Hi, I'm Lewis.
Design Leader with a hand still in the craft. I help design teams create great work that gets results, and improve how they do it along the way.
- I provide clarity where there’s confusion.
- I make complex things simpler.
- I sweat the details when it matters.
If this sounds like what you need, let's chat.
Selected projects
More case studies coming soon
I'm writing up more recent work from HubSpot. In the meantime, I'm happy to talk through it.
15+ years in design
Product Design Leader with 15+ years of experience, including 7 years leading and coaching high-performing design teams in product-led technology companies. I have a track record of leading with transparency and candour to raise design quality output, while setting design vision and strategic direction across complex domains. I'm a hands-on leader comfortable operating in ambiguous problem spaces, from early discovery to execution, partnering closely with Product and Engineering to deliver high-quality, customer-centred experiences with measurable business impact.
HubSpotJun 2022 – Present
Senior Product Design Manager
B2B marketing software
Current
- Responsible for end-to-end experience quality across HubSpot's Email, SMS and WhatsApp products.
- Owned experience metrics including CSAT, activation, time-to-value.
- Remotely managed and coached 5–7 distributed product designers across two large product groups.
- Set strategic design vision and product direction by partnering with Research, running workshops, creating design concepts and then aligning with cross-functional leadership through presentations.
- Hands-on design for complex and ambiguous problem spaces, including zero-to-one and AI-first products.
- Led expansion from one to three messaging channels while holding a high bar for experience quality, increasing CSAT.
- Redesigned the domain connection flow to simplify email sending domain authentication, resulting in increased completion rates.
- Scoped and shipped email send time optimisation features, resulting in increased open rates for users.
- Coached and developed three designers to promotion in my first two years as Design Manager.
- Helped shape multiple org design iterations, ensuring the groups were set up to solve the right problems for customers in the most efficient ways.
- Established frameworks to measure experience quality, improving critique and design review consistency across product lines.
- Created and maintained a local Figma component library, fed by the federal design system, to ensure consistency across the product.
- Introduced operating systems and ways of working that improved cross-team efficiency and alignment.
HozahAug 2021 – May 2022
Founding Product Designer
Parking payments startup
9 months
- Owned the end-to-end customer journey across digital and physical touchpoints, from on-location signage through to mobile-first signup, payments, and account management.
- Led product and design decisions in a zero-to-one environment, operating with high ambiguity and startup pace to help grow revenue.
- Designed a coherent, end-to-end experience across physical locations and digital products, reducing friction in time-critical, high-stress moments for users paying for parking.
- Launched the first version of the core 'Autopay' product experience, measuring completion rates and user behaviour to iteratively improve usability over time, helping scale the user base.
- Scoped and built custom web and mobile apps to take one-off and recurring parking payments, using mobile-first principles, optimising for ease of use, and performance to ensure the product stood up in real-world constraints: poor mobile signal, limited user time and varied tech confidence.
- Shipped client-facing reporting and management portals, partnering with Sales to understand client needs and collaborating with Engineering to deliver secure, scalable systems.
DysonJun 2016 – Aug 2021
Experience Design Lead
Global technology brand
5 years, 2 months
- Led experience design for Dyson.com ecommerce platforms globally.
- Managed a team of 3–5 designers across multiple parts of the product (NPD, optimisation, enhancement).
- Hired Junior Designers and developed multiple team members to promotion.
- Oversaw experience quality across each designer's area of ownership through critique and reviews.
- Designed and optimised ecommerce journeys with a focus on conversion rate optimisation.
- Delivered CMS-driven web experiences to support the launch of NPD products, in collaboration with Engineering and Commercial teams.
- Joining as a Midweight Designer, I contributed to the relaunch of Dyson.com in 2017, gaining design approval from senior Creative and UX leadership.
- As Senior Designer, I launched the first design system for Dyson.com, establishing consistent Sketch libraries and partnering with Engineering to implement them in code, leading to greater consistency across global sites.
Before 2016Graphic design
Previous experience
Marketing and publishing
4 roles
Prior to moving into Product Design, I trained in Graphic Design in various Marketing and Publishing organisations, primarily working on marketing materials in both print and digital.
Where I can provide the most value
Design leadership
Leads with transparency, candour and clarity to raise design quality, while setting design vision and strategic direction across complex domains.
Collaboration
Builds strong partnerships with Product and Engineering to deliver high-quality experiences with measurable business impact.
Product design
Deep Product Design chops to turn ambiguous problem spaces into clear solutions, using AI where it improves my speed, efficiency or decision-making.
Craft & taste
Cares about the pixels when it matters. Able to elevate experiences that are deeply usable and delightful.
Systems & scale
A true systems-thinker, thinking big and understanding the whole before refining down to the decisions that matter.
Let's chat.
Whether it's a role, a project or just a chat about design, I'd love to hear from you.