Available to hire
Hi, I’m Phil Masaba, a technically savvy UX designer with over 20 years’ experience across finance, telecoms and e-commerce. I design and deliver fit-for-purpose solutions for web and mobile apps, and I regularly apply CRO and SEO techniques to drive measurable improvements. I’m also an experienced UX researcher with a focus on usability testing, accessibility (WCAG) and content design. I’ve led enterprise-scale design systems and service-design blueprints, translating complex requirements into clear, actionable experiences across digital and offline channels.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
UX/UI Designer at HSBC
June 30, 2025 - October 6, 2025Led UX and UI design and delivery across internal websites and apps; performed discovery workshops, UX research, usability and accessibility audits, and produced wireframes, UI designs and prototypes for user testing.
UX/UI Designer (Product Designer) at British Airways
June 1, 2025 - December 1, 2025Led UX/UI design on Power BI web app development across data visualisation projects. Created wireframes with detailed annotations for development and prototyping. Conducted usability audits and user testing. Performed discovery research and content design.
UX/UI Designer at HSBC
June 1, 2025 - October 6, 2025Led UX and UI design across internal website and app projects; produced wireframes, UI designs and prototypes; conducted discovery workshops, UX research, usability and accessibility audits.
UX/UI Design Consultant at British Airways
June 1, 2025 - PresentLed UX/UI design on Power BI web app development across dashboard projects; designed and documented interactive dashboards, produced wireframes with annotations, prototyped and facilitated usability testing; conducted usability audits and provided accessibility guidance.
UX/UI Design Consultant at British Airways
June 1, 2025 - PresentLed UX/UI design on Power BI web app development across multiple dashboard projects; delivered wireframes with detailed annotations, prototyped, planned and facilitated usability tests; conducted usability audits and provided accessibility guidance.
UX/UI Designer at HSBC
June 1, 2025 - October 1, 2025Led UX and UI design across internal websites and apps; conducted discovery workshops, UX research, usability and accessibility audits; delivered a colleague experience app.
UX Design Consultant at British Airways
June 1, 2025 - PresentLed UX/UI design on Power BI dashboards; produced annotated wireframes, prototypes, and facilitated usability testing; conducted accessibility audits and provided guidance.
UX/UI Design Consultant at HSBC
April 1, 2025 - October 6, 2025Lead UX and UI design and delivery across internal websites and apps. Responsibilities include interaction design within an agile delivery team, service design blueprint and information architecture, and wireframing/prototyping for user testing. Key deliverables included an internal app solution delivering efficiency gains and a proof-of-concept for a IVR conversational AI solution.
Senior Interaction Designer at Lloyds Banking Group
July 31, 2024 - October 6, 2025Led UX design and research across multiple work streams for a business-wide customer contacts app; produced service blueprints, journey maps and prototypes; conducted accessibility audits and facilitated tests.
UX/UI Designer (Product Designer) at HSBC
July 1, 2024 - June 1, 2025Led design, content design and delivery across internal websites and apps. Analyzed risk management, assurance and compliance processes to identify pain points and opportunities to streamline tasks and improve efficiency.
Interaction / Service Designer at Lloyds Banking Group
July 1, 2024 - October 6, 2025Collaborated across multiple work streams to lead UX and product design on a business-wide customer contacts app, enabling staff to assist customers more efficiently and achieving multi-million pound cost savings. Activities included design research, wireframing, prototyping, and working with QE and developers in agile sprints.
Senior Interaction Designer at Lloyds Banking Group
July 1, 2024 - October 6, 2025Led UX and product design on business-wide customer contacts app; produced service blueprints, user journey maps and ecosystem maps; wireframed and prototyped; conducted accessibility audits.
Senior Interaction Designer at Lloyds Banking Group
July 1, 2024 - October 1, 2025Led UX, research and content design across internal and B2C sites/apps; produced service blueprints and journey maps; enabled multi-million pound cost savings.
Lead UX / UX Researcher at True Digital
April 30, 2023 - October 6, 2025Led discovery and UX research for website redesigns including Newmarket Holidays, St Austell’s Brewery and Shutter store; planned research and facilitated workshops, conducted benchmarking and analysis to drive KPI improvements.
Senior UX Designer at Lloyds Banking Group
April 1, 2023 - July 1, 2024Led UX and product design across multiple work streams for a business-wide customer contacts app, enabling colleagues to assist customers more efficiently and delivering measurable cost savings.
Lead UX / UX Researcher at True Digital
April 1, 2023 - October 6, 2025Led discovery, research planning, and usability testing for website redesign projects for clients including Newmarket Holidays, St Austell’s Brewery and Shutter Store; produced journeys, personas and research reports; used Dovetail and Optimal Workshop for insight generation.
Lead UX / UX Researcher at True Digital
April 1, 2023 - October 1, 2025Led discovery, research planning, workshops and usability testing for redesign projects; created journeys, personas and research reports to inform KPI improvements.
Lead UX / UX Researcher at True Digital
March 1, 2023 - October 6, 2025Led UX research and design for website redesigns (e.g., Newmarket Holidays, St Austell’s Brewery, World Duty Free). Activities included discovery, research planning, stakeholder interviews, and playback sessions; produced journeys, personas, and research reports to inform KPI-driven improvements.
Product Designer at Boldspace
December 31, 2022 - October 6, 2025Discovery and UX design on Socios blockchain platform; conducted legacy site/app SEO audit, created user journeys for three key user types and wireframes to optimise conversion; produced web/mobile designs.
Lead UX / UX Researcher at True Digital
December 1, 2022 - April 1, 2023Led discovery, UX research and content design for website redesign projects (Newmarket Holidays, St Austell’s Brewery and Shutter store); produced journeys, personas and research reports; facilitated stakeholder playback sessions.
Product Designer at Boldspace
December 1, 2022 - October 6, 2025Discovery and UX design on Socios blockchain platform for the launch of an NFT mobile app; conducted UX research and SEO audit of legacy site; mapped user journeys for three key user types and prepared wireframes to optimise conversions.
Product Designer at Boldspace
December 1, 2022 - October 1, 2025Discovery and UX design on Socios blockchain NFT platform; conducted UX research and SEO audit; produced wireframes for conversion improvements.
UX Researcher / UX Designer at Else London
November 30, 2022 - October 6, 2025Led UX design and research for trade risk management platform and hedge fund traders' portal; created research plans, conducted qualitative/quantitative research and produced wireframes, IA and prototypes; facilitated testing.
UX Researcher / UX Designer at Else London
November 1, 2022 - October 6, 2025Led UX design and research for trade risk management platforms and trader portals, delivering optimal workflows, regulatory alignment, and testable prototypes; facilitated recruitment and interviews and produced UX artifacts aligned to roadmaps.
UX Researcher / UX Designer at Else London
November 1, 2022 - October 6, 2025Led UX design and research for a trade risk management platform and hedge fund traders’ portal; created research plan, conducted qualitative and quantitative studies; produced journeys, personas and reports; facilitated stakeholder sessions.
UX Researcher / UX Designer at Else London
November 1, 2022 - October 1, 2025Led UX design and research for trade risk management platform; created research plans, user journeys, IA and prototypes; supported regulatory compliance.
Interaction Designer at Department for Works & Pensions (DWP)
May 31, 2022 - October 6, 2025Led UX work on government Apprenticeship service; produced alpha discovery plan, IA, personas, wireframes and prototypes and supported user testing within Agile teams.
Interaction Designer at Department of Works & Pensions (DWP)
May 1, 2022 - October 6, 2025Led UX design aligned to GDS standards for government Apprenticeship services. Created alpha discovery plans, user journeys, IA, wireframes, and prototypes; supported user testing and delivery teams in Agile.
Interaction Designer at Department for Works & Pensions (DWP)
May 1, 2022 - October 6, 2025Led UX work to GDS standards on the Apprenticeship service; created alpha discovery plan; built prototypes; supported user testing and delivery with Agile teams.
Interaction Designer at Department of Works & Pensions (DWP)
May 1, 2022 - October 1, 2025Led UX work to GDS standards; created alpha discovery plan, journey maps, and prototypes; supported testing and delivery.
Senior UX Designer at William Hill
November 30, 2021 - October 6, 2025UX design on Sportsbook basket, checkout and ACCA club; led UX testing, improved conversion and launched new features.
Senior UX Designer at William Hill
November 1, 2021 - October 6, 2025Led UX design on Sportsbook basket, checkout and ACCA club products; conducted insights and data analysis to improve funnel conversion, and coordinated with visual design leads to deliver UI updates and usability testing.
Senior UX Designer at William Hill
November 1, 2021 - October 6, 2025UX design on Sportsbook basket, checkout and ACCA club product; conducted UX audits and led testing to improve conversions.
Senior UX Designer at William Hill
November 1, 2021 - October 1, 2025UX design on sportsbook basket, checkout and ACCA club; led usability testing and CRO to improve conversions.
Interaction Designer at Department of Works & Pensions (DWP)
October 1, 2021 - May 1, 2022Led UX work to GDS standards on government’s Apprenticeship service; created alpha discovery plan, conducted qualitative and quantitative user research; produced experience maps, IA, personas, wireframes; built prototypes with GDS toolkit; supported user testing.
Senior UX Designer at Cogworx
May 31, 2021 - October 6, 2025SaaS dashboard UX, ownership of UX backlog in Azure DevOps; implemented end-user dashboard redesign.
Senior UX Designer at Cogworx
May 1, 2021 - October 6, 2025Worked on business customer dashboards for a SaaS insurance platform; conducted UX research, maintained Azure DevOps backlog, wrote user stories, and delivered a dashboard UI redesign integrated with the product roadmap.
Senior UX Designer at Cogworx
May 1, 2021 - October 6, 2025UX research and design for business customer dashboards; collaborated with Azure DevOps (owning kanban, creating user stories, managing backlog).
Senior UX Designer at Cogworx
May 1, 2021 - October 1, 2025UX research and design for B2B SaaS dashboards; backlog management and end-user UI redesign; built wireframes and prototypes.
Lead UX Designer / Product Manager at DMW Group
February 28, 2021 - October 6, 2025Led design system project for Lloyds Banking Group; managed feature backlog, wrote user stories, and delivered design language with components and guidelines.
Lead UX Designer / Product Manager at DMW Group
February 1, 2021 - October 6, 2025Led UX design and product management for a design system project for Lloyds Banking Group; owned feature backlog, defined goals, and delivered a design system with components, language, and guidelines.
Lead UX Designer / Product Manager at DMW Group
February 1, 2021 - October 6, 2025Led design system project for Lloyds Banking Group; owned feature backlog, defined goals, wrote user stories and acceptance criteria; steered research, design and delivery of the design system and component library.
Lead UX Designer / Product Manager at DMW Group
February 1, 2021 - October 1, 2025Led design system project for Lloyds Banking Group; backlog management; designed and delivered design system, components, and guidelines.
Senior Experience Designer at Sainsbury’s Group
June 30, 2020 - October 6, 2025UX design on ecommerce propositions including basket and My Account; collaborated with PMs to deliver features improving conversions and revenue.
Lead UX Designer / Product Manager at DMW Group
June 1, 2020 - February 1, 2021UX design and product management on a Design System project for Lloyds Banking Group; owned feature backlog, defined goals and objectives; led the design system creation and its documentation; delivered rapidly in Agile.
Senior UX Designer at Sainsbury’s Group
June 1, 2020 - October 6, 2025Led UX design on e-commerce basket and checkout across group propositions; collaborated with PMs and engineers to deliver back-log items and drive revenue improvements.
Senior Experience Designer at Sainsbury’s Group
June 1, 2020 - October 6, 2025UX design on e-commerce basket, checkout and My Account; collaborated with PMs and engineers to improve usability and conversions.
Senior Experience Designer at Sainsbury’s Group
June 1, 2020 - October 1, 2025UX design on ecommerce basket, checkout and My Account; improved conversions and revenue.
Senior UX Designer at Discovery
December 31, 2019 - October 6, 2025Led UX for 27-country ecommerce: onboard journeys, CRO improvements, and led SVOD platforms with redesigns; produced user journeys and personas.
Senior Experience Designer at Sainsbury’s Group
December 1, 2019 - June 1, 2020UX design on ecommerce basket, checkout and My Account across group propositions; contributed to features and improvements driving conversions.
Senior UX Designer at DiscoveryUX
December 1, 2019 - October 6, 2025Led UX research and design for ecommerce in-app journeys; conducted discovery, requirements gathering, ideation workshops, and produced experience maps, personas, and research reports.
Senior UX Designer at Discovery
December 1, 2019 - October 6, 2025Led discovery, UX research and design across multiple projects including Newmarket Holidays, St Austell’s Brewery and Shutter Store; produced journeys, personas and research reports.
Senior UX Designer at Discovery
December 1, 2019 - October 1, 2025Led discovery and UX on 27 country ecommerce and SVOD apps; produced journeys, personas and research reports; improved KPIs.
Lead UX Designer at Hyperoptic
June 30, 2019 - October 6, 2025Product management and leading UX design for new website and app redesign for a disruptive startup; improved onboarding and conversion.
Lead UX Designer at Hyperoptic
June 1, 2019 - October 6, 2025UX design for redesign of website and apps; led on onboarding, purchase journeys, and multi-channel experience improvements for a disruptive start-up.
Lead UX Designer at Hyperoptic
June 1, 2019 - October 6, 2025Product design and redesign of new website and app for disruptive startup; improved onboarding and conversions.
Lead UX Designer at Hyperoptic
June 1, 2019 - October 1, 2025Product management and leading UX design of new website/app for disruptive startup; design leading to improved conversions.
Senior UX Designer at AnalogFolk
February 28, 2019 - October 6, 2025Strategic product design on AI chatbot project for HSBC; delivered conversational design and prototype with design language and guidelines.
Senior UX Designer at AnalogFolk
February 1, 2019 - October 6, 2025Strategic product design on an innovation AI chatbot project for HSBC; produced UX design, conversation guidelines, and design language documentation.
Senior UX Designer at AnalogFolk
February 1, 2019 - October 6, 2025Strategic product design on AI chatbot project for HSBC; UX design, conversation design and prototype development; produced design language and guidelines.
Senior UX Designer at AnalogFolk
February 1, 2019 - October 1, 2025Strategic product design on AI chatbot customer messaging project for HSBC; prototyping and design guidelines.
UX Designer at Now (part of Sky)
November 30, 2018 - October 6, 2025Led UX design on ecommerce purchase and onboarding journey for streaming product across web, mobile, tablet, smart TV and OTT devices; defined UX research processes and translated insights into improvements; wireframes and prototypes.
Senior UX Designer at AnalogFolk
November 1, 2018 - February 1, 2019Strategic product design on an AI chatbot customer messaging project for HSBC; UX design, conversational design and a PoC prototype; produced design language and guidelines.
Lead UX Designer at Now (part of Sky)
November 1, 2018 - October 6, 2025Led UX design on ecommerce purchase and onboarding journeys across web, mobile, tablet, TV and OTT devices; defined UX research processes and produced actionable insights.
UX Designer at Now (part of Sky)
November 1, 2018 - October 6, 2025Led UX design on ecommerce purchase and onboarding journeys across web, mobile, tablet and smart TV; defined research processes and generated actionable insights.
UX Designer at Now (part of Sky)
November 1, 2018 - October 1, 2025Led UX design on ecommerce purchase and onboarding journey across web, mobile, tablet, smart TV and OTT devices; research processes defined.
Lead UX Designer at Stars Group (PokerStars)
May 31, 2018 - October 6, 2025Led UX on loyalty, rewards programme and live casino product; delivered next generation apps and products across verticals; designed loyalty program.
Lead UX Designer at Stars Group (PokerStars)
May 1, 2018 - October 6, 2025Led UX on loyalty/rewards and live casino products; defined multi-channel UX concepts and delivered next-gen apps and experiences.
Lead UX Designer at Stars Group (PokerStars)
May 1, 2018 - October 6, 2025Led product design for loyalty and rewards across multichannel platforms; delivered next-generation ecommerce experiences and improved engagement.
Lead UX Designer at Stars Group (PokerStars)
May 1, 2018 - October 1, 2025UX on customer loyalty/rewards and live casino; led product design and prototyping; multi-channel experience.
Lead UX Designer at VCCP
September 30, 2017 - October 6, 2025Product management and UX on O2 websites for phone purchase journey; led all aspects of UX and delivered major launch.
Lead UX Designer at Stars Group (PokerStars)
September 1, 2017 - May 1, 2018UX on customer loyalty and rewards programs and live casino product; led lean UX and prototyping; worked with PMs to deliver next-gen apps and multi-channel experiences.
Lead UX Designer at VCCP
September 1, 2017 - October 6, 2025Led UX for major UK website redesigns; developed user stories, research, prototypes, and managed delivery in an agile setup.
Lead UX Designer at VCCP
September 1, 2017 - October 6, 2025Led all aspects of UX for O2 website redesigns; owned user research, concept development and prototyping within Agile delivery.
Lead UX Designer at VCCP
September 1, 2017 - October 1, 2025Product management and UX design on O2 websites; led user research, proof of concept, and agile delivery.
Lead UX Designer at Space66 (for PurpleBricks)
July 31, 2017 - October 6, 2025Go-to-market redesigns of global website; led user stories, prototype design and a team of 3; delivered major US launch.
Lead UX Designer at Space66 (for PurpleBricks)
July 1, 2017 - October 6, 2025Led go-to-market redesign of the global website; owned user stories, research, prototype design, and team leadership.
Lead UX Designer at Space66 (for PurpleBricks)
July 1, 2017 - October 6, 2025Go-to-market redesigns; led user research, wireframes and build; improved conversions and self-service capabilities.
Lead UX Designer at Space66 (for PurpleBricks)
July 1, 2017 - October 1, 2025Go-to-market redesigns; led user stories, research, prototyping; delivered new website/app.
Lead UX Designer at Deloitte
May 31, 2017 - October 6, 2025Product Innovation Accelerator; led UX on conversational AI chatbot product; collaborated with Product Managers in Agile; delivered improvements to SaaS products for Tesco.
Lead UX Designer at Space66
May 1, 2017 - July 1, 2017Go-to-market redesigns of a global website; led user research, prototyping and a small team; improved conversion and self-service experience.
Lead UX Designer at Deloitte
May 1, 2017 - October 6, 2025UX Lead on Product Innovation Accelerator; led user journeys and strategy for SaaS products tied to Tesco; contributed to accelerator framework.
Lead UX Designer at Deloitte
May 1, 2017 - October 6, 2025Product Innovation Accelerator; led UX for SaaS products and innovation framework; delivered KPI-driven improvements.
Lead UX Designer at Deloitte
May 1, 2017 - October 1, 2025Product Innovation Accelerator; led UX on conversational AI chatbot product; framework for delivery.
Senior UX Designer at Lloyds Banking Group
February 28, 2017 - October 6, 2025Multichannel UX design of retail banking products; delivered full UX design across multiple products and improved journeys.
Senior UX Designer at Lloyds Banking Group
February 1, 2017 - October 6, 2025Multichannel UX design across retail banking products in Agile; improved customer journeys and conversion metrics.
Senior UX Designer at Lloyds Banking Group
February 1, 2017 - October 6, 2025Multichannel UX design across retail banking products; improved journeys, usability and conversions.
Senior UX Designer at Lloyds Banking Group
February 1, 2017 - October 1, 2025Multichannel UX design across retail banking products; improved journeys and conversions.
Lead UX Designer at Lexis Nexis (RELX)
September 30, 2016 - October 6, 2025Delivery of UX for Lexis One enterprise SaaS; created design for SaaS product.
Senior UX Designer at Lloyds Banking Group
September 1, 2016 - February 1, 2017Multichannel UX design across retail banking products; improved journey design and usability to support group OKRs.
Lead UX Designer at Lexis Nexis (RELX)
September 1, 2016 - October 6, 2025UX design and delivery for a SaaS Legal Tech product; developed design language and implemented across multiple products.
Lead UX Designer at Lexis Nexis (RELX)
September 1, 2016 - October 6, 2025UX design and delivery of Lexis One SaaS; cross-functional collaboration; enterprise-focused solution.
Lead UX Designer at Lexis Nexis (RELX)
September 1, 2016 - October 1, 2025UX design for Lexis One enterprise SaaS; design guidelines and UI components.
Customer Experience (CX) Consultant at The Cooperative Group
March 31, 2016 - October 6, 2025Thought leadership and user-centered design; recruited and grew UX team to 15.
CX Consultant at The Cooperative Group
March 1, 2016 - October 6, 2025Applied user-centered design and innovation across group-wide website and app rebranding; built and mentored a UX team.
CX Consultant at The Cooperative Group
March 1, 2016 - October 6, 2025Thought leadership and user-centered design; contributed to group-wide rebranding and UX capability growth.
Customer Experience (CX) Consultant at The Cooperative Group
March 1, 2016 - October 1, 2025Thought leadership, user-centered design and innovation; built and grew UX capability.
Senior Design Manager (interim Head of UX) at House of Fraser
January 31, 2016 - October 6, 2025Led a multidisciplinary UX team; scoped, prioritized and delivered the launch of new UK website worth £32m.
Customer Experience Consultant at The Cooperative Group
January 1, 2016 - March 1, 2016Thought leadership and user-centered design across rebranding initiatives; recruited and grew a UX team to 15.
Senior Design Manager (interim Head of UX) at House of Fraser
January 1, 2016 - October 6, 2025Led a 15-strong UX team and steered the launch of a £32m UK website; provided strategic UX leadership across groups.
Senior Design Manager (interim Head of UX) at House of Fraser
January 1, 2016 - October 6, 2025Led a 15-person UX team; scoped and delivered major UK website launch; provided strategic UX leadership across the business.
Senior Design Manager (interim Head of UX) at House of Fraser
January 1, 2016 - October 1, 2025Led a multidisciplinary team of 15; steered delivery and design for the £32m UK website launch.
Digital UX Manager at Thames Valley Police
August 31, 2015 - October 6, 2025Defined UX strategy for Digital Policing Transformation; collaborated with Microsoft Dynamics CRM; redesigned call handling.
Senior Design Manager (interim Head of UX) at House of Fraser
August 1, 2015 - January 1, 2016Led a multidisciplinary UX team; scoping and planning for timely delivery; contributed to the launch of a new £32m UK website.
Digital UX Manager at Thames Valley Police
August 1, 2015 - October 6, 2025Delivered UX strategy for Digital Policing Transformation; worked with Microsoft Dynamics CRM in Agile; improved call handling.
Digital UX Manager at Thames Valley Police
August 1, 2015 - October 6, 2025Led UX strategy for Digital Policing Transformation; collaborated with Microsoft Dynamics CRM; redesigned call handling to reduce waste.
Digital UX Manager at Thames Valley Police
August 1, 2015 - October 1, 2025UX strategy for Digital Policing Transformation; MS Dynamics CRM integration; improved call handling.
Senior UX Architect at Virgin Media
May 31, 2015 - October 6, 2025Defined best practices for customer experience; led wireframes and prototypes for broadband and TV services; improved call handling and upsell opportunities.
Senior UX Architect at Virgin Media
May 1, 2015 - October 6, 2025Defined best practices for customer experience across broadband and TV propositions; led UX design and prototyping.
Senior UX Architect at Virgin Media
May 1, 2015 - October 6, 2025Defined best-practice UX across Broadband and Television offerings; redesigned customer journeys to improve conversions and upsell.
Senior UX Architect at Virgin Media
May 1, 2015 - October 1, 2025Defined UX best practices; wireframes and prototypes for broadband and TV services; improved call handling.
Lead UX Designer, Group Digital Products at Tesco Group
March 31, 2015 - October 6, 2025Defined UX across My Tesco; delivered SaaS supplier portal and design language; improved online conversions.
Lead UX Designer, Group Digital Products at Tesco Group
March 1, 2015 - October 6, 2025Defined design patterns and experience for MyTesco across products; delivered a SaaS supplier portal to improve product data uploads and online conversions.
Lead UX Designer, Group Digital Products at Tesco Group
March 1, 2015 - October 6, 2025Defined design patterns and My Tesco experiences; led SaaS portal for supplier onboarding and product data uploads.
Lead UX Designer, Group Digital Products at Tesco Group
March 1, 2015 - October 1, 2025Defined design patterns and My Tesco/product UX; SaaS supplier portal for product data flows.
Digital Customer Experience Lead (CDX) at EE
November 30, 2014 - October 6, 2025Delivered MyEE mobile app, e-billing; led UX research and content strategies; improved customer experience.
Lead UX Designer, Group Digital Products at Tesco Group
November 1, 2014 - March 1, 2015Defined best-practice UX for MyTesco; led the design of a SaaS supplier portal and improved online conversions.
CX Consultant at EE
November 1, 2014 - October 6, 2025Led UX strategy and design for customer experience improvements; contributed to the MyEE app and related digital projects.
Digital Customer Experience Lead (CDX) at EE
November 1, 2014 - October 6, 2025Led UX, UX research and content strategies for MyEE app and e-billing; delivered customer-focused UX improvements.
Digital Customer Experience Lead (CDX) at EE
November 1, 2014 - October 1, 2025Design thinking and digital channels strategy; UX research framework and guidance.
UX Architect at Barclays Bank
April 30, 2014 - October 6, 2025Worked on B2B and consumer products; conducted UX research and usability testing; agile UX across multiple projects.
UX Architect at Barclays Bank
April 1, 2014 - October 6, 2025Worked within Barclays Design Office on multiple B2B and consumer products; conducted UX research and usability testing to inform opportunities.
UX Architect at Barclays Bank
April 1, 2014 - October 6, 2025UX for B2B and consumer offerings; research, testing and prototyping; contributed to design standards and accessibility considerations.
UX Architect at Barclays Bank
April 1, 2014 - October 1, 2025UX design for B2B and consumer products; usability testing and accessibility compliance.
Senior User Experience Architect at Nationwide Building Society
September 30, 2013 - October 6, 2025Multi-platform mobile app design for transactional payments; wireframes, prototypes and user testing.
UX Architect at Barclays Bank
September 1, 2013 - April 1, 2014Barclays Design Office projects across B2B and consumer; led UX research and usability testing; contributed to multiple high-profile initiatives.
Senior User Experience Architect at Nationwide Building Society
September 1, 2013 - October 6, 2025Multi-platform mobile banking UX design; produced wireframes, prototypes, and user testing materials.
Senior User Experience Architect at Nationwide Building Society
September 1, 2013 - October 6, 2025Multi-platform mobile app design for transactional payments; wireframes, prototypes and usability testing.
Senior User Experience Architect at Nationwide Building Society
September 1, 2013 - October 1, 2025Multi-platform mobile app design; wireframes, prototypes and user testing.
Senior User Experience Architect at Carphone Warehouse
February 29, 2012 - October 6, 2025UX design for ecommerce consumer app for stores; led a UX team and conducted usability testing.
Senior User Experience Architect at Carphone Warehouse
February 1, 2012 - October 6, 2025Led a UX team in designing an eCommerce consumer app for stores; performed usability testing and produced concept deliverables.
Senior User Experience Architect at Carphone Warehouse
February 1, 2012 - October 6, 2025UX design for eCommerce consumer app; led a UX team and conducted multi-variant testing.
Senior User Experience Architect at Carphone Warehouse
February 1, 2012 - October 1, 2025UX design for ecommerce consumer app; led a UX team and multi-variant testing.
Lead User Experience Architect at Fidelity International
November 30, 2011 - October 6, 2025Information architecture and UI for complex financial systems; ISO/compliance; led workshops and design guidelines.
Senior User Experience Architect at Carphone Warehouse
November 1, 2011 - February 1, 2012UX team lead for eCommerce consumer app; managed a team and conducted usability testing.
Lead User Experience Architect at Fidelity International
November 1, 2011 - October 6, 2025Directed UX for complex financial services UI; produced concepts, guidelines, and usability workshops.
Lead User Experience Architect at Fidelity International
November 1, 2011 - October 6, 2025Customer-centered UI design for complex financial systems; ISO, accessibility and WCAG conformance; contributed to design guidelines.
Lead User Experience Architect at Fidelity International
November 1, 2011 - October 1, 2025UI for complex financial systems; ISO/WCAG conformance; design guidelines and governance.
Information Architect (UX) at Barclays Bank plc
August 31, 2011 - October 6, 2025Information architecture and multi-channel UX; contributed to Personal Online Banking across web and mobile; WCAG 2.0 compliance.
Information Architect (UX) at Barclays Bank plc
August 1, 2011 - October 6, 2025Multi-channel UX design for personal online banking; created taxonomies, guidelines, and accessibility conformance.
Information Architect (UX) at Barclays Bank plc
August 1, 2011 - October 6, 2025Information architecture and multi-channel UX for personal online banking; content taxonomy and UX guidelines; WCAG conformance.
Information Architect (UX) at Barclays Bank plc
August 1, 2011 - October 1, 2025Multichannel online banking UX; content taxonomy, design guidelines and WCAG 2.0 compliance.
Lead Information Architect (UX) at News International (News UK)
September 30, 2010 - October 6, 2025IA and design for multi-channel sites; paywall projects; led testing with usability consultancies.
Lead Information Architect (UX) at News International (News UK)
September 1, 2010 - October 6, 2025Information architecture and multi-channel GUI design; led paywall-driven content experiences and usability testing.
Lead Information Architect (UX) at News International (News UK)
September 1, 2010 - October 6, 2025Information architecture and design for consumer web, mobile and iPad projects; paywall strategy support; usability testing.
Lead Information Architect (UX) at News International (News UK)
September 1, 2010 - October 1, 2025Information architecture and multi-platform design for consumer sites with paywalls.
Senior Information Architect/User Experience Designer at Three
March 31, 2010 - October 6, 2025UX design for ecommerce and mobile; led workshops and prototyping; created proof-of-concepts.
Information Architect (UX) at Barclays Bank plc
March 1, 2010 - September 1, 2010Information architecture for multi-channel personal online banking; content taxonomy and WCAG 2.0 compliance.
Senior Information Architect / UX Designer at ThreeUX
March 1, 2010 - October 6, 2025Designed ecommerce and mobile experiences; led usability workshops and produced high-fidelity prototypes.
Senior Information Architect/User Experience Designer at Three
March 1, 2010 - October 6, 2025UX design for ecommerce and mobile; prototypes, user research and testing; multi-platform concepts.
Senior Information Architect/User Experience Designer at Three
March 1, 2010 - October 1, 2025UX design for ecommerce web and mobile; prototyping and testing.
Senior Information Architect / User Experience Designer at Three
September 1, 2009 - March 1, 2010UX design for ecommerce and mobile; ran usability workshops and produced high-fidelity prototypes for proof-of-concept.
User Experience Consultant at IOME (startup)
June 30, 2009 - October 6, 2025Design strategy and planning for consumer web/app solutions; delivered comprehensive design solution for business requirements.
User Experience Consultant at IOME
June 1, 2009 - October 6, 2025Design, strategy and planning for consumer web and app projects; delivered end-to-end UX concepts.
User Experience Consultant at IOME
June 1, 2009 - October 1, 2025Design, strategy and planning for consumer web and app design.
User Experience Architect at Sapient (for Department of Health)
April 30, 2009 - October 6, 2025IA and UX for government project; collaborated with BAs and stakeholders; prototyped and built UX solutions.
User Experience Architect at Sapient (for Department of Health)
April 1, 2009 - October 6, 2025Information architecture and UX design for government project; collaborated with BAs and stakeholders to deliver persona-driven solutions.
User Experience Architect at IOME (start up)
April 1, 2009 - October 6, 2025Design strategy and planning for consumer web and app solutions; delivered user-centered design concepts and prototypes.
User Experience Architect at Sapient (for Department of Health)
April 1, 2009 - October 6, 2025Information architecture and UX design for a high-profile government project; collaborated with BAs and stakeholders to deliver user-centered solutions.
User Experience Architect at Sapient (for Department of Health)
April 1, 2009 - October 1, 2025Information architecture; persona development; wireframes; prototyping and build.
User Experience Architect at Citi Group
January 31, 2009 - October 6, 2025UX design for trading risk management dashboards; data-intensive apps; led research and prototypes; regulatory compliance.
User Experience Designer at Citi Group
January 1, 2009 - October 6, 2025UX design and delivery for trading risk management dashboards; produced IA, wireframes, prototypes and usability testing plans.
User Experience Architect at Citi Group
January 1, 2009 - October 6, 2025UX design and delivery of trading risk management dashboards; prototyping, testing and iterative improvements.
User Experience Architect at Citi Group
January 1, 2009 - October 1, 2025UX design and delivery of trading risk management dashboards; regulatory compliance.
UX Designer at BT plc
February 29, 2008 - October 6, 2025UX architecture and design for mobile devices, IPTV and rich internet applications; led projects and teams across channels.
User Experience Architect at Citi Group
February 1, 2008 - January 1, 2009UX design and delivery of trading risk management dashboards; IA, wireframes, prototypes and testing; improved regulatory-compliant UX.
UX Designer at BT plc
February 1, 2008 - October 6, 2025UX architecture and design for mobile devices, Interactive TV, and RIAs; led research and testing activities.
UX Designer at BT plc
February 1, 2008 - October 6, 2025UX architecture and design for mobile devices, Interactive TV and RIA; led UX research and UAT activities.
User Experience Designer at Bauer Media
March 31, 2007 - October 6, 2025IA and design for multi-channel consumer site; mentored team and championed UX; improved usability and CRO via content strategy.
User Experience Designer at BT plc
March 1, 2007 - February 1, 2008UX architecture and design of mobile devices, interactive TV and RIA; led cross-functional UX projects and mentoring.
User Experience Designer at Bauer Media
March 1, 2007 - October 6, 2025Information architecture and multi-channel site design; led a small UX team and championed UX across the business.
UX Designer at Bauer Media
March 1, 2007 - October 6, 2025Information architecture and multi-channel UX; led a small team to deliver award-winning website; improved usability and CRO.
Freelance UX Designer & Information Architect at Various
September 30, 2006 - October 6, 2025Provided UX, IA and design services for multiple clients including agencies and corporates; end-to-end UX solutions.
User Experience Designer at Bauer Media
September 1, 2006 - March 1, 2007Information architecture and multi-channel website design; led a small UX team and championed UX across the business.
Freelance UX Designer & Information Architect at Various
September 1, 2006 - October 6, 2025Provided UX, design and IA services for multiple clients across agencies and brands.
Freelance UX Designer & Information Architect at Various
September 1, 2006 - October 6, 2025Provided UX, IA and design services for multiple clients, delivering success across diverse sectors.
Freelance UX Designer & Information Architect at Various
September 1, 2006 - October 1, 2025Provision of UX and IA to deliver projects for multiple clients including major brands.
Web Designer at Cisco Systems
March 31, 2003 - October 6, 2025UI/UX design on EMEA & APAC websites; design, content and site management.
Web Designer at Cisco Systems
March 1, 2003 - October 6, 2025UI/UX design on EMEA and APAC global websites; design, content, and site management.
Web Designer at Cisco Systems
March 1, 2003 - October 6, 2025Web design (UI/UX) for EMEA and APAC sites; design, content and site management.
Web Designer at Cisco Systems
March 1, 2003 - October 1, 2025Web design and UX for EMEA & APAC sites; UI/UX; Teamsite CMS.
Web Designer at Cisco Systems
September 1, 2000 - March 1, 2003UI/UX design for EMEA and APAC websites; design, content design and site management using Teamsite CMS.
Freelance UX Designer & Information Architect at Various
July 1, 1999 - September 1, 2006Provision of UX, design and IA services to a range of clients, including major agencies and brands; delivered end-to-end UX solutions.
Education
Bachelor of Arts at University of Leicester
January 12, 2025 - January 12, 2025Bachelor of Arts in Economics (Hons) at University of Leicester
January 11, 2030 - October 1, 2025Diploma in Marketing at Chartered Institute of Marketing
January 11, 2030 - October 1, 2025Bachelor of Arts in Economics (Hons) at University of Leicester
January 11, 2030 - October 6, 2025Diploma in Marketing at Chartered Institute of Marketing
January 11, 2030 - October 6, 2025Bachelor of Arts in Economics (Hons) at University of Leicester
January 11, 2030 - October 6, 2025Diploma in Marketing at Chartered Institute of Marketing
January 11, 2030 - October 6, 2025Bachelor of Arts in Economics (Hons) at University of Leicester
January 11, 2030 - October 6, 2025Diploma in Marketing at Chartered Institute of Marketing
January 11, 2030 - October 6, 2025Bachelor of Arts in Economics (Hons) at University of Leicester
January 11, 2030 - December 22, 2025Diploma in Marketing at Chartered Institute of Marketing
January 11, 2030 - December 22, 2025Qualifications
Diploma in Marketing
January 11, 2030 - October 6, 2025Diploma in Marketing
January 11, 2030 - October 6, 2025Bachelor of Arts in Economics (Hons)
January 11, 2030 - October 6, 2025Industry Experience
Financial Services, Consumer Goods, Media & Entertainment, Software & Internet, Telecommunications, Government, Retail, Professional Services, Education, Travel & Hospitality, Other
Skills
Experience Level
Expert
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Expert
Expert
Expert
Expert
Expert
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Expert
Expert
Expert
Expert
Expert
Expert
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Expert
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Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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