Two decades turning evidence into product direction.
I turn ambiguous, data-heavy product problems into validated direction — before engineering investment, not after. That approach wasn't decided in advance. It was built, one capability at a time, across six distinct phases of practice.
Career timeline
Six phases, each adding a new dimension to how I design, lead and deliver.
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01 Agency Craft & range
Early client-facing work across consumer and business products, building the foundational design craft and the range to move between very different problem types.
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02 Retail Evidence over opinion
Where the evidence-led discipline began: hypothesis, test, measure, iterate — using behavioural data and experimentation to settle arguments that used to be settled by opinion.
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03 Travel Complex, high-stakes journeys
Designing across a complex ecosystem of interconnected systems — flights, hotels, car hire and dynamic pricing — where live availability, constantly shifting inventory and third-party APIs all had to hold together under a high bar for customer trust.
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04 Enterprise SaaS Systems thinking at scale
Moving from single flows to entire systems — complex dashboards, maps, data-heavy platforms and design systems built to stay coherent as products and teams scale.
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05 Principal Product Design Influence over hierarchy
Leading discovery and strategy at organisational scale — shaping product direction, raising design quality, and mentoring, through influence rather than direct authority.
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06 AI Accelerating judgement, not replacing it
The current phase: as AI accelerates research, prototyping and delivery, my role increasingly becomes the curator — directing, validating and orchestrating the output, while judgement remains the thing no model can replace.
Capabilities in practice
Six capabilities that repeat across every engagement, in different combinations depending on what the problem needs.
Discover & validate
I design global research programmes combining interviews, surveys, moderated usability labs, remote testing, workshops and prototype validation. I translate fragmented qualitative and quantitative evidence into clear product opportunities.
Shape strategy & direction
I turn ambiguous business problems into prioritised product direction, business cases and evidence-based roadmaps — working across Product, Engineering, Research, Data and Commercial teams to balance desirability, feasibility and viability.
Design complex products
I design data-heavy dashboards, maps, operational workflows and customer journeys across desktop and mobile. My work spans enterprise SaaS, supply chain platforms, high-volume ecommerce and omnichannel retail experiences.
Experiment & optimise
I combine behavioural analytics, heatmaps, research and controlled experimentation to test hypotheses, improve journeys and deliver measurable commercial outcomes — including 125+ A/B and multivariate experiments.
Lead & scale quality
I establish standards, governance and repeatable ways of working through design reviews, UX QA, accessibility, design-system adoption, mentoring and cross-functional alignment. I lead through influence while remaining hands-on.
Accelerate with AI
I use AI-assisted workflows, VS Code and reusable design-system components to move rapidly from insight to functional prototype. AI accelerates exploration and delivery; human judgement remains responsible for the product decisions.
Operating across B2B, B2C, enterprise SaaS, supply chain, retail, travel and ecommerce.
Brands & organisations
A selection of organisations I've helped shape over the course of my career.
By the numbers
The headline evidence behind two decades of practice.
*£25M+ is the attributable uplift from experimentation — not the total revenue of the organisations or products I've worked on.
Recent feedback
“Mark has led the UX in Scoping for over 12 months… successfully combined multiple UX disciplines—including UI design, service design and research—to deliver our vision of user-centred solutions. Always putting the customer first, he's engaged literally hundreds of end users globally, using their feedback to shape and define our solutions.”
“I'd like to recognise Mark for his outstanding work as Principal UX Designer. His leadership has been instrumental in maintaining a high standard of UX quality, balancing user needs with technical and business requirements. He's made a significant impact and set a high bar for design excellence across the wider team.”
“I would like to highlight Mark's incredible contribution, not only as a designer, but also as a leader who keeps everything under control, understands all the nuances, leads all negotiations, and is always striving to improve the product.”
“Mark's been doing a brilliant job as Principal Product Designer. He's helped push the design team forward and really raised the bar for product design at every stage of the process. Despite his senior role, he still finds time to collaborate closely with the Design System team and get stuck into Design Ops.”
“Mark has continuously helped shape the direction of the product by questioning existing features and developing and creating new ones. Mark's work has elevated the standard of the UI extensively. The quality of his work is doubtless.”
“Mark, I would like to recognise your first six months as Principal and UX Design Lead. You have not only proven that you were more than ready for the role but you have grown further still and shown that you can embrace and adapt with ongoing change. I'm really proud of you.”
“You are a model team member — others on the team learn from your behaviours as much as your work.”
“You're doing a great job when it comes to communication and alignment across teams — approachable, clear in how you share ideas, and you always make the reasoning behind your design decisions easy to understand. You clearly put a lot of effort into keeping all the stakeholders engaged.”
“You lead by example, in your attitude, speed, quality of work, and willingness to always step up. I think you set a fantastic example for everyone in the team. You know what is needed and make it happen with great energy and urgency.”
“Thank you for being a true collaborator and for making the time—despite your many delivery commitments—to bring research and design together. Your dedication makes a real difference in how we build digital products.”
“Mark has shown strong leadership in the way he supports and uplifts those around him. He's always approachable and generous with his time, whether it's offering design feedback, helping someone think through a tricky problem, or just being a sounding board. He leads by example, setting a high bar for quality and collaboration.”
“He has an efficient and organised approach to how he tackles and maintains his work. He strikes a rare and refreshing balance between an analytical and a creative mindset — proven by his ability to swiftly adapt to a completely new business and data use case. Very few designers reveal his ability to easily digest data requirements and smoothly translate them for the user, often in record time.”
“Mark's humble approach in teaching me techniques in conducting interviews and evidence gathering has transformed my UX skill set. His patience and ease of mind made the process a breeze.”
“Mark is an exceptionally skilled UX generalist with one of the broadest range of skills I have come across.”
“I mentored Mark during the European Mentoring Programme. He has an impressive ability to self-reflect, thoughtfully considering what is in his control to change and improve. He's passionate about his work and about improving the customer experience, and consistently expressed the wish to enable others and help them grow.”
“I am incredibly grateful for the guidance and support provided by Mark in developing my storytelling skills during presentations. His structured approach and clear explanations made complex concepts more accessible and actionable — I now feel more confident engaging and captivating my audience.”
“Mark has been a breath of fresh air — he's pushed us to think differently about how we do things and really helped us innovate on the project.”
“The quality of the user research, output analysis and storytelling of the vision and possibilities you're sharing is really setting high standards.”
“Some excellent role modelling of servant leadership here. Don't hire good people and tell them what to do — hire good people to tell you what to do.”
“Beyond his passion for product design, Mark excels at fostering collaboration, making everyone feel equally essential to project success. His leadership style creates a safe space for growth, idea exploration, and innovation.”
“Mark is very approachable and amazing to work with. I have thoroughly enjoyed our conversations and collaboration. Mark is very detail oriented, great listener and always has a smile on his face. Looking forward to many more interactions. Work becomes fun you are associated with good people and Mark is one of them.”
I leave teams stronger than I found them.
The lasting change I create isn't a feature or a screen — it's a shift in how a team makes decisions, and the scaffolding that keeps that shift in place after I've moved on. I don't just produce evidence-led design. I build the systems that make evidence-led thinking the default, so it continues without me.
See how this approach plays out in practice.