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About Me

As the great, late, Walt Disney, once said, "It's kind of fun to do the impossible".

That's the reason I love working in Mobile UX - the inner-spark that says, “Hey, this might be crazy, but I think it could be the next big thing!" I enjoy the challenge of pushing the boundaries of design innovation and technology, in an effort to create a truly delightful, memorable and engaging experience that exceeds the ever-changing expectations and demands of our users. I also run a blog to share insights, hints and tips regarding Mobile UX, based on my own learning experiences -

With a work history spanning over 9 years, I've gained insight into a range of industries (airline, healthcare, public sector and retail), having worked with market leaders, such as Next, Boots and Synergy Health.

I'm a strong believer that decisions should be based on fact (user-driven data / analytics), rather than opinion, which is why I am passionate about data analysis, user research and testing strategies. I therefore relish the opportunity to test theories, designs and proofs of concepts, with real users, using a combination of face-to-face, moderated testing, guerrilla, remote, A/B and Multivariate Testing (MVT). I'm also a advocate for user testing, early and often ("Fail fast, fail often"), and a supporter of the Minimum Viable Product (MVP) approach to product development.

The delivery of great experiences are often helped, by having great teams in place. I've been fortunate enough to work with many talented and inspiring individuals - Architects, Designers, Developers and Testers - both leading projects from a UX standpoint, as well as taking a more hands-on role. It was during my time with the airline, bmi (British Midland International), that I was first introduced to Agile methodologies, having worked on a number of projects as part of a Scrum team.

Suffice to say, I love fighting the corner of the user, ensuring their voice is heard and their needs are fulfilled.

Work experience

Aug 2015Present

Senior Mobile User Experience Architect (UXA)


Primarily, responsible for managing and optimising the user experience and improving conversion, across the Mobile channel - iPhone, iPad, Android & Windows Phone apps, and mobile website (or "mSite").

Apr 2014Aug 2015

Mobile UX Architect (UXA)


As per current role, albeit at a more Middleweight level.

Aug 2013Apr 2014

Assistant Customer Experience (CX) Manager


Responsible for delivering engaging customer experiences on (desktop and mobile) and in Boots' 2,500+ stores.

Jul 2012Aug 2013

Website Performance Manager

Responsible for the on-site strategy of, seeking out new ideas to improve conversion and deliver a great user experience.

Oct 2011Jul 2012

Senior UX Executive

bmi (British Midland International)

Responsible for managing the user experience, design and content of, its international sites and mobile site.

Jan 2009Oct 2011

Web Designer

Synergy Health plc

Responsible for managing the design and content featured across, its sister sites and online store.

Aug 2007Jan 2009

Junior Web Developer

Synergy Health plc

As per Web Designer role, albeit at a more Junior level.

Oct 2005Oct 2006

Multimedia Design Assistant (Sandwich Placement)

Leicestershire Constabulary

Completed a year-long sandwich placement here, prior to undertaking the final year of my University studies.



BSc (Hons.) Multimedia Computing (First-Class)

De Montfort University, Leicester, UK


Oct 2015Nov 2015

UX Research & Strategy

Completion of a 4-week, practical course, covering UX research and strategy techniques, with a focus on identifying a niche for a new mobile app. 

Feb 2012

Online Copywriting - Certificate of Continuing Professional Development


Completion of a 1-day training course.

Aug 2006

Certificate of Chief Constable's Recognition of Outstanding Work

Matt Baggott, Chief Constable, Leicestershire Constabulary

Presented with an award for "Outstanding Contribution" from the Chief Constable of the Leicestershire Constabulary, for the design and development of a Police National Computer (PNC) website.

Interests & Hobbies

Derby County Fan / Love American Football (Go Bucs!) / New Daddy / Crave Craft Beer / Connoisseur of Fine Rhyme (Hip Hop Head)

Fun Fact

I once beat members of the U.S. Women's Gymnastics Team, in a poolside, hula-hooping competition, in Florida!