About Me

About me

As an Experience Design Director, I am passionate about well-thought-out and beautifully made design solutions that are founded on sound customer research and data analysis.

I design research programmes, discover possibilities to address pain points, gather requirements, and develop strategies while working across the whole project lifecycle.

I lead multidisciplinary teams in the exploration, testing, and refinement of experiences that meet the needs of customers and businesses.


Who I've worked with

Over the course of my career I’ve had the opportunity to work for some of the biggest names in the business, including Sapient, Digitas, and MRM//McCann.

I’ve also worked for a huge number of clients across a wide range of industries, including Automotive, Finance, FMCG, Telecomms, and Travel.


Experience Strategy & Design

I have a wealth of hands-on experience which allows me to effectively direct projects and lead teams in all areas of UX, research and design.

  • Audience research & persona development
  • UX audits and competitor/comparitor reviews
  • Experience strategy & roadmapping
  • Experience mapping
  • Information Architecture – with particular expertise in card sorting and tree testing
  • Scamping, wireframing and prototyping
  • Planning and conducting user testing programmes  – guerilla, remote and face-to-face activities

My design background is a particular advantage when it comes to directing and producing data visualisations, illustrations, storyboards and infographics.


Management & Leadership

Having held senior agency roles, I have extensive experience in department and team management across regions. I have been responsible for ongoing growth and performance, having successfully built departments from the ground up.

On a day-to-day basis, I help to manage projects resource, working with traffic managers to plan workloads, review project plans and estimates – ensuring that the right people are available at the right time.

I also have responsibility for hiring permanent and freelance team members, and line management of a variety of specialists, including UX Designers, Art Directors, Copywriters, and Interaction Designers.

Get in touch

Option Click Design Ltd
47 Windmill Way, Reigate, Surrey, RH20 JB

Registered in England and Wales No. 11183098
VAT No. 287 8251 57


So, why is UX important?


of consumers say they are likely to switch brands if they receive inconsistent levels of service


of consumers will share their bad experience with friends and family


of online consumers are less likely to return to a site after a bad experience

When it comes to User Experience, customers form an impression of an organisation every time they experience and interact with it through a variety of touchpoints – so how can we be sure their experience will be positive?

We thrive on creating user experiences that are simple, effective, and aligned with company values. After all, when customers succeed, so do businesses.

Here’s how we approach every UX project.

Customised approach

UX projects are rarely one-size-fits all. Businesses are unique with their own customer groups with specific needs – and so we take a tailored approach to every project.

When you contact us we listen to your needs and then work with you to select the right combination of research or design activities. We also scale activities to complement specific timelines and budgets.


Often it’s difficult for companies to see outside the walls of their organisation. We act as the objective voice of the customer.

Our rigorous and evidence-based approach takes the guesswork out of design. Want to know what your customers need? We’ll ask them. Wondering how well your design works for your customers? We’ll test it.

With these inputs you’ll have the confidence to make critical design decisions and ensure that solutions are effective and focused in the right areas.

Holistic approach

User experience doesn’t start or end with a single webpage that exists in isolation – it’s part of a ongoing relationship that spans multiple channels.

For every project we consider it’s place, function and relationship to other touchpoints in the brand ecosystem.

By creating journeys which include all of the key touchpoints we are able to quickly identify potential pain points and isolate bottlenecks in a customer journey. Armed with this deep understanding of the end-to-end journey, we are able to craft meaningful brand interactions for them throughout their experience.


Innovative, future-ready, customer experiences aren’t created in isolation. It takes a mixed group of creative and strategic minds, including actual users, stakeholders, and innovative designers all working together as cross-functional team to create better brand experiences.

We work as an integral part of your agency or in-house team.

Validate & measure

The most successful user experiences result from iterative testing throughout the product lifecycle. We embrace the user-centered design approach to developing new products in order to minimise risk and maximise return on investment.

User testing and careful measurement allow us to ensure that any critical interactions are frictionless and make informed decisions based on user feedback and evidence of detailed flows and navigation habits.


Helping brandscreate competitive advantage through better experiences.

My name is Andy, and I work as an Experience Design Director.

With considerable experience at major design agencies, I’ve established and managed departments and led multi-disciplinary teams on projects in the UK, Europe, and throughout the world to build great, award-winning experiences for some fantastic companies.

Here’s a selection of my work.


Audience insight &
persona development

People don’t behave how they say or think they do. We employ a wide range of research techniques to provide an objective view into your customers’ world: from what they really need to what makes them tick.

Research takes the guesswork and subjectivity out of creating a great user experience.

UX audits &
competitor reviews

Understand your positioning and performance in the marketplace through comparative studies with your competitors and UX and interaction design best practice guidelines.

Our expert reviews help to pinpoint areas of strength and make recommendations for areas requiring attention. We can also focus on specific areas or channels across the customer experience – from brand & product positioning through to purchase and ongoing CRM activities.

Journey mapping &
experience strategy

We help to conceive overarching customer experience visions and supporting principles, defining a blueprint to guide the development of seamless multichannel experiences, including roadmaps for supporting systems, platforms or operational change.

We define key measurement criteria to track and evaluate developments and fulfil specific business objectives and KPIs.

Information architecture

We help to evaluate how well your content is organised, structured, and labeled in order to design navigational systems and site structures that enable users to quickly and effortlessly find the information that they require.

We apply a research-driven approach to defining IA – using a combination of analytics data and user feedback so that recommendations are based on evidence.

Wireframing & prototyping

Our detailed wireframes and interactive prototypes form the cornerstones of the experience design process, with every state, behaviour and page detailed, ensuring that design and development processes run smoothly and efficiently.

We focus on designing the user experience, interaction design and content hierarchy, allowing interface designers to focus on what they do best – making it look amazing.

User testing

A focus on evidence, not opinions. We design and coordinate a variety of cost-effective testing programmes (in person or remote) with real users to evaluate and understand the effectiveness of design concepts, service propositions, websites, mobile apps, wireframes or prototypes.

We observe what users actually do, then analyse this evidence and make actionable recommendations for improvements.

Data visualisation &
infographic design

We combine skills in web development, data analysis, illustration, and graphic design to bring complex data & information to life.

We create impactful and engaging visualisations, easily digestible infographics – all tailored to the exact needs of your organisation. We are data storytellers.

See how we've put these services into practice

View our outputsView our work


Hi. I'm Andy, an Experience Design Director.

I’ve worked at leading design agencies for more than 20 years. I’ve built departments and have led teams in turning audience insights, creative ideas and essential requirements into successful, transformative and multi-award-winning experiences.

More about me

Like what you've seen?

Please do get in touch, I'm always happy to chat.

Contact me