Hello, I’m Phil.
I design effective digital products that serve people.

I’m a freelance digital product designer with 18 years of experience. I work with teams to figure out what they need to do and help bring this to life.

I take a user-centred approach, focused on achieving outcomes through collaboration, research, prototypes and continuous iteration.

Screenshot of the Braindrop app website showing the headline “Clear your head” with a purple “Try the Mac app” button, an illustration of scattered note cards, and the Braindrop Mac app interface displaying a list of saved notes and ideas.

Braindrop (launching soon) Identity & design

A productivity app to help people stay focused. I led the design and collaborated with ‘Better than good’ on the concept, name, brand and UI. Currently in development, with a Mac release planned later this year.

Three mobile screens showing Tito’s site: 'Smooth, I mean really smooth' hero, Spirit in a Bottle promo, and Giving Back stats with photo of two women.

Graphic titled 'What’s in the bottle?' with a Tito’s bottle in the center and six product facts around it.

Two overlapping Tito’s site screenshots showing Smooth hero, cocktail recipes, Walktail dog-walk promo, and branded pet merchandise.

Two overlapping Tito’s site pages: July 4th hero with cocktails and recipes on the left, recipe browsing grid on the right.

Video still titled 'A Walk Through the Fourteen Acres Farm' showing crop rows, greenhouses, and farmland under a cloudy sky.

Four mobile cocktail recipe screens: Soda Grapefruit, Spicy Titorita, Classic Gimlet, and Soda, each with drink imagery and descriptions.

Miro board titled “Tito’s 2024” showing a grid of Tito’s-themed images, including bottles, cocktails, graphics, and lifestyle shots, with a video call panel on the right displaying four participants.

Tito’s 'Love, Tito’s' page with 'Spread the Love' headline, mural painting, and philanthropy stats.

Tito’s 'Buy Tito’s' buttons shown in primary, secondary, and ghost styles with default, hover, and active states.

Tito’s Handmade Vodka Website design

A refreshing website for America’s top-selling vodka brand. As the design lead, I worked with Tito’s stakeholders and the Good Work development team to deliver a user-friendly design system that matches the personality of the Texan beverage.

GOV.UK Budgeting Loans webpage. The page includes a main heading “Budgeting Loans” with numbered links to sections such as “How they work,” “Check if you’re eligible,” and “What you could get.” The visible section explains what a Budgeting Loan can help pay for, including household items, clothes, rent in advance, moving costs, home security, and UK travel.

Whiteboard divided into columns titled “Assumptions” and “Hypotheses,” with sub-columns for “Unverified,” “Verifying,” “Verified,” “Hypo Backlog,” “Prototyping,” and “Testing.” Orange sticky notes fill most sections with handwritten research notes and findings.

Four photos showing GOV.UK service design workshops and prototypes. Top left: a presenter speaking to seated participants. Top right: a table covered with paper prototypes and sticky notes. Bottom left: a whiteboard with sticky notes labelled “Work coaches” and related process steps. Bottom right: a brown wall covered in paper prototypes and handwritten notes.

Flowchart for the GOV.UK “Apply for new style ESA” process. Boxes contain questions such as “What do you do at [organisation name]?”, “Do you volunteer for the same number of hours each week at [organisation name]?”, and “Do you do any other voluntary work?”. Other branches ask “Are you off sick from your job at [employer name]?”, “What date did you last work at [employer name]?”, and “What is your employment status at [employer name]?”. Coloured shapes mark points like “Hours you volunteer each week” and “Previously off sick?

Four smartphone screens showing the GOV.UK “Apply for a Budgeting Loan” form. Screens display questions: “Do you get any of these benefits?”, “How long have you been getting Employment and Support Allowance?”, and “What type of Employment and Support Allowance do you get?”. Answer options are shown with radio buttons, one selected per screen.

UK Government Large-scale service design

Designing public services at scale to meet people’s needs. Across two contracts with the Department for Work and Pensions, I worked on high-impact services and internal systems, applying user-centred design to support millions, including some of society’s most vulnerable.

Case study

Close-up of iPhone lock screen displaying a My Sky notification asking to confirm a sign-in attempt near Leeds, England.

Collage of Sky app interface designs across broadband, mobile, sports, billing, and rewards features.

Illustration of app layer levels next to a mobile screen showing the Sky home page with navigation bar.

Three mobile screens showing recording a TV show in the Sky app, with states for selecting, connecting, and confirmation.

Person holding a smartphone displaying the Sky payment method setup screen, selecting Direct Debit.

Research findings summary for My Sky app notification sign-in, showing hypothesis, participant feedback, completion rates, and example mobile screens.

NOW TV login page with email input, sign-in button, and promotion for choosing a TV Pass.

Mobile UI flow for adding a household member in the Sky app, from entering details to sending an invite and viewing status.

Sky Product & experience design

Helping Europe’s leading entertainment brand improve several high-profile digital products. I worked with the in-house team on outcome-focused deliverables, conducting research, prototyping, and running design sprints to shape the user experience.

Case study

Alloy content library and article view showing “The digital transformation of in-branch account opening.”

Mobile UI screens showing Alloy articles on fraud, including illustrated covers and category filters.

Alloy’s 2024 State of Fraud Benchmark Report webpage with download option for US and UK reports.

Mobile bar chart showing changes in attempted fraud frequency, with US and UK comparison.

Tablet view with fraud statistic: nearly 60% of banks lost over $500K in 2023, alongside US loss distribution bar chart.

Spreadsheet of accessibility recommendations for Alloy’s primary navigation, with descriptions and purposes.

Alloy Website audit & design

Identifying opportunities to improve the online presence of a fast-growing fintech. Initially brought in to audit usability, presentation, and accessibility, I’ve since supported ongoing enhancements to the website, including launching a new content library and responsive data visualisation.

Homepage hero with headline “Meet your dream development team” above an illustrated forest scene with people working and relaxing around a campfire.

I Love Typography case study. Split view showing I Love Typography desktop and mobile sites with font specimens alongside a tablet collage of bold typography samples.

Website portfolio grid. Colourful tiled layout with desktop and mobile mockups, including Alloy in pink and yellow and Juniper Square in green and white.

Development, Maintenance, Hosting flow. Illustrated service journey showing a red dotted path from a “Start” tent through cacti, hurdles, and a slide to a “Launch” sign, with text outlining Development, Maintenance, and Hosting features.

Good Work blog page. Grid of illustrated blog cards with headlines and excerpts, including a cyclist breaking through a barrier, a network diagram, and chat bubble faces.

Good Work Brand strategy & design

Building a confident brand and website to position the development studio so they stand out. The bold branding is complimented with playful illustrations by Christoph Rauscher. Since launch, Good Work has gone on to win major projects with clients such as Preacher and PBS.

HP Wolf Security Devices page showing filters for “Device name” and “First seen” with a custom date range picker open to August 2023.

HP design principles for forms, presented in three categories: Clear, Accessible, and Consistent, each with illustrated best practices and examples.

Accessible design guide for using toast components, showing a “Do” example with a green “Settings saved” toast and a “Don’t” example with a red “Form errors” toast.

HP screen flow interactions diagram showing three form patterns: landing page, modal breakout, and wizard, each illustrated with sequential UI steps.

HP Wolf Security SASS product & design system

Making enterprise security products clearer and more consistent for users in high-stakes environments. As a freelance UX design consultant, I helped to simplify complex concepts such as policy management, and produced reusable patterns and design system documentation.

Four mobile screens from the NHS Give Blood app showing login, donor details, venue search, and search results.

Close-up of a hand pointing at a “Number of appointments” card among other coloured cards laid out on a table.

Two mobile screens from the Give Blood app showing donor achievement badges and a “Congratulations” screen for reaching gold donor status.

NHS Blood and Transplant lorry with “Please give blood” branding, a worker loading equipment at the back, and a support van in the background.

Man wearing a mask working on a laptop in an NHS blood donation waiting area with blue chairs and leaflets on a table.

NHS Give Blood Mobile app design

Creating a simpler way for people to book and manage blood donations. Working closely with the in-house team at NHSBT, I helped launch a life-saving app with accessibility at its core. This resulted in an optimised experience, higher app store rating and an increase in appointment bookings.

Overlapping screenshots of British Gas business energy web pages showing a promotional landing page and an account billing dashboard.

Simplified flowchart with black, red, grey, and green nodes representing steps and decision points in a process, with icons for user and target at each end.

Woman standing in front of a wall covered with website mockups and numerous yellow and pink sticky notes during a design workshop.

British Gas online business account registration page displaying an error message “Our online service is temporarily unavailable” with a person visible in a small video call window at the bottom right.

British Gas Account journey optimisation

Making account management easier for business customers while reducing routine support demand. As a UX consultant, I mapped journeys, ran research and worked with stakeholders to increase registrations, simplify switching and cut pressure on call centres.

Case study

BBC Radio 1 Hackney Weekend 2012 event page with artist photos, event details, and a Twitter feed displayed on desktop and mobile.

Design mockups for a BBC Hackney Weekend tweets module, showing various layouts, annotations, and a mobile view.

Sequence of mobile comment interface screens showing typing, character limits, previews, posting, and pagination controls.

BBC News Technology article “Samsung’s New Galaxy – goodbye Google?” with comments section and related stories sidebar.

BBC One Strictly Come Dancing webpage with next episode details, clips, and a mobile live voting interface showing dance couples.

BBC Two Wonders of Life webpage showing a “Weekly vote” panel asking viewers to choose their favourite animal, with Brian Cox seated beside a coconut crab.

BBC “Weekly vote” interface mockup with placeholder question, answer options, and character limits displayed on desktop layout.

BBC College of Journalism webpage displayed in three responsive layouts over a red grid overlay showing alignment and spacing.

BBC Responsive interaction design

Consultancy with the BBC’s User Experience and Design team, supporting the shift to responsive design across the portfolio of BBC websites. This work helped shape the guidelines for the BBC’s global experience language.

Case study

Endsleigh student car insurance webpage alongside a mobile quote screen showing £84.76 with options for additional cover.

Close-up of a hand interacting with the Endsleigh insurance mobile site on a smartphone, with other devices on a wooden table.

Four mobile screens showing the Endsleigh car insurance quote journey from requirements list to vehicle details entry, quote display, and car information.

Business product categorisation diagram showing Endsleigh’s insurance and financial advice offerings organised by general and audience-specific categories.

Endsleigh Platform-wide redesign

Leading the design on a strategic and end-to-end transformation of Endsleigh’s online presence, including digital transactions, helping Endsleigh maintain their position as one of the UK’s leading insurers.

Case study