Align By Design

Professional Profile

I'm a Senior Experience Designer at Salesforce Transformation Services with proven success in three landmark FinTech engagements. I've gained industry expertise of starting with human centred research to align business and technology with prototypes that are authentic, empathetic and strategic.

Not only have I aligned businesses on visions brought to life with advanced functional prototypes, I have prioritised roadmaps of functional rollouts with them, and visualised what each roadmap step means for their end users.

I’ve helped grow our UK team with two new superstar designers joining us, and use my photography & video passion to help colleagues when in-between projects.

THREE LANDMARK FIN-TECH ENGAGEMENTS

Barclays: Using Empathy to Align Business and Technology

"Will's approach to colleagues was fantastic, he put them at ease, built a strong rapport and he quickly understood the business. It was an absolute pleasure to work with him."

BARCLAYS EXECUTIVES

CHALLENGE: Advise Barclays Premier on how to support customer growth whilst also becoming more efficient in their frontline contact strategy.

ROLE: The principal design practitioner on the team. I researched current contact centres around the country, co-created future visions and synthesised these into readouts and storyboards.

OUTCOME: Roadmaps, high level user stories and business tested prototypes that were all aligned through business, technology and colleague value lenses to deliver increasing value. Our work kick-started a new expertise and methodology at Barclays which led to further areas of the business engaging in the transformational journey that they are now on.

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St. James's Place: Transformational Wealth Management Prototyping

"Will quickly got to grip with the nuances of our business and brought to life what existed in our heads. He's helped us take huge steps forward in transforming our business."

DIGITAL PROPOSITION DIRECTOR, SJP

CHALLENGE: Transform the employee experience for what’s become the UK’s largest wealth management firm, making it world class and fit for today's scale of their franchised advisory model.

ROLE: Created, owned and played-back the rapid research, workshops & designs to envision a digitally transformed business with the biggest prototype I've ever made.

OUTCOME: A holistic end-to-end business vision that helped pivot SJP and their most successful Partner into an innovative strategic transformation that will take their international footprint to the next level.

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Absa Bank: Bringing the Roadmap to Life

"We’ve been shown the reality from another angle, we've listened to a lot of executives and frontline, so now we have legitimate buy-in from top to bottom and better know where to begin."

BUSINESS EXECUTIVE SPONSOR, ABSA

CHALLENGE: Help stakeholders and executive sponsors align on a prioritised, validated roadmap for an imminent Salesforce rollout.

ROLE: As the design practioner of the team, I turned our research insights into tangible prototypes with an interactive timeline of the roadmap.

OUTCOME: Successfully helped Absa adjust and prioritise their roadmap to realise their business goals by resolving their biggest problems first and understanding the increasing value that would be delivered.

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PROCESSES & PROTOTYPES:
BEYOND THE STANDARD

I come from the context of real world business engagements where I haven't just preached the usual double diamond design process and mocked up some glossy prototypes: I've brought disparate teams together, stunned sponsors with on-the-ground insights and made business and technology prioritise roadmaps together through the lens of user value. 

The compassion and empathy that I've repeatedly nurtured in businesses through human centred research means that when I do create prototypes - something I particularly enjoy - they are authentic and incredibly powerful in aligning the business along a strategic roadmap.

I make advanced prototypes that are not only functional, but that are also verified by the genuine value they give to the business as they galvanise sponsors to test and iterate on their first steps toward achieving 'tomorrow'.

OTHER CREATIONS AT SALESFORCE

Sketchforce: Salesforce Lightning with a Sketchy Look and Feel 

WHAT: A widget library for Axure of some core Salesforce Lightning components in a hand-drawn sketchy style.

WHY: During the Barclays Premier project I needed to convey "this kind of experience in the future" without people fixating on the specific interface. I didn't have anything, so after the project I took the time to make my own.

EFFECT: Used for a subsequent Barclays project and it greatly increased the speed and quality of my output. Have also printed the components for a 'build your paper interface' exercise during workshops.

Asset Hubs: One-Stop-Shop Microsites for Project Outputs

WHAT: A customer-facing hub, made in Axure as part of the main prototype file, to host and share all of the project assets and outputs.

WHY: During my first projects it became clear that sharing assets with clients was always a hassle. People lose emails, don't bother with the Chatter group, and just want one (password protected) place to bookmark. I built on previous colleagues' work to make a fully fledged microsite.

EFFECT: Clients love the style and usefulness of a single dedicated hub. Currently looking at standardising into some kind of repeatable template for all of Experience Design to use.

Interactive Timeline: Illustrating a Roadmap for the Users

WHAT: A visualisation for each stage of an aligned implementation roadmap, highlight the value to business and users at each step.

WHY: During the Absa project it was clear the client needed to 'see' the roadmap and what it meant. I first tested the concept with Sketchforce, which they loved, then made the final version.

EFFECT: Everybody really loved the asset, knowing it would prove invalubale for change management. I've since made a 'de-badged' template to re-use in the future, and have already used it for pre-sales with other customers.

"Envision Envision": Practicing What We Preach

WHAT: A desire to research how an Envision (our design engagement) is run, the admin requirements, and design a prototype for an Envision object + record pages on our internal Salesforce org.

WHY: In working with the people who oversee our engagements it seems there's a lot of 'faff' to manage: sharing status updates, progress, timecards, expense budgets and also doing the work as planned. Shouldn't we 'eat our own dog food' and use Saleforce to improve this process?

HOPED FOR EFFECT: A well researched and received prototype that helps me learn more about running Envisions, the architecture of our internal org, and the momentum to actually make it real.

BEFORE SALESFORCE

I was hired straight out of a General Assembly UX Design course in to digital agency Architect, who were being acquired by Golin, a global PR & Corporate Comms agency.

I worked on apps, Sharepoint intranets, and customer facing websites for clients such as Unilever, Tesco, Mondelez International and Bupa.

Along the way I met my now manager while mutually working on a Salesforce project at Unilever, and got in touch with him when I felt I had hit my learning ceiling at Golin.

DISCOVERING USER EXPERIENCE DESIGN

I worked in the UK Film Industry from 2008 to 2014. I rode a digital transformation wave for Marvel, Disney (and the Bond film Skyfall) ultimately helping Pinewood Studios establish their own digital servicing department for processing the raw camera data from film shoots.

It was through being a frustrated technology user that I discovered the field of user experience design, reading Bret Victor's 'Magic Ink' essay, and being thrilled to learn that you could design software without being a developer.

In betwewen Guardians of the Galaxy and Avengers: Age of Ultron I wrote my own essay about the type of software I longed to work with and mocked up the experience.

Doing this was vastly more exciting than the film work itself, and as I was getting married it seemed like a good time for change, so after our honeymoon I began a UX Design course at General Assembly.