Hi, I’m Dan
A versatile, end-to-end and highly experienced product leader and designer, across agency and client-side. I design impactful experiences that meet user needs, build and manage design, research and product teams, implementing strategies grounded in team discipline, structure, consistent process and continuous improvement.
Focus is placed on customer insights and discovery data - existing and new - that aligns with customer goals, designing experiences that delight and meet unmet needs. Driving timely product decisions, using research and design practices that prioritise customer and business outcomes.
From biotech and finance to government, telecoms and media, bringing broad expertise across Product Management, UI, UX, research and design operations, leading teams embedded in product squads, ensuring alignment, scale, and operational clarity.
Led high-performing people to deliver on programme targets and digital transformation initiatives, shaping product teams that work effectively with engineering in agile environments, with a clear focus on value.
Equally confident with design strategy, hands-on delivery, or working with leadership on existing direction, bringing clarity and measurable impact.
Simplifying, improving, and scaling usability across end-to-end journeys.
Leadership
UX vision / strategy / value
User research & analysis
Goals / objectives / KPIs
Experience metrics & alignment
E2E design lifecycle - B2B2C
Team management
Recruit / develop / mentor
Team structure & planning
User Experience
Embedding UX in Agile squads
Roadmaps & journey mapping
Discovery, research & analysis
UCD strategies
UX audit & competitor analysis
Site performance reviews
WCAG accessibility
User behaviour insights
Agile
Discovery & continuous insights
Customer feedback loops
Behaviour tracking applications
Iterative-focused design
Resourcing perm & contract
Design team planning
Product methodologies
Agile design operations
Industries
Biotech / Healthcare
Postal / Courier
Tech / Telecommunications
Sport
Finance
Insurance
Government
Travel / Hospitality
Transport
Homecare
Recruitment
Health Tech
Automotive
Energy
Cyber / Defence
Security
Luxury
Publishing / Literature
Institutes / Charities
Music / Broadcasting
& Brands
Abcam / Mölnlycke Health
Royal Mail / Parcel Force
O2 / Motorola / HP / Sage / Tntra / Sony / Nokia
FIFA / Adidas / APT Tennis / The Open Golf / LTA
Clerical Medical / BoA / RBS / PwC / Worldpay
Churchill / Allianz
FCDO / Met Police / UK Trade & Investment / DfT
Holiday Inn / Eurostar
Transport for London
Procter & Gamble / Unilever
Huntress Group
Philips / Oral B
VW / BMW / BSM Driving
Shell / British Gas
The Security Company / Qinetiq /
UK Hydrographic Office
Hotel Chocolat
FT.com / Roald Dahl
Office for National Statistics / RNLI / Leonard Cheshire
TV Licensing / UKTV / PPL
Recommendations
Dan leads Product Design with a rare mix of customer focus and strategic insight, translating complex problems into intuitive solutions, aligning cross-functional teams around a shared vision, and consistently shapes ideas into impactful products. He is collaborative, approachable, and passionate about elevating both experiences and the people he works with. I would highly recommend Dan as an influential and thoughtful design leader.
Susana Cuesta - Senior Director of Product - Digital Commerce
Dan applies deep expertise in customer behavior to drive evidence-based, user-centric design. A strategic, research-led approach streamlined processes and improved engagement. Aligns teams around shared goals, fosters collaboration, and delivers intuitive, impactful experiences. Through continuous discovery and data-informed roadmaps, reduces friction and drives clarity. A strong design leader with sharp insight and process focus, consistently delivers meaningful product outcomes.
Dan Phelps - CEO
Dan was an outstanding Head of UX at Abcam, fostering a collaborative environment that empowered the team to deliver exceptional experiences. He combined strategic direction with supportive mentorship, encouraging autonomy while sharpening our skills. With deep expertise in user-centred design, advocating research-driven practices and balanced aesthetics, functionality, and data to strengthen usability. His blend of design expertise and leadership makes him an invaluable asset.
Alex James - Senior UX Designer
Collaborated with Dan as Senior Product Manager at Abcam. He is one of the most thorough and trusted UX leaders I’ve worked with. He combines vision, insight, and design expertise to deliver intuitive, meaningful experiences. As Head of UX, Dan aligned product and design teams around shared opportunities and communicated complex ideas with clarity and empathy. As a leader, he empowered teams to elevate journeys while staying grounded in research and data. Any organization would be fortunate to have Dan driving both outstanding products and a strong, positive design culture.
Adam Zaschke - Senior Product Manager
Product Principles
Design begins with customer voice
Identify where value is added
Recognise need over preference
Positive friction can be valuable
Insights drive relevant design
Stability is a key release priority
Prioritise user abilities and context
Focus on being outcome-driven
Simplify for users at every step
Know your customers’ needs
Align on what’s in scope
Identify journey friction
Focus on end-to-end experiences
Design for intuition and consistency