Improving access to age-appropriate games through a scalable digital platform
Led the end-to-end redesign of Ask About Games — aligning brand, content and product to create a clearer, more accessible experience for parents and carers.
Overview
UKIE wanted to reposition Ask About Games as a trusted, go-to resource for parents navigating video games, with greater control over content and a stronger, more consistent brand presence.
I led the project from initial scoping through to delivery — working directly with stakeholders, guiding design and managing development to deliver a cohesive, future-ready platform.
The challenge
UKIE needed a platform that could:
- Better support parents with clear, easy-to-navigate guidance on games and safety
- Apply a new brand identity that hadn’t yet been used in a digital product
- Give internal teams more control over content and publishing
- Surface structured game data dynamically, without adding manual overhead
The existing site was difficult to navigate and not scalable for growing content needs.
My role
End-to-end creative and delivery lead — bridging client, design, content and development.
- Led client workshops to define scope, user needs and priorities
- Translated new brand guidelines into a usable digital system
- Designed the full website experience end-to-end
- Line managed developers and guided technical delivery
- Worked with writers to audit, restructure and scale content
Approach
- Reframed the platform around user needs
Simplified navigation and structure so parents could quickly find relevant information - Brought the new brand to life digitally
Created a consistent UI system that balanced clarity, accessibility and visual strength - Designed for content ownership and flexibility
Built modular templates within a CMS, enabling teams to easily create and manage content without technical support - Delivered a data-driven feature through API integration
Collaborated with developers to integrate an external games database and surface it through flexible page templates
👉 Key feature:
Find the right game tool
https://askaboutgames.com/find-the-right-game
This allows users to explore games based on age, interests and context using dynamically updated data
Outcome
- A clearer, more intuitive experience tailored to parents
- A fully scalable platform with flexible content publishing
- Dynamic integration with a games database, reducing manual upkeep
- A consistent digital expression of the refreshed brand