Senior Product Designer. Design Systems & AI Prototyping

I design accessible digital products and scalable design systems for complex, regulated services. My recent financial-services work includes reusable components adopted more than 21,000 times across shared product libraries.

I bring together strong visual design craft, accessibility, product thinking and close collaboration with engineering—from early journeys to production-ready UI.

Portrait of Sophie Purewal

Professional impact

Design-system impact at scale

Recent financial-services design-system work includes measurable adoption across reusable components and governed releases.

Selected work

Commercial experience and product design projects

My recent commercial work includes regulated financial-services journeys, accessible component design, design-system governance and close collaboration with engineering teams. The selected projects below also demonstrate my product thinking, UI craft and approach to AI-assisted prototyping.

Professional recommendations

Endorsements

A selection of recommendations spanning product design, project leadership, collaboration and delivery.


Sophie consistently demonstrates exceptional expertise as a senior UX designer. Her deep understanding of user experience principles, combined with her strong focus on accessibility, enables her to create inclusive, user-centred solutions that make a real impact.

She is supportive, approachable and always willing to share her knowledge with colleagues and stakeholders. Her professionalism, collaborative spirit and commitment to high-quality work make her a valued member of any team.

What particularly stands out is Sophie’s ability to champion accessibility while maintaining excellent user experiences, ensuring products are both intuitive and accessible to a wide range of users.

Prantick Biswas — Senior Engineer, Tata Consultancy Services (TCS)

Sophie designed the UI for a large web based application we were developing in-house. She is wonderful to work with, has attention to detail, is very professional and highly efficient.

Mark Trinick — CEO, eSuite | eTrackrILP | eSpirALS | eSignUp | eApprentice | eTimetable | eHub

Sophie has a clear understanding of seeing a project through… keeping focus on the user experience.

Dieter De Duytschaever — Strategic Program Manager, ex-Yahoo!, ex-BBC

Efficient, professional, totally understood our brief, excellent product. Highly recommended.

Emma McConachie — Director at Areté Ventures