About me.
Hello. My name is Tony. I’m a hands-on UX & Product Design leader with over 17 years of experience across B2C and B2B, with expertise in web, mobile, SaaS/PaaS platforms and scalable design systems.
I have a proven track record in building and leading multi-disciplinary, cross-functional teams, driving design influence, scale, and impact to enhance both business outcomes and customer experiences. I’m passionate about solving complex problems and amplifying the role of design in shaping business strategies, products, and culture.
I believe design drives business success, experience fosters lasting loyalty, and design thinking is the catalyst for innovation.
I build teams the same way I build products—by keeping people and outcomes at the forefront—ensuring that everyone wins: my team, the customers, the stakeholders and the balance sheet.
I see every touchpoint as a chance to tell a story; I strive to ensure every chapter resonates with both users and the business.
Collaboration
Teams i've co-created with
Experience
Work history
Leading the design function across NewDay, spanning customer acquisition, online account management, marketing sites, embedded finance, BNPL, Platform-as-a-Service (PaaS), live chat, IVR, developer portal, internal management systems and RISE design system. Heading up a diverse and multidisciplinary team of 16 designers across 18 product teams, from Associate Designers to Senior Managers, to deliver cohesive, user-centred experiences and embedding design thinking and data-driven insights across all touch points.
I established and scaled NewDay’s design and research function from 1 to 8 designers, introducing user-centred processes, research methodologies, and accessibility standards. My hands-on work spanned SaaS, B2C, and B2B products, including the online account manager, internal management systems, and the research and design of new arrears management and CRM products. I enabled platform-wide consistency by shaping shared data models and services, implementing a design system for the internal management systems, and delivering cost-saving features. I also led major regulatory initiatives, such as PSD2 and KYC and shaped roadmaps to meet business and user goals.
I led the UX vision for the flights product, improving the end-to-end booking experience across web and mobile and led a talented team of UX/UI designers and Researchers. Later, I took the lead in designing group homepages for the groups flagship brands (Lastminute.com, Bravofly, Rumbo, and Volagratis), as well as marketing, CMS, and media sites.
UX Designer
Dwell
London - On-site
January 2012 - June 2013
I joined during a major eCommerce rebuild, redesigning core pages including the homepage and product details page, while also enhancing emails with a new campaign management tool and refreshed design. I collaborated with engineers, marketers, and creatives, delivering research-driven designs, new features, and UX improvements across web and mobile channels.
UX/UI Designer
The Green Home Company (Contract)
London - Remote
September 2011 - December 2011
The Green Home Company engaged me to design a lead-generating micro-site, enabling potential customers to check their home’s eligibility for free solar energy.
I delivered web and print designs across various clients and platforms, with a focus on usability and user experience. I contributed to new features and optimisations for a white label e-commerce platform serving the luxury yacht charter business.
Designed and developed websites across multiple CMS platforms, including WordPress, Joomla, and an internal e-commerce system. Delivered creative and functional solutions by combining user experience design, branding, and front-end development. Oversaw projects end-to-end, ensuring alignment with client goals and timelines.
Design Freelancer
designfella.co.uk
London - Remote
January 2008 - March 2010
Working with numerous clients to deliver web and mobile projects, providing end-to-end design solutions from concept to launch. My work encompassed wireframes, prototypes, user flows, and visual designs, alongside managing project delivery and facilitating user research.
Acomplishments
Awards and certifications
ECCCSA - Most Effective Digital Customer Experience (Gold)
DXA'20 - Digital Change & Transformation Financial Services (Gold)
DXA'20 - Use of Data Analytics & Insight (Silver)
VAG - Transformation Programme of the Year (Winners)
Nielsen Norman Group - Certified User Experience Designer
Nielsen Norman Group - Certified Specialist in UX Management
Scrum Alliance - Certified ScrumMaster
Speaking
Talks and engagements
London Design Festival - Ethical by Design (Panelist)
Design System London #8 - Orchestrating a unified Design System across multiple Brands, Products and Ecosystems. (Talk)
Hack8 - Design and Innovation (Talk)