With 15 years of experience in the design industry spanning across the UK and Australia, I bring a wealth of expertise to every project. My journey began in fine art, specialising in editorial design and typography, which I seamlessly integrate into my digital processes today. I'm deeply committed to aligning user needs with business objectives, employing methods such as continuous discovery and leveraging tools like Opportunity Solution Trees to drive results. Throughout my career, I've honed my skills in stakeholder interaction and communication, understanding the importance of fostering collaboration and alignment across teams. Whether it's sketching wireframes for exploration or refining UI designs with meticulous attention to detail, I thrive at every stage of the design process. I've cultivated an empathetic leadership style, prioritising mentorship and creating a supportive environment for my colleagues to thrive. Patience and fostering a safe, open space are central to my approach, enabling teams to bring their authentic selves to their work. In the Fintech industry, particularly in the realm of home loans, I've encountered the delicate balance between automating processes and addressing the human needs and emotions of our customers. This juxtaposition fuels my passion for design, as I believe it's in these moments that design truly shines and gives meaning, bridging the gap between traditional foundations and modern digital solutions.

Tori Coles

With 15 years of experience in the design industry spanning across the UK and Australia, I bring a wealth of expertise to every project. My journey began in fine art, specialising in editorial design and typography, which I seamlessly integrate into my digital processes today. I'm deeply committed to aligning user needs with business objectives, employing methods such as continuous discovery and leveraging tools like Opportunity Solution Trees to drive results. Throughout my career, I've honed my skills in stakeholder interaction and communication, understanding the importance of fostering collaboration and alignment across teams. Whether it's sketching wireframes for exploration or refining UI designs with meticulous attention to detail, I thrive at every stage of the design process. I've cultivated an empathetic leadership style, prioritising mentorship and creating a supportive environment for my colleagues to thrive. Patience and fostering a safe, open space are central to my approach, enabling teams to bring their authentic selves to their work. In the Fintech industry, particularly in the realm of home loans, I've encountered the delicate balance between automating processes and addressing the human needs and emotions of our customers. This juxtaposition fuels my passion for design, as I believe it's in these moments that design truly shines and gives meaning, bridging the gap between traditional foundations and modern digital solutions.

Available to hire

With 15 years of experience in the design industry spanning across the UK and Australia, I bring a wealth of expertise to every project. My journey began in fine art, specialising in editorial design and typography, which I seamlessly integrate into my digital processes today. I’m deeply committed to aligning user needs with business objectives, employing methods such as continuous discovery and leveraging tools like Opportunity Solution Trees to drive results.

Throughout my career, I’ve honed my skills in stakeholder interaction and communication, understanding the importance of fostering collaboration and alignment across teams. Whether it’s sketching wireframes for exploration or refining UI designs with meticulous attention to detail, I thrive at every stage of the design process.

I’ve cultivated an empathetic leadership style, prioritising mentorship and creating a supportive environment for my colleagues to thrive. Patience and fostering a safe, open space are central to my approach, enabling teams to bring their authentic selves to their work.

In the Fintech industry, particularly in the realm of home loans, I’ve encountered the delicate balance between automating processes and addressing the human needs and emotions of our customers. This juxtaposition fuels my passion for design, as I believe it’s in these moments that design truly shines and gives meaning, bridging the gap between traditional foundations and modern digital solutions.

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Work Experience

Senior Product Designer at Lendi
January 1, 2022 - April 1, 2024
Led the first automation of document checks to reduce manual tasks across multiple platform users, delivering an approximately 20% reduction in application submission time. Improved broker and customer satisfaction by optimising a simple tool, driving greater customer acquisition and retention. Conducted regular ethnographic field studies to inform strategic objectives and the product roadmap.
Senior Product Designer (Contract) at Macquarie Bank
August 1, 2024 - December 1, 2024
Led the redesign of the customer-facing security score feature within the banking app to improve usability, awareness, interaction, and protection. Executed through interaction design, extensive discovery, intuitive UI, and enhanced information architecture.
Founder at Grounded Coffee
January 1, 2025 - January 1, 2026
Founded Grounded Coffee, a mobile specialty coffee bar, exploring creativity beyond design. Built interpersonal skills, leadership and strategic thinking, and connected with communities; reconnected with branding and merchandise.
Contractor / Product Designer at Various clients
September 1, 2015 - July 1, 2018
Delivered product design across multiple clients including BBC, University of Birmingham, Channel 4 as a contractor.
Co-owner & Designer at SMILE design agency
July 1, 2008 - September 1, 2015
Co-owned design agency delivering branding and design solutions for a range of clients.
Lead Product Designer at WSP
July 1, 2018 - September 1, 2020
As the lead designer in a small start-up product team, specialised in interpreting and simplifying complex data within a mapping platform, enabling easy consumption by multiple stakeholders. Reduced reliance on external third-party solutions by consolidating services, and improved customer satisfaction, sales, and retention through an enhanced mobile journey post-vehicle purchase.
Senior Product Designer at Jaguar Land Rover
September 1, 2020 - December 1, 2021
On the engineer platform, audited and prioritised data, and streamlined processes to improve usability within parts change management; ongoing testing, iteration, and deployment.
Senior Product Designer at Lendi
January 1, 2022 - April 1, 2024
Lead product design initiatives focusing on workflow improvements and user experience within a fintech platform to support faster, safer lending processes.
Senior Product Designer (Contract) at Macquarie Bank
August 1, 2024 - December 1, 2024
Redesign of customer-facing security score feature to improve usability and protection.
Contractor / Product Designer at Self-Employed / Various Clients
September 1, 2015 - Present
Contractor / Product Designer; worked with multiple clients across design and product disciplines.
Founder / Creative Sabbatical at Grounded Coffee
January 1, 2025 - January 1, 2026
Founded a mobile specialty coffee bar during a creative sabbatical; developed leadership, branding and merchandising skills that influence design process and work ethic.

Education

BA (Hons) Visual Communication at Birmingham City University
January 11, 2030 - February 12, 2026
BA (Hons) Visual Communication at Birmingham City University
January 11, 2030 - February 12, 2026
UX Research – Discovery training at Norman Nielsen Group
January 11, 2030 - February 12, 2026

Qualifications

UX Research – Discovery training
January 11, 2030 - February 12, 2026
UX Research – Discovery training
January 11, 2030 - February 12, 2026
BA (Hons) Visual Communication
January 11, 2030 - February 12, 2026

Industry Experience

Software & Internet, Media & Entertainment, Financial Services, Professional Services, Manufacturing, Education