Experience Systems
in Action
Design creates strategic value that people can feel, and organisations can measure.
Operational Fragmentation and Inefficiency
Growth slows when systems fragment
Connected brand, customer, and service into one experience system approach that scaled trust, speed, and measurable value across markets.
Fragmented platforms and lack of governance
Aligned experience standards unifying over 100 platforms across 13 subsidiaries, eliminating duplicated journeys and conflicting interfaces.
SAUDI TELECOM COMPANY
Disconnected digital and physical journeys
Customer and employee experiences were fragmented. Created a blended CX, EX, and service delivery playbook adopted across 2,800+ stores in 6+ markets at scale.
SPECSAVERS
Outdated and inconsistent marketing systems
Global brand operations lacked coherence. Unified identity, marketing, and IP systems driving +$16.5M incremental revenue in 12 months, +32% increase in qualified leads (via DotCom properties), 2.8× ROI on digital campaigns, and 2.5× traffic growth to key pages.
INTERBRAND
Fragmented brand identity and unclear journeys
Redefined the business-school brand and experience. Unified journeys and identity across touchpoints, improving conversion and engagement, and earning the Red Dot Award for Brands & Communication Design.
POLIMI Graduate School of Management
Incoherent customer journeys during expansion
Fragmented guest experiences weakened loyalty and service consistency. Evolved from a luxury resort operator to a lifestyle ecosystem. Built a scalable digital design system and content navigation that lifted engagement, reduced drop-offs, and established a platform for future category growth.
SONEVA
Trust, Loyalty, and Emotional Connection
When products become commodities, design restores meaning
Rebuilt trust and emotional relevance so customers choose brands for what they stand for, not just what they sell.
Entry into a new market
Entered the complex insurance market by anchoring the product in brand trust, affordability, and clarity, preventing reputational risk. Turned IKEA’s brand trust into a regulated digital product. Launched the first home-insurance service covering 10% of Swiss households in Y1, achieving top-5 CSAT.
IKEA HEMSÄKER
Perception as a commodity and fragmented offers
Shifted telco utility and product-price races to a trusted experience brand with a vision of connectivity and entertainment. Defined CX North Star and playbooks across four markets, embedding 6,000+ customer voices and driving a +10-point NPS uplift in applied markets.
LIBERTY GLOBAL
Legacy digital service caused friction
Transformed a low-use 24/7 GP feature into a scalable, revenue-ready flagship health service. Validated the proposition with 300+ users, cutting time-to-market and creating a scalable digital product.
SIMPLYHEALTH
Low trust and relevance with key customer segments
Reframed banking around “Money Confidence” for the 75% of UK adults living month to month. Prototypes improved sentiment and NPS, establishing a new human-centred CX North Star.
TSB BANK
Losing relevance with Gen Z
Co-created with Gen Z a brand movement for a global sports group, rejecting performative branding in favour of real action and purpose. Designed the identity and platform to turn purpose into participation, with 50% of profits funding social projects.
ANTI-DO-TO
Insight, Collaboration, and Performance at Scale
Organisations rich in data but poor in empathy lose momentum
Embedded the customer voice into strategy and created systems that turn insight and collaboration into growth.
Data-rich but empathy-poor
Reframed Google’s insight division as “lived human stories”, branding it as Google Human Truths to shift from data vendor to strategic growth partner with top advertisers. Helped secure new Nestlé business and influenced one of Unilever’s brand repositions.
GOOGLE HUMAN TRUTHS
Organisational scale and internal silos
Collaboration at speed across a global agency network. Created SHAPE, a visible proof point that the network’s global talent could collaborate at speed, generating measurable results for clients. Directed the end-to-end service journey from brief to debrief: 25 clients, four continents, €615K investment driving €15M pitch win and +83% ROI.
Omnicom SHAPE
Outdated physical retail for digital audiences
Evolved Motoplex flagship retail beyond simple showrooms into a hybrid commerce and cultural ecosystem. Sustained loyalty, met the expectations of younger riders, and positioned Piaggio as an innovator in lifestyle mobility.
PIAGGIO MOTOPLEX
Expert-driven culture lacking customer input
Implemented Spark, an insight platform embedding the customer voice into decision-making across seven markets. 80+ projects delivered +£20M new business value, 240% sales uplift, and £70K research savings, turning insight into an operational model for growth.
ZURICH SPARK
Need for real-time cultural insight
Built YouTube You, a community providing rapid, culturally relevant insights to keep pace with shifting trends and competition. Created an always-on insight system across EMEA: 90 active advisors delivered weekly feedback within 48 hours, enabling faster brand decisions and building trust through co-creation.
YOUTUBE YOU
Lack of clear voice and identity for an NGO consortium
Created a unified verbal and visual identity system uniting multiple NGOs under one shared mission in Ukraine. Enabled faster donor engagement and clearer storytelling, accelerating trust and funding for humanitarian recovery.
BRIDGEAID
Ale
Chief Experience & Design Officer
Design is an act of attention.
For the people. For the business. For the system that connects them.
Based in London
Open to relocation across UK and EU
Fractional, Interim, Permanent