Summary
Summary
Summary
Experienced UX leader with a track record of shaping high-performing design teams and delivering customer-centric experiences at scale. Currently managing a multidisciplinary team of 11, including Lead UX, Lead UI and Research, driving strategic design direction across a complex digital portfolio. Passionate about cultivating design excellence, fostering collaborative culture and exploring how AI can enhance the future of user experience.
Experience
Experience
Experience
Redditch
Halfords
3 yrs 4 mos
Senior UX Manager
Jan 2023 – Present
Led the UX design function across Halfords’ digital estate, setting a clear vision and strategy aligned to customer experience, commercial goals, and Digital NPS targets.
Built and nurtured a high-performing UX team, introducing a robust feedback culture, team rituals, and a quality assessment framework to support growth and accountability.
Influenced senior stakeholders across Product, Technology, and Digital to prioritise user-centred design, accessibility, and insight-driven decision making.
Owned the delivery of a company-wide accessibility programme, achieving WCAG 2.2 AA compliance across core journeys and embedding inclusive design into team standards.
UX Manager
Mar 2022 – Jan 2023
Managed and developed a growing team of designers, introducing structure, role clarity, and team practices to support a maturing UX capability.
Delivered UX improvements across high-impact journeys including tyres, servicing, and MOT booking—contributing to improved conversion and customer satisfaction scores.
Launched foundational design ops practices including design crits, regular reviews, and alignment with brand and dev standards.
Established a user research capability from the ground up, embedding customer insight into product discovery and experience optimisation.
Redditch
Halfords
3 yrs 4 mos
Senior UX Manager
Jan 2023 – Present
Led the UX design function across Halfords’ digital estate, setting a clear vision and strategy aligned to customer experience, commercial goals, and Digital NPS targets.
Built and nurtured a high-performing UX team, introducing a robust feedback culture, team rituals, and a quality assessment framework to support growth and accountability.
Influenced senior stakeholders across Product, Technology, and Digital to prioritise user-centred design, accessibility, and insight-driven decision making.
Owned the delivery of a company-wide accessibility programme, achieving WCAG 2.2 AA compliance across core journeys and embedding inclusive design into team standards.
UX Manager
Mar 2022 – Jan 2023
Managed and developed a growing team of designers, introducing structure, role clarity, and team practices to support a maturing UX capability.
Delivered UX improvements across high-impact journeys including tyres, servicing, and MOT booking—contributing to improved conversion and customer satisfaction scores.
Launched foundational design ops practices including design crits, regular reviews, and alignment with brand and dev standards.
Established a user research capability from the ground up, embedding customer insight into product discovery and experience optimisation.
Redditch
Halfords
3 yrs 4 mos
Senior UX Manager
Jan 2023 – Present
Led the UX design function across Halfords’ digital estate, setting a clear vision and strategy aligned to customer experience, commercial goals, and Digital NPS targets.
Built and nurtured a high-performing UX team, introducing a robust feedback culture, team rituals, and a quality assessment framework to support growth and accountability.
Influenced senior stakeholders across Product, Technology, and Digital to prioritise user-centred design, accessibility, and insight-driven decision making.
Owned the delivery of a company-wide accessibility programme, achieving WCAG 2.2 AA compliance across core journeys and embedding inclusive design into team standards.
UX Manager
Mar 2022 – Jan 2023
Managed and developed a growing team of designers, introducing structure, role clarity, and team practices to support a maturing UX capability.
Delivered UX improvements across high-impact journeys including tyres, servicing, and MOT booking—contributing to improved conversion and customer satisfaction scores.
Launched foundational design ops practices including design crits, regular reviews, and alignment with brand and dev standards.
Established a user research capability from the ground up, embedding customer insight into product discovery and experience optimisation.
Nuneaton
Holland & Barrett
2 yrs 11 mos
Senior UX Designer
Jun 2021 – Mar 2022
Led end-to-end experience design for key eCommerce journeys including basket, checkout, and delivery, contributing to a sustained increase in online conversion and reduced drop-off rates.
Took ownership of complex cross-functional projects, working closely with Product Managers and Developers to deliver design solutions that balanced user needs and commercial priorities.
Mentored junior designers and championed user-centred thinking across squads, helping to improve design consistency and collaboration.
Used insights from usability testing, analytics, and customer feedback to iterate rapidly on live journeys and proactively identify optimisation opportunities.
UX Designer
May 2019 – Jun 2021
Delivered responsive UX and UI designs for key parts of the Holland & Barrett digital experience, including product detail pages, promotions, and navigation.
Contributed to the development of the design system, helping establish reusable components and patterns to speed up delivery and ensure consistency.
Conducted competitor reviews, heuristic evaluations, and wireframe testing to inform design decisions and prioritise enhancements.
Participated in regular design crits and reviews, actively contributing to a collaborative and feedback-driven design culture.
Nuneaton
Holland & Barrett
2 yrs 11 mos
Senior UX Designer
Jun 2021 – Mar 2022
Led end-to-end experience design for key eCommerce journeys including basket, checkout, and delivery, contributing to a sustained increase in online conversion and reduced drop-off rates.
Took ownership of complex cross-functional projects, working closely with Product Managers and Developers to deliver design solutions that balanced user needs and commercial priorities.
Mentored junior designers and championed user-centred thinking across squads, helping to improve design consistency and collaboration.
Used insights from usability testing, analytics, and customer feedback to iterate rapidly on live journeys and proactively identify optimisation opportunities.
UX Designer
May 2019 – Jun 2021
Delivered responsive UX and UI designs for key parts of the Holland & Barrett digital experience, including product detail pages, promotions, and navigation.
Contributed to the development of the design system, helping establish reusable components and patterns to speed up delivery and ensure consistency.
Conducted competitor reviews, heuristic evaluations, and wireframe testing to inform design decisions and prioritise enhancements.
Participated in regular design crits and reviews, actively contributing to a collaborative and feedback-driven design culture.
Nuneaton
Holland & Barrett
2 yrs 11 mos
Senior UX Designer
Jun 2021 – Mar 2022
Led end-to-end experience design for key eCommerce journeys including basket, checkout, and delivery, contributing to a sustained increase in online conversion and reduced drop-off rates.
Took ownership of complex cross-functional projects, working closely with Product Managers and Developers to deliver design solutions that balanced user needs and commercial priorities.
Mentored junior designers and championed user-centred thinking across squads, helping to improve design consistency and collaboration.
Used insights from usability testing, analytics, and customer feedback to iterate rapidly on live journeys and proactively identify optimisation opportunities.
UX Designer
May 2019 – Jun 2021
Delivered responsive UX and UI designs for key parts of the Holland & Barrett digital experience, including product detail pages, promotions, and navigation.
Contributed to the development of the design system, helping establish reusable components and patterns to speed up delivery and ensure consistency.
Conducted competitor reviews, heuristic evaluations, and wireframe testing to inform design decisions and prioritise enhancements.
Participated in regular design crits and reviews, actively contributing to a collaborative and feedback-driven design culture.
London
Freelance
1 yr
UX Designer
Jun 2018 – May 2019
Completed a year-long transition into UX, combining structured study, self-initiated learning, and hands-on client projects to build strong foundational design skills.
Delivered responsive UX and UI design work for British Gas, including customer-facing journeys within the energy account management platform.
Conducted user research, task flows, wireframes, and UI design in Figma, collaborating with stakeholders and developers to bring concepts to life.
Gained experience working in agile environments, participating in stand-ups and sprint reviews to iterate on live product features.
London
Freelance
1 yr
UX Designer
Jun 2018 – May 2019
Completed a year-long transition into UX, combining structured study, self-initiated learning, and hands-on client projects to build strong foundational design skills.
Delivered responsive UX and UI design work for British Gas, including customer-facing journeys within the energy account management platform.
Conducted user research, task flows, wireframes, and UI design in Figma, collaborating with stakeholders and developers to bring concepts to life.
Gained experience working in agile environments, participating in stand-ups and sprint reviews to iterate on live product features.
London
Freelance
1 yr
UX Designer
Jun 2018 – May 2019
Completed a year-long transition into UX, combining structured study, self-initiated learning, and hands-on client projects to build strong foundational design skills.
Delivered responsive UX and UI design work for British Gas, including customer-facing journeys within the energy account management platform.
Conducted user research, task flows, wireframes, and UI design in Figma, collaborating with stakeholders and developers to bring concepts to life.
Gained experience working in agile environments, participating in stand-ups and sprint reviews to iterate on live product features.
Gibraltar
Ladbrokes Coral
2 yrs 8 mos
Senior Product Manager
Oct 2015 – May 2018
Owned the roadmap and delivery of key digital products, balancing commercial goals with customer experience to drive measurable business outcomes.
Led cross-functional squads of developers, designers, analysts, and QA to deliver iterative improvements to core customer journeys, from discovery through to release.
Partnered closely with UX and UI designers to define problems, co-create solutions, and validate ideas through rapid prototyping and user testing.
Facilitated sprint planning, prioritisation, and stakeholder alignment, ensuring a clear link between roadmap initiatives and strategic business goals.
Gibraltar
Ladbrokes Coral
2 yrs 8 mos
Senior Product Manager
Oct 2015 – May 2018
Owned the roadmap and delivery of key digital products, balancing commercial goals with customer experience to drive measurable business outcomes.
Led cross-functional squads of developers, designers, analysts, and QA to deliver iterative improvements to core customer journeys, from discovery through to release.
Partnered closely with UX and UI designers to define problems, co-create solutions, and validate ideas through rapid prototyping and user testing.
Facilitated sprint planning, prioritisation, and stakeholder alignment, ensuring a clear link between roadmap initiatives and strategic business goals.
Gibraltar
Ladbrokes Coral
2 yrs 8 mos
Snr Product Manager
Oct 2015 – May 2018
Owned the roadmap and delivery of key digital products, balancing commercial goals with customer experience to drive measurable business outcomes.
Led cross-functional squads of developers, designers, analysts, and QA to deliver iterative improvements to core customer journeys, from discovery through to release.
Partnered closely with UX and UI designers to define problems, co-create solutions, and validate ideas through rapid prototyping and user testing.
Facilitated sprint planning, prioritisation, and stakeholder alignment, ensuring a clear link between roadmap initiatives and strategic business goals.
Gibraltar
bwin.party digital entertainment
3 yrs 5 mos
Product Manager
Jun 2012 – Oct 2015
Managed the end-to-end lifecycle of digital features, from gathering requirements and defining scope to delivery and optimisation.
Collaborated with design, development, and commercial teams to launch customer-facing improvements across mobile and desktop platforms.
Supported backlog grooming, sprint planning, and daily stand-ups in agile squads, ensuring clear prioritisation and smooth delivery.
Developed a strong foundation in user-centred design and experience optimisation, laying the groundwork for a future transition into UX leadership.
Gibraltar
bwin.party digital entertainment
3 yrs 5 mos
Product Manager
Jun 2012 – Oct 2015
Managed the end-to-end lifecycle of digital features, from gathering requirements and defining scope to delivery and optimisation.
Collaborated with design, development, and commercial teams to launch customer-facing improvements across mobile and desktop platforms.
Supported backlog grooming, sprint planning, and daily stand-ups in agile squads, ensuring clear prioritisation and smooth delivery.
Developed a strong foundation in user-centred design and experience optimisation, laying the groundwork for a future transition into UX leadership.
Gibraltar
bwin.party
3 yrs 5 mos
Product Manager
Jun 2012 – Oct 2015
Managed the end-to-end lifecycle of digital features, from gathering requirements and defining scope to delivery and optimisation.
Collaborated with design, development, and commercial teams to launch customer-facing improvements across mobile and desktop platforms.
Supported backlog grooming, sprint planning, and daily stand-ups in agile squads, ensuring clear prioritisation and smooth delivery.
Developed a strong foundation in user-centred design and experience optimisation, laying the groundwork for a future transition into UX leadership.
Ipswich
Playtech
3 yrs 7 mos
Gaming Project Manager
Nov 2008 – May 2012
Managed end-to-end delivery of new game content integrations onto Playtech’s Open Gaming platform, enabling launches across regulated global markets.
Coordinated with external game studios and internal stakeholders to align technical requirements, release timelines, and go-to-market planning.
Oversaw multiple concurrent integrations, balancing priorities and mitigating risks to ensure smooth delivery across complex, multi-party environments.
Played a key role in expanding Playtech’s content portfolio, supporting the company’s strategic growth into new geographies and regulated markets.
Ipswich
Playtech
3 yrs 7 mos
Gaming Project Manager
Nov 2008 – May 2012
Managed end-to-end delivery of new game content integrations onto Playtech’s Open Gaming platform, enabling launches across regulated global markets.
Coordinated with external game studios and internal stakeholders to align technical requirements, release timelines, and go-to-market planning.
Oversaw multiple concurrent integrations, balancing priorities and mitigating risks to ensure smooth delivery across complex, multi-party environments.
Played a key role in expanding Playtech’s content portfolio, supporting the company’s strategic growth into new geographies and regulated markets.
Ipswich
Playtech
3 yrs 7 mos
Project Manager
Nov 2008 – May 2012
Managed end-to-end delivery of new game content integrations onto Playtech’s Open Gaming platform, enabling launches across regulated global markets.
Coordinated with external game studios and internal stakeholders to align technical requirements, release timelines, and go-to-market planning.
Oversaw multiple concurrent integrations, balancing priorities and mitigating risks to ensure smooth delivery across complex, multi-party environments.
Played a key role in expanding Playtech’s content portfolio, supporting the company’s strategic growth into new geographies and regulated markets.
Ipswich
Gaming Tech Solutions
2 yrs 3 mos
Games Test Manager
Aug 2006 – Oct 2008
Led the QA strategy and test delivery for new game content integrations on a bespoke Open Gaming platform, ensuring high performance and compliance across multiple regulated markets.
Managed a team of testers and coordinated with developers, product managers, and third-party game providers to ensure smooth and defect-free integrations.
Oversaw quality gates for all new content launches, balancing speed and reliability to support commercial timelines and market expansion.
Collaborated with stakeholders across development, product, and operations to identify and resolve defects, improve processes, and drive continuous quality improvements.
Ipswich
Gaming Tech Solutions
2 yrs 3 mos
Games Test Manager
Aug 2006 – Oct 2008
Led the QA strategy and test delivery for new game content integrations on a bespoke Open Gaming platform, ensuring high performance and compliance across multiple regulated markets.
Managed a team of testers and coordinated with developers, product managers, and third-party game providers to ensure smooth and defect-free integrations.
Oversaw quality gates for all new content launches, balancing speed and reliability to support commercial timelines and market expansion.
Collaborated with stakeholders across development, product, and operations to identify and resolve defects, improve processes, and drive continuous quality improvements.
Ipswich
Gaming Tech Solutions
2 yrs 3 mos
Games Test Manager
Aug 2006 – Oct 2008
Led the QA strategy and test delivery for new game content integrations on a bespoke Open Gaming platform, ensuring high performance and compliance across multiple regulated markets.
Managed a team of testers and coordinated with developers, product managers, and third-party game providers to ensure smooth and defect-free integrations.
Oversaw quality gates for all new content launches, balancing speed and reliability to support commercial timelines and market expansion.
Collaborated with stakeholders across development, product, and operations to identify and resolve defects, improve processes, and drive continuous quality improvements.
London
CyberView Technology
1 yr 1 mo
Games Tester
Aug 2005 – Oct 2006
Carried out functional, regression, and compatibility testing for Fixed Odds Betting Terminal (FOBT) games delivered to major clients including Ladbrokes and Coral.
Worked closely with developers and product managers to identify, document, and validate defects, contributing to the smooth release of new game titles and updates.
Ensured compliance with strict regulatory and performance standards across a diverse portfolio of betting games in live retail environments.
Contributed to test planning and release readiness reviews, helping ensure timely and high-quality deployments across a large client estate.
London
CyberView Technology
1 yr 1 mo
Games Tester
Aug 2005 – Oct 2006
Carried out functional, regression, and compatibility testing for Fixed Odds Betting Terminal (FOBT) games delivered to major clients including Ladbrokes and Coral.
Worked closely with developers and product managers to identify, document, and validate defects, contributing to the smooth release of new game titles and updates.
Ensured compliance with strict regulatory and performance standards across a diverse portfolio of betting games in live retail environments.
Contributed to test planning and release readiness reviews, helping ensure timely and high-quality deployments across a large client estate.
London
CyberView Technology
1 yr 1 mo
Games Tester
Aug 2005 – Oct 2006
Carried out functional, regression, and compatibility testing for Fixed Odds Betting Terminal (FOBT) games delivered to major clients including Ladbrokes and Coral.
Worked closely with developers and product managers to identify, document, and validate defects, contributing to the smooth release of new game titles and updates.
Ensured compliance with strict regulatory and performance standards across a diverse portfolio of betting games in live retail environments.
Contributed to test planning and release readiness reviews, helping ensure timely and high-quality deployments across a large client estate.
Education
Education
Education
Coventry University
BSc (Hons) Computer Science
Sep 2001 - May 2005
First Class Honours Degree
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Coventry University
BSc (Hons) Computer Science
Sep 2001 - May 2005
First Class Honours Degree
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Coventry University
BSc (Hons) Computer Science
Sep 2001 - May 2005
First Class Honours Degree
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Oaklands Technical College
GNVQ Advanced IT
Sep 1998 - May 2000
Distinction
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Oaklands Technical College
GNVQ Advanced IT
Sep 1998 - May 2000
Distinction
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Oaklands Technical College
GNVQ Advanced IT
Sep 1998 - May 2000
Distinction
BSc in Computer Science with a focus on both software development and user-centered design. The course combined technical modules like programming and systems architecture with Human-Computer Interaction, laying the foundation for my career in UX.
Roundwood Park School
GCSEs
Sep 2001 - May 2005
9x GCSEs Grades A-C
Roundwood Park School
GCSEs
Sep 2001 - May 2005
9x GCSEs Grades A-C
Roundwood Park School
GCSEs
Sep 2001 - May 2005
9x GCSEs Grades A-C
References
References
References
Victoria Page
Head of Product at Halfords
"Amidst high-pressure demands directly from the CEO, Daniel presented a compelling future vision for our Tyres E2E journey which showcased our UI Kit, Traction, and successfully inspired the team around it. His passion, clear communication, and ability to rally others around a shared purpose are infectious — this is where he truly excels and enters his flow state.”
Victoria Page
Head of Product at Halfords
"Amidst high-pressure demands directly from the CEO, Daniel presented a compelling future vision for our Tyres E2E journey which showcased our UI Kit, Traction, and successfully inspired the team around it. His passion, clear communication, and ability to rally others around a shared purpose are infectious — this is where he truly excels and enters his flow state.”
Victoria Page
Head of Product at Halfords
"Amidst high-pressure demands directly from the CEO, Daniel presented a compelling future vision for our Tyres E2E journey which showcased our UI Kit, Traction, and successfully inspired the team around it. His passion, clear communication, and ability to rally others around a shared purpose are infectious — this is where he truly excels and enters his flow state.”
Kathryn Malloch
Head of CX at Halfords
"Daniel’s UX team continue to drive strong results with Digital NPS above targets and hitting record levels. In addition to this Daniel has achieved excellent engagement scores and continues to put in place a lot of rigour and process to ensure that the teams deliver best practice and customer led designs."
Kathryn Malloch
Head of CX at Halfords
"Daniel’s UX team continue to drive strong results with Digital NPS above targets and hitting record levels. In addition to this Daniel has achieved excellent engagement scores and continues to put in place a lot of rigour and process to ensure that the teams deliver best practice and customer led designs."
Kathryn Malloch
Head of CX at Halfords
"Daniel’s UX team continue to drive strong results with Digital NPS above targets and hitting record levels. In addition to this Daniel has achieved excellent engagement scores and continues to put in place a lot of rigour and process to ensure that the teams deliver best practice and customer led designs."
Aaron Lord
Head of UX at Holland & Barrett
"Daniel quickly became a key voice in the team, combining strong craft skills with a natural ability to mentor others and drive collaborative design discussions. His proactive approach to improving design standards and engaging stakeholders made him stand out as a future leader in UX."
Aaron Lord
Head of UX at Holland & Barrett
"Daniel quickly became a key voice in the team, combining strong craft skills with a natural ability to mentor others and drive collaborative design discussions. His proactive approach to improving design standards and engaging stakeholders made him stand out as a future leader in UX."
Aaron Lord
Head of UX at Holland & Barrett
"Daniel quickly became a key voice in the team, combining strong craft skills with a natural ability to mentor others and drive collaborative design discussions. His proactive approach to improving design standards and engaging stakeholders made him stand out as a future leader in UX."
David Fuke
Director of Product at Betsson Group
"Daniel consistently brought clarity and direction to complex product challenges, balancing business goals with a strong instinct for what makes a great user experience. His ability to align teams, champion customer needs, and deliver high-quality outcomes made a lasting impact on our product strategy and design culture."
David Fuke
Director of Product at Betsson Group
"Daniel consistently brought clarity and direction to complex product challenges, balancing business goals with a strong instinct for what makes a great user experience. His ability to align teams, champion customer needs, and deliver high-quality outcomes made a lasting impact on our product strategy and design culture."
David Fuke
Director of Product at Betsson Group
"Daniel consistently brought clarity and direction to complex product challenges, balancing business goals with a strong instinct for what makes a great user experience. His ability to align teams, champion customer needs, and deliver high-quality outcomes made a lasting impact on our product strategy and design culture."