What I've done

Salesforce Experience Design Group, EMEA

At the end of 2013 Salesforce approached me about taking on a role to establish and lead Experience Design as part of their growing Services arm with these ask:

  • Build a consistent, best-in-class, EMEA-wide Experience Design Practice.
  • Embed Experience Design and Design Thinking in the EMEA Services arm.
  • Provide expert support and leadership to pre-sales and projects
  • Provide creative direction and vision setting for programs.

The focus of the first year was to grow a small and highly skilled "MVP" design team in London and to establish relationships with Sales and Delivery to enable a successful integration of the new design services.

Over the next years I established 3 additional teams in Berlin, Amsterdam and Paris and pushed the internal understanding and customer engagements up the CX maturity model.

2015 saw the first stage-worthy project and the design services expanded from tactical, user-optimisation projects to strategic, enterprise-scale design engagement and advisory roles.

While the day-to-day leadership of the group took up more and more of my time, I kept being directly involved in key strategic programs for multinational customers like ING.

By the time I left the role, I had established a design leadership spread across regions capable of taking the group forward on their own.

What I've also done


Experience Design Group, EMEA

Established the Salesforce Experience Design Group in EMEA with 4 regional teams (London, Berlin, Paris, Amsterdam).

More on the Salesforce XD Group

B2B/B2E Social Business

Led a category-defining program from initial vision and concepts through to delivery.

More on Burberry Social Business

Experience Design Advisory

Provided Experience Design coaching, org design and support to help Unilever establish their own design team.

More on advisory for Unilever

Small Business Ecosystem Vision

Shaped a vision of how ING can help small business owners beyond financial products. Included a prototype app for testing.

More on the ING SME Ecosystem
America Express

Next-generation Customer Service

Prepared and facilitated a workshop program aimed at producing a high-level future vision for next generation customer services.

More on Amex customer service
Shop Direct Group

Helpful Personalisation

Led the user experience team and co-facilitated workshops to define a near-future vision on the topic of "Helpful Personalisation" for Shop Direct Group.

More on personalisation at SDG