise that human-error caused by reels of excel spreadsheets and the lack of a centralised digital platform to digital paper notes and excel sheets within which sensitive patient data could be stored and accessed effectively was missing



I developed a list of key features that the product would offer

  • Administration of patients, homes, jobs and clinics.

  • A dashboard to display to aiclinical housekeeping. 

  • Functionality to organise clinics and events.

  • Daily reminders to help ensure NHS/ CCG are notified of forthcoming clinics within their notification period.

In addition, the platform would offer

  • Analysis of income, showing the break down in graphs and tables. 

  • A ‘Today' screen to show a map of the clinics scheduled, helping the optician to plan their route.

  • 'Template' functionality so that data can be exported into pre-printed NHS forms.

  • Auditing to allow the user to view what has changed for a particular record and by who. 

  • The ability to undo modifications.

  • Remote log-in with an internet connection.

  • Compatibility with all major browsers.



I partnered with a software developer who build MVPs from my lo-fidelity prototype sketches...


The change history spans from June 2009 when the product was in its early days to Nov 2020 – when we did the last update. 


Take a look at the change history here.

*Although i have named this section 'prototype' they were low-fidelity, detailed sketches, back then the concept of ux prototyping wasn't codified the way it is today...



Testing was as you see from the change history log, a truly iterative process, with incremental changes being made on the test site. Once approved, they would go live on the main site.

Due to small budgets the look and feel of the product, the application is not as slick or as pleasing to the eye as it could be but the functionality is there and was widely approved and adopted.


Here is a link to an early wireframe (also used a starter guide) for the product.


The screen shots below provide a feel of the platform application developed.

Today, Opticall thrives as the largest provider of home care across the home counties (excluding Berkshire - a strategic move due to logistics!)

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