The Design Lab

experiments in design method

A working showcase of design features beyond the screen, from intricate workflows and data visualisations to interactive solutions, service design blueprints, and more. Each section explores a different method for making complex systems legible.

Section A

Service Design: the Deliveroo service

Service Blueprint
Section B

Data Visualisation: the “invisible tax”

Fintech · Datawrapper
Section C

Responsive: Dachi redesign

Multi-platform UI
Section A · Service Design

Orchestrating Deliveroo’s three sides

A blueprint mapping the end-to-end synchronisation of customers, restaurants, and riders, the multi-stakeholder lifecycle that turns a single tap into national infrastructure.

Method
Service Blueprint
Scope
End-to-End Lifecycle
Stakeholders
Customer · Restaurant · Rider
Lens
Line of Visibility
Service Blueprint · Deliveroo · front stage, back stage, line of visibility⤢ zoom
End-to-end Deliveroo service blueprint mapping customer, restaurant and rider actions across the line of visibility
Customer
App
Ryder
Restaurant
Process Support
Key points

Click the blueprint to view it full-screen. Four swim-lanes, Customer’s Journey · Front Stage · Back Stage · Supporting Process, are split by the Line of Visibility: above it, what the user sees. Below it, the human actions and logistics that must stay in lock-step.

01 The Brief

Mapping the invisible chain

I developed this blueprint to visualise how a simple food order triggers a complex chain of backstage events.

By identifying the Line of Visibility, I mapped exactly where automated app responses (Front Stage) must align with human actions and third-party logistics (Back Stage), surfacing the operational blockers that standard screen-level design never sees.

02 Strategic insights

What the blueprint revealed

A

Orchestrated backstage logic

One payment-success trigger simultaneously assigns a Rider, alerts the Restaurant, and starts the “Distance Algorithm” for an accurate delivery estimate.

B

Touchpoint synchronisation

Pinpointed where the App must act as the “bridge”, translating a Rider’s real-time GPS into a customer-facing “Arriving in Minutes” notification.

C

Support-process integration

Mapped invisible processes, Recommendation Algorithms, Secure Payment Gateways, as the infrastructure the experience runs on.

D

Service design impact

Identified a 15% friction point in the Rider-to-Kitchen handoff by mapping back-stage support processes usually overlooked in UI design.

· What the blueprint changed

Designing the lines behind the screens

i design the lines of visibility that keep national infrastructure running

Section B · Data Visualisation (Fintech)

Remittance data & the “invisible tax”

A strategic breakdown of the global remittance gap that informs my fintech logic, and the data foundation for Moyo.Exchange. The goal: use Service Design to bypass the “middleman” friction that keeps regional fees artificially high.

Domain
Fintech · Remittance
Tool
Datawrapper
Source
World Bank
Informs
Moyo.Exchange
The market opportunity

Global remittance costs fell from 9.3% in 2011 to a record-low 6.5% in 2020, but Sub-Saharan Africa remains an outlier with the highest transaction costs in the world.

8.5% avg cost
Average cost to send money into Sub-Saharan Africa, nearly triple the 3.0% UN Sustainable Development Goal.
+30% premium
What users in the region pay versus the global average, a “tax on poverty” that drains millions from local economies.
Datawrapper · Average cost of sending $200 by region · 2011 vs 2020● interactive

Live interactive chart, hover any bar for exact figures. Chart: Dapo George · Source: World Bank · built with Datawrapper.

· Analysis

The “last mile” barrier

A

The disparity

Average costs in Sub-Saharan Africa sit at 8.5%, nearly triple the 3.0% UN Sustainable Development Goal.

B

The impact

A 30% premium over the global average, a “tax on poverty” quietly draining millions from local economies.

C

The design goal

Use Service Design to bypass the “middleman” friction points that keep these regional fees artificially high.

D

The application

This data is the foundation for Moyo.Exchange, turning a market gap into a concrete product thesis.

· The thesis

Data as a design brief

an 8.5% fee isn’t a number, it’s a barrier. i design the systems that take it apart

Section C · Responsive

Dachi: one brand, every breakpoint

A multi-platform study in adaptive visual hierarchy. The same luxury fashion brand re-flows across mobile, tablet, and desktop, each layout re-prioritising imagery, navigation, and density for its context, without ever losing the editorial tone.

Method
Responsive UI
Breakpoints
Mobile · Tablet · Desktop
Sector
Luxury E-commerce
Focus
Adaptive Hierarchy
Mobile · full-bleed hero375px
Dachi mobile homepage, full-bleed editorial hero with hamburger nav and bottom tab bar
Tablet · split menu + hero768px
Dachi tablet layout, expanded category mega-menu beside the editorial image
Desktop · full mega-menu, search & “shop by look”1440px
Dachi desktop layout, full horizontal nav, search-led mega menu, and large shop-by-look editorial panel

Notice the adaptive hierarchy. On mobile the image leads and navigation collapses into a hamburger and thumb-friendly tab bar. On tablet the category menu unfolds beside the hero. On desktop, search and a full mega-menu take priority while the editorial image becomes a “shop by look” call-to-action.

· Adaptive decisions

What re-prioritises at each size

A

Navigation

A hamburger and bottom tab bar on mobile, an unfolding category menu on tablet, and a persistent horizontal mega-menu on desktop.

B

Imagery

The editorial hero is the whole screen on mobile, a paired panel on tablet, and a “shop by look” CTA on desktop.

C

Density & search

Search is tucked away on mobile and promoted to a primary action as screen real estate grows.

D

Consistent tone

Thin, wide-tracked wordmark and generous whitespace keep the luxury editorial feel intact at every breakpoint.

· The screen map

Designing the full flow, not one screen

Behind the three breakpoints sits a complete mobile screen system, every category, look, and product state mapped as a connected flow.

Mobile screen map · latest arrivals, men’s suits and jackets, dresses, tops and bottoms14 screens
Grid of 14 Dachi mobile screens mapping the full navigation flow across categories

Click either large image to inspect it full-screen.

· What changed at each breakpoint

Re-deciding the layout, not just resizing it

every breakpoint is a new set of priorities, same brand, re-decided for the context

Next case study
moyo exchange →
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