Design systems
that actually
ship.

Hi. I'm Mae - a senior Design Systems, UX & UI designer in West London. I build the foundations that let teams move fast without breaking things.

See my work Read my CV
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Selected work

All case studies
VodafoneThree.com - A full website in 4 weeks

Web · Design Systems · VodafoneThree

VodafoneThree.com - A full website in 4 weeks

No brand name. No logo. No colour palette. Four weeks to launch the web presence for a £14.5 billion merger. With the archetecture I'd developed, we did it with only one new component required.
Source Web Tokens - Designing for a future the organisation hadn't announced yet

Design Systems · Tokenisation · Vodafone UK

Source Web Tokens - Designing for a future the organisation hadn't announced yet

Building the multi-brand token architecture inside Source Web - and why the decision to do it years before it was officially needed turned out to be the most valuable strategic call of the project.
VOXI - Sole designer on a UK-first youth telecoms brand

Brand · UX · UI · Vodafone UK

VOXI - Sole designer on a UK-first youth telecoms brand

Building a digital-native sub-brand from scratch - UI system, UX, brand expression, icons, and animated content. Vodafone's first in-house sub-brand, its first online-only proposition, and over 1 million customers.
Source Web - Building a global design system from scratch

Design Systems · Vodafone UK

Source Web - Building a global design system from scratch

From a PDF and a Sketch file to 210 components, 500+ designers, and 40,000 Figma inserts a week. How we built, governed, and scaled a design system across a global telecoms group.
Brands I've worked with
Vodafone VOXI VodafoneThree Vodafone Enterprise Yours next?
About me

15 years building things that scale.

I've spent my career at the intersection of design and engineering - close enough to the code to understand what ships, strategic enough to see where the system needs to go next.

My work is currently at Vodafone UK, where I've led the design system used by 500+ designers across 7 international markets. I'm also a runner, a guitarist, and a battenburg cake enthusiast.

Read the full CV
210
components in the live design system
40k+
Figma component inserts per week
500+
designers across 7 global markets
15
years at Vodafone UK
Let's talk

Got a project
in mind?

I'm always open to interesting conversations about design systems, UX challenges, or what's next.

Get in touch
hi@maesmith.co.uk LinkedIn