# Dan George > Product Designer and Experience Strategist Location: London Area, United Kingdom, United Kingdom Profile: https://flows.cv/dangeorge A 25-year design career delivering key web/mobile projects for global enterprises including Santander, AstraZeneca, Accenture, and Fidelity. A uniquely diverse design and developer skillset combined with strong leadership skills providing a unique ability to guide and execute projects from research to release. Founding Product Designer for a US tech start-up that disrupted energy brokering, instrumental in its growth to a $25M valuation. Central to Accenture securing a $30M 3-year contract with AstraZeneca to deliver digital marketing assets. ## Work Experience ### Senior User Experience Designer @ Tribal Experience Jan 2025 – Jan 2026 | Dubai, United Arab Emirates Worked 2 different projects during this period for two Dubai government entities. Led the UX/UI design work for the creation of the OneHub Portal supporting the ABU Dhabi Department of Municipalities and Transport for the Abu Dhabi Government. UX design lead for the new web portal and mobile app project for KHDA (Knowledge and Human Development Authority), Dubai's regulatory authority for the private education sector. ### Senior UX/UI Designer @ Santander Jan 2025 – Jan 2025 | Milton Keynes, England, United Kingdom Senior UX/UI Designer for Santander Project MAX developing a new mortgage application platform experience for brokers. • Collaborating with Business Analysts and Product Owners to scope requirements. • Designing in Figma to evaluate and critique existing form interfaces and design decisions, recommending optimised methods of presenting the same information based on research, accessibility guidelines and evaluations. • Prototyping form interfaces with complex logic in Axure RP to prepare design iterations for user research sessions. • Working with the User Research teams to compile test scripts and participate in Userzoom sessions for feedback. ### Senior Product Designer @ Lab49 Jan 2024 – Jan 2025 | Abu Dhabi, Abu Dhabi Emirate, United Arab Emirates Senior Product Designer leading UX and UI practices for commercial financial products on Mobile app and Responsive Web for the Abu Dhabi Commercial Bank (ADCB). Responsible for the end-to-end delivery of the Fixed Term Deposit wealth management product, alongside the critical new customer onboarding journey. Also responsible for the UI delivery of RTL mobile app designs in Arabic language integrating Lokalise into Figma, building reusable components and templates within the central design system. UX/UI screens designed in Figma and end-to-end visual journeys designed in MIRO, integrating Figma into MIRO for working efficiencies. Delivered under strict timelines and sign off processes across multiple senior stakeholders. ### Senior User Experience Designer @ ICAEW Jan 2024 – Jan 2024 | London Area, United Kingdom Led the User Experience and Service Design work for the Onboarding and Nurturing project to define how the organisation facilitates an increase in continuous engagement for the lifecycle of our Students and Members through onboarding services and pathways that foster positive and nurturing business behaviours. ### Senior UX/UI Designer @ State of Play Hospitality Jan 2023 – Jan 2024 | London, England, United Kingdom Short assignment to lead and accelerate design practices to commercial launch for an interactive table tennis game called PPX. • Performed a heuristic evaluation and two rounds of in-site user testing. • UX/UI design enhancements to the game and mobile app. • Recommendations to venue lighting, game guidance and scoring logic. ### Global Digital Experience Lead @ Fidelity International Jan 2022 – Jan 2023 | London, England, United Kingdom The User Experience Design and Research Lead for the Global Enterprise Risk Management Migration Program reporting directly to the General Counsel Innovation Lead. • Worked independently as the UX/UI Design and Research SME for the Risk Program. • Assessed and built UX/UI scoring logic for 6 leading SaaS platforms through the RFP process. • Crafted UX/Accessibility Standards for all Fidelity internal applications. • Devised a UX Strategy for Internal Applications and presented to the C-Suite and Steer-Co Leadership. • Collaborated closely with the Product Owner and Process Optimisation team to bridge the design knowledge gap for UX/UI recommendations being directed to the Development Team. • Interviewed and held workshops with key leadership teams, risk stakeholders and business users. • Devised real-world user testing medium/high level risk scenarios for targeted business teams to test dynamic risk submission form wireframes built in Axure through UserZoom with 50 users over 10 rounds. • Created key persona documentation and presented findings to Leadership teams. • Created high-fidelity designs in Sketch for ServiceNow, Web, MS Teams and Chatbot, utilising the FIL Design System, submitting newly created components to the Standards Team for review and publishing. • Led Design QA practices collaborating with the Product Owner and Development Lead through 4-week Agile sprints. • Wrote Business and Functional Requirements documentation for form components requiring specific definition outside of the existing Fidelity design system. Impact: Spearheaded UX Research and Design, expediting and managing risks, and eliminating known issues across tech, process, and culture. Devised a blueprint for UX/UI practices across all internal applications. ### Founding Employee and Product / Service Design Lead @ Zentility Jan 2017 – Jan 2022 | London, England, United Kingdom Introduced to the CEO and Co-owner of Zentility in 2017, a start-up venture with a vision to disrupt energy contract procurement. As founding employee, I lead Product and Service Design practices for the creation of 4 B2B2C Energy Procurement web applications, for Clients, Suppliers, Brokers, and the admin application for the Zentility Operational Team. Worked alongside the CEO/CTO to write and conceptualise business requirements through mobile-first wireframes using Axure, and high-fidelity design creatives were initially developed using Sketch and then transitioned to Figma. A tokenized Design System was built to support and integrate with three React-based web applications. Presented designs to leadership and development team leads through keynote presentations and dynamic Invision creatives. Key part of an agile development team, sprinting and releasing every 2 weeks, leading the creative design delivery and post-deployment design QA practices. Built the Zentility pattern library using atomic design principles, building Sketch libraries and storing documentation through Confluence. Oversaw digital marketing campaign creatives across web, email.and social platforms, planning the operational execution with measured outcomes to meet both regional and industry focused sales targets. ### Senior UX/UI Designer @ ICAEW Jan 2020 – Jan 2021 | London, England, United Kingdom UX design project to investigate the ACA student to paid member transition. The project was to understand the three year journey of the student and how the Institute interacted with students preparing them for the transition. Research work included in-depth data research and internal/external interviews, alongside building a story for C-Suite executives to understand the conceptual UX journey, building a stronger affinity to the brand. Built mobile app design concepts as part of the presentation, demonstrating the key milestones and communications through the 3-year journey, concluding with the e-commerce transaction experience once qualified. ### Senior UX/UI Designer @ ICAEW Jan 2019 – Jan 2020 | Milton Keynes, England, United Kingdom Lead the user experience research and conceptual design for Unified Accounts. This forward-thinking project was aimed at identifying and targeting experiences for key audiences based on accountancy career development, interviewing existing ICAEW Members and internal support teams, integrating Mia (bot) into a support/assistance experience for each member on their journey, and auditing user profile interactions, experiences, and settings across multiple applications. Developed 5 sets of mobile-first wireframes and conceptual designs, which were presented and approved by C-Suite leadership, with Covid-19 eventually putting the project on hold. Researched and developed the design concepts for https://find.icaew.com/search to redesign the website aligned to the Pattern Library and redesigning and simplifying the search filter experience. Worked on building the new ICAEW Pattern Library Design System in Sketch, creating and documenting responsive UI elements, components, and templates, to increase efficiencies around conceptual design work, working alongside the development team to implement into the Sitecore CMS, through Agile Project Delivery. ### Senior UX/UI Designer @ ICAEW Jan 2017 – Jan 2018 | Milton Keynes, England, United Kingdom Lead the Universal Header and Navigation menu project for www.icaew.com. Project to bring together the family of ICAEW websites under one common header and menu experience. Extensive research and IA mapping, interviews across the business, strategic positioning, multiple UX workshops, sketching, wireframing and full conceptual design. Evangelising through events and meeting across the organisation to change a mindset of what’s important to the user, not what’s important to internal stakeholders. Delivered the UI design for the Technical Resources hub template on ICAEW.com. Collaborated with various internal technical and content groups. Conducted 3 rounds of testing through WhatUserDo. Designed and delivered the User Journey documentation to represent over 20 different user flows across 3 different audience types. Presented to the Senior Executive Team. ### Global Digital Experience Lead @ AstraZeneca Jan 2016 – Jan 2017 | Luton, United Kingdom UX Design and Digital Experience Strategist for Western Europe, MENA, and APAC. Worked alongside Brand & Marketing Directors, leading workshops, building high-quality UX documentation, and developing a “reason to believe” attitude within local markets limited through budgetary and compliance restrictions. Led the end-to-end UX delivery of over 30 web and mobile projects in 2016, including HCP portals in UK, China, Russia, UAE (Right-to-Left), and Switzerland and supported the multi-million-dollar commercial launch of respiratory drug Bevespi in the US. Led the operational and UX design to deliver a clinical trial patient retention solution for a $300m trial, designed to scale targeting a cost savings in excess of $50m. Agile Scrum Master for content strategy for the Global Healthcare Professional Portal project. Led and developed epics and user stories for sprints through JIRA and Confluence, developing a content framework for delivery of content to ADOBE AEM developers, aligned to the technical requirements of the platform. ### UX/UI Design Lead @ Accenture Jan 2013 – Jan 2015 | London, United Kingdom Consulted for AstraZeneca as a platinum client. Central to the delivery of over 100 digital projects to the highest responsive creative and code standards. Lead channel marketing strategy sessions created high-quality UX/UI documentation detailing key user journeys, sitemaps, wireframes, and key user flows. Creative designs to support web, email, and mobile concepts for teams in the US, UK, Belgium, France, Netherlands, and China. Built Creative, IA, UX and Email Standards documentation for the platform. UX and Creative design lead of the internally promoted website for the Global Digital Delivery (GDD) group, leading stakeholder whiteboard sessions, building personas and key user journeys, building wireframes demonstrating optimal layouts and content strategy in Balsamig, and developing creative designs post-approval. Quality gatekeeper for UX delivery across all technical and creative workstreams, including formative and summative UX testing of developed templates and components in Adobe AEM. Managed, mentored and inspired UX thinking in client stakeholders and over 100 team members with tactics including regular UX forum meetings and Digital Marketing Forums for Local Market Leaders. ### Senior UX/UI Designer @ Cognizant Jan 2009 – Jan 2013 | London, United Kingdom Consulting with Cognizant successfully delivering over 100 web, email and digital campaign projects for AstraZeneca with both SDL (formally Alterian) and SharePoint CMS. Lead the design delivery end to end, with tried and tested strengths in user-flows, wireframing, prototyping, research, creative designs and UI specifications, with a solid understanding of user-centred design principles and multiplatform design. An excellent conceptual and strategic mind-set, with extended experience of designing and advising for multi-channel marketing campaigns in the UK, Italy and Belgium. Strong mentoring and guidance to offshore resources, guiding on best practices design methods, setting client expectations. ## Education ### BSc(Hons) in Computer Science Kingston University ## Contact & Social - LinkedIn: https://linkedin.com/in/danjgeorge - Portfolio: https://www.dan15.com --- Source: https://flows.cv/dangeorge JSON Resume: https://flows.cv/dangeorge/resume.json Last updated: 2026-03-31