The best experiences respect time is finite by making sure people get more out of them than the time they invest in participating.

—Robert Fransgaard - Design Leader and Creative Catalyst

Selected Work

Led the Sage Experience Design Group for Medium Segment Products and Design System

In my role as Vice President of Experience Design at Sage, the world's third-largest supplier of ERP software, I led an 80-person strong organisation of UX Designers, UI Designers, Researchers, Business Analysts, Product Owners and Content Writers distributed over 12 countries

The roles is a global executive role focused on the user experience of our cloud-native, cloud-connected and on-prem products for medium segment customer needs. That includes working with the wider Sage senior leadership in defining product purpose and strategy.

It also involved setting up a central team to manage and mature our Design System.

Established and grew pan-European Experience Design group for Salesforce

Established the Experience Design Group in Europe in 2014. First in London, then Berlin, Paris and Amsterdam over next 2 years while increasing the design maturity throughout the European organisation moving design projects from tactical to strategic.

  • Consistently high average of 9.4 CSTAT (customer satisfaction out of 10).
  • Almost doubled revenue contribution per designer the last 18 months.
  • First keynote appearance in 2015 (Lead-generation app for Commerzbank).


Examples of customers the group worked with

Designed industry-defining solution aimed at all users sith a business relationship with Burberry

Created the intial concept, through POC to final delivery of a single, fully branded user experience solution for all users with a business relationship with Burberry be they employees, vendors, partners or VIP customers.

The solution was a fully branded, seamless umbrella of profesional tools all brought together with a "wall" of status updates, corporate news and other alerts from

I remained the Proxy Product Owner as well as led a small team of UX Designers to produce all the UX material to guide the development effort delivering the final product.

Dreamforce 2011 - Keynote

Adviced Unilever on establishing an internal experience design team

Unilever had realised that technology-led projects didn't deliver the business value as user adoption was often low.

Led a team supporting Unilever by:

  • Provideing design oversight and advisory to a large, Salesforce-powered project to strengthen the design deliverables and process.
  • Producing material around design terminology, design processes and how to measure ROI.
  • Designing org structure for embedding designers into Unliever's established IT delivery structure.
  • Placing a Senior Design Advisor into Unilever for 4 months to support ongoing projects and ensure Experience Design was embedded in their delivery methodology.

Brought ING's Small Business Eco-System vision to life.

Bringing to life the ING vision for a stronger relationship between the bank and it's small business customers beyond the traditional banking services and financial products.

Leads a team producing 3 year roadmap as well as a mobile app prototype.

The app would provide valuable tools, such as bank functions, easy access to loan applications, bookkeeping, simple CRM and real-time financial health assessment to run their business with the option to extend with additional services that fit specific industries.

ING's vision for a small business ecosystem

Keynote at Salesforce World Tour Amsterdam 2017

Helped American Express their next-gen customer service through workshop facilitation

Coordinated a workshop combining the experience of American Express staff, subject matter experts from IBM's industry and consultancy departments and inspirational elements into a vision for American Express' next-generation customer services.

  • Planned and prepared the workshop in New York with a small design team.
  • Coordinate 30+ participants including IBM experts from around the world participating either in person or via teleconference.
  • Facilitated and structured the workshop using deBone and Design Thinking methodologies to get maximum insight and input and to help break out of conventional thinking with a lateral thinking approach.
  • Lead production of high-level customer experience journeys mapping Amex’ internal processes and capabilities as well as the underlying technology required to deliver coherent experiences across journeys.
  • Lead the distillation of the complex journey maps into short, animated videos intended to share within the wider American Express organisation