I've spent 20 years proving that design is one of the most underutilised strategic tools in business.
Most people still think design is about how things look. I've spent my career proving it's about how things work, for users, and for the business.
From execution to strategy
Early in my career I did what most designers do, I executed briefs. I made things look good, built interfaces, shipped products.
Once I understood that the most valuable contribution a designer can make isn't at the execution level but at the decision level, knowing which problems are worth solving, and whether the thing being built reflects a real understanding of the customer, I couldn't go back.
How I think about the work
Outside perspective
Twenty years across enough industries, company stages, and product challenges to recognise patterns most teams are too close to see.
Behavioural understanding
A deep grounding in why people do what they do, and how that understanding changes the strategic decisions worth making.
Business focus
Design recommendations that connect directly to the metrics that matter. Revenue, retention, efficiency, adoption. Not aesthetics.
Career Timeline
I'm Olly, a design strategist based in the South East, UK.
I started my career in design studios, learning the craft from the ground up. Over time the work shifted, less about executing briefs, more about shaping the decisions behind them. That's where I've operated for the past decade, working with founders and product leaders across fintech, healthtech, hospitality and consumer products to help them understand their customers well enough to build the right things.
I've worked at every scale, from Series A startups finding their footing to FTSE 100 organisations running at enterprise speed. What stays consistent across all of it is the belief that the most valuable thing a designer can bring to a business isn't an interface. It's clarity.
2025 - Present
Design Strategy & Principal UX Architect, Nando's Group (Global Team)
I lead strategic design across the global business for Nando’s Group. I specialise in Restaurant Operations and Kitchen efficiency, with key projects being rolled out across the global Nandos estate including the UK, Australia, New Zealand and South Africa.
I work alongside Group Leadership and Global Heads of Technology and Brand to deliver outstanding product experiences for employees and customers. I also contribute to strategic projects that help connect the global markets and bring overarching design principles to a previous disjointed global brand.
This role demonstrates strategic design at enterprise scale, exactly the approach I bring to advisory clients.
2024 - Present
Company Director
Founder & Design Strategy Consultant
Strategic design advisory for Series A/B companies. I help founders make better product decisions through design strategy, UX strategy, and design leadership guidance.
Focus: Strategic guidance only, no execution. Limited to 2-3 clients at a time to ensure exceptional value.
Typical engagements: Series A/B SaaS, fintech, health-tech or hospitality companies with conversion, adoption, or design leadership challenges.
2022 - 2025
Lead Product Designer, Nando's (Contract Role)
At Nando’s, I drive the end-to-end design process for digital products that support core operational functions — including stock control, supply chain, and kitchen efficiency.
I collaborate closely with senior stakeholders across product, engineering, and operations to deliver strategic solutions that streamline workflows, reduce complexity, and improve the day-to-day experience for restaurant teams. My work directly contributes to operational excellence and employee productivity across the business.
In parallel, I play an active role in evolving the Nando’s Design System — ensuring consistency, scalability, and accessibility across internal and customer-facing products.
2021 - 2022
Lead Product Designer, Vitality Insurance (Contract Role)
At Vitality, I led design initiatives across web and mobile, working within a cross-functional team to deliver key features for both the health insurance and rewards areas of the business.
My role focused on turning complex requirements into intuitive, high-performing user experiences, while also contributing to the evolution and maintenance of their enterprise-level design system — ensuring consistency, scalability, and accessibility across products.
2017 - 2019
Senior UX Designer, Electric Square (Contract Role)
I worked alongside Electric Square, one of Brightons most recognised AAA games studios, as a freelance UX Designer for a number of high profile gaming projects. This included a mobile game for Microsoft and Turn Ten's Forza franchise which went on to be released across iOS, Android and Windows.
I worked with a diverse team of artists, games designers, engineers and producers to help create the mobile UX and UI, creating user flows, wireframes, prototypes and polished UI.
2016 - 2024
Company Director
Freelance Product Designer
Independent design consultant delivering digital experiences for enterprises and startups across insurance, finance, hospitality, gaming, retail, and entertainment.
Client work spanned responsive web, iOS, and Android—solving complex problems with user-centered design driving measurable business value.
Notable clients: Vitality Insurance, Nando's, Lloyd's of London, Microsoft, Which?, Crunch Accounting, Google, Channel 4, Memrise.
2012 - 2016
Senior Product Designer, Ribot, Design Agency
As a Senior Product Designer at a top-tier design agency, I led the UX/UI design for a wide range of client projects. I was responsible for the full design process, from sketches, user flows, and customer journey maps to wireframes, UI designs, and interactive prototypes.
Throughout my role, I collaborated with cross-functional teams and senior stakeholders to deliver user-centered solutions that aligned with business objectives. My work spanned industries, with clients including Google, Tesco, Channel 4, BCA, Harris+Hoole, and Memrise.
2007 - 2012
UX/UI Designer, Sprung Studios, Design Agency
Sprung Studios is where I began my design career and developed a strong foundation in UX and UI. As part of a small, high-performing team, I worked primarily on mobile apps and mobile web projects across industries including telecom, banking, gaming, and healthcare.
I contributed to end-to-end design delivery — from sketching and user flows to wireframes and polished visual design — collaborating directly with stakeholders to meet user and business goals. During my time there, I gained hands-on experience with major clients such as Orange Mobile, Vodafone, BBC, NHS, Three Mobile, and NaturalMotion.
Behind the scenes.
You’ll mostly find me nestled in the South Downs in rural Sussex, UK. I’m a hobbies guy, a keen mountain biker, snowboarder, fisherman and wanna-be rock guitarist. I spend much of my free time exploring the countryside in our camper van with my young family, seeking out great food, the odd craft beer, cooking up a feast on the BBQ and travelling as much as I can.
I’m a friendly, open minded chap so don’t be afraid to drop me a message!
Ready to build the right things?
If you're a founder or product leader who needs strategic clarity, let's have a conversation.
No pitch. No obligation. Just 30 minutes to explore whether there's a fit.