CV
Professional summary
Accomplished and adaptable product design leader with international experience leading diverse, high-performing teams on strategic design and research initiatives from concept to launch. With an entrepreneurial approach to develop market-leading products, translating customer insights and ideas into transformative experiences that drive measurable business impact. I have spent more than 15 years working closely with teams and partnering with product and engineering departments to create outstanding user experiences. My expertise spans a wide range of platforms and industries leading in-house teams across the segments of consumer to business, business to business and business to consumer.
An expert in product design, CX/UX, visual design, service design, design thinking, and innovation practices. With a track record of driving culture change and business results in high-tech, automotive, online gambling and gaming, and e-commerce. Most recently led Constellation Automotive Group’s 50+ product design and research function as Group Design and Research Director for the largest vertically integrated digital car marketplace in Europe. Driving the success of leading innovative B2B and B2C digital products and services like cinch cars, one of the fastest-funded startups in UK history. I can effectively address the demands of a rapidly changing business landscape, while motivating cross-functional teams towards a shared vision with dedication and passion.
Skills
Product Design
UX
Design Thinking
Digital transformation and culture
UX Research
Design and experience strategy
Design Systems
DesignOps
Recent work experience
cinch | Group Design and Research Director
Part of Constellation Automotive Group
April 2022 - June 2023 | London, Manchester and Hook
Reporting to the Chief Product Officer, leading cinch and Constellation’s entire 50+ design practice encompassing UX Design, Visual Design, User Research, Content Design, Service Design and DesignOps. One of the fastest-funded startups in UK history, cinch is the UK’s leading B2C online used car marketplace, part of the larger Constellation Automotive Group, the largest vertically integrated digital car marketplace across 12 European countries. Responsible for understanding, aligning, and addressing customer needs, developing design visions and experience strategies of all end-to-end experiences for core business verticals across cinch and the wider Constellation ecosystem (consumer selling, trade buying, consumer buying), collaborating with Product and Engineering counterparts to ensure scalability and alignment.
Key highlights:
-
Consistently seen above 4.5 star reviews for the cinch product and service
-
Drove average 4.8 star rating in App Store across initial 6 months of launching the cinch consumer vehicle buying app
-
Launched cinchCharge, a faff-free consumer electric vehicle charging service (card and app)
-
Working closely with the CPO and senior commercial leaders to develop an OEM end-to-end full service offering aimed at retaining, growing and winning key customers
-
Led numerous strategic initiatives aimed at transforming the digital car buying experience: cinch value added product’s vision, cinch app vision, cinch homepage vision
-
Transformed UX Research function, ensuring the customer voice was integrated into decision-making processes and influenced roadmaps
-
Initiated the cinch customer journey map for the end-to-end consumer car buying experience, bringing customer alignment across 5 product tribes and 20 squads, CX teams, data teams and leadership
-
Launched DesignOps initiatives to establish effective ways of working, provide guidance and support, and a career progression framework
BCA UK & EU | UX and Product Design Director
Part of Constellation Automotive Group
Aug 2020 - June 2023 | London, Manchester and Hook
Initially reporting to the Chief Marketing and Data Officer, and subsequently to the Chief Product Officer, leading BCA’s design practice of 24, encompassing UX Design, Visual Design, Communication Design, UX and CX Research (qual and quant) and Service Design across the full BCA product suite. BCA is the leading B2B fully digital used car marketplace trading over 1.5 million vehicles annually through its online and app-based auction platform on behalf of dealers, car manufacturers, leasing companies, banks and other corporate customers supported by the most extensive car remarketing and logistics services across Europe. Responsible for the design of all end-to-end experiences for consumer selling and trade buying, collaborating with product and Engineering counterparts to ensure alignment, clear priorities and robust strategies. Working closely with senior leaders to position design as strategic asset and represent the design organisation at the C-Suite level across the organisation.
Key highlights:
-
Led the organisation's rapid digital transformation efforts moving from 30% to 100% online sales, maximising group data to increase engagement, conversion and personalise the buying experience
-
Reduced support cases (through efficient self-service initiatives) by over 50%, such as a digital Click & Collect service with automated key lockers onsite, integrated Salesforce claims management and enhanced trade buying reports
-
Working closely with the CPO to push digital transformation and innovation initiatives across the group such as an AI and ML product to detect damage on vehicles, offering a new service to retain, grow and win key customer accounts for the Constellation Automotive Group
-
Initiated and launched comprehensive research (qual & quant) initiatives across all digital and customer experience touchpoints, with near-real-time customer satisfaction reporting across the entire customer journey
-
Sponsored and launched a design system team for scaling design output at a consistent high standard for 80% of product portfolio, leading to massive increases in design/dev productivity
-
Advocated and championed the north star trade buying experience throughout the organisation, delivering impactful key notes at senior management events to raise awareness company-wide
BCA UK & EU | Head of UX and Product Design
Part of Constellation Automotive Group
April 2015 - July 2020 | London, Manchester and Hook
Reporting to the Chief Marketing and Data Officer, established, scaled, and mentored a team of 24 remote designers and researchers, obtaining stakeholder buy-in & budget. Embedded design thinking principles at all levels, fostering stakeholder appreciation for user-centered design, evangelising UX best practices across the company, Established service design principles, enabling the definition, measurement, and enhancement of key customer journeys, resulting in heightened customer engagement and increased business value.
Key highlights:
-
Launched two new apps as part of the core user experience, through a series of collaborative, design-driven accelerator initiatives. The trade buying app (above 4 app store rating) seen 50% of buyer base using in the first 6 months, today accounts for 80% of all pre-sale engagement with increased CSAT scores compared to online
-
Delivered an enhanced Dealer appraisal app used in Dealerships by brands such as BMW, Mercedes, Ford and JLR to drive more accurate vehicle valuations
-
Established UX Research function; launched customer panels ensuring their feedback influenced priorities and roadmaps
-
Working closely with the Marketing Director, we rolled out a new headless CMS alongside an evolution of the BCA brand, with new vehicle acquisition pages that seen a 50% increase in conversion for small businesses
-
Sponsored and launched a design system team for scaling design output at a consistent high standard with 80% adoption across the BCA product portfolio, leading to massive increases in design/dev productivity
Stan James | Head of UX and Design
Acquired by Unibet, Kindred Group
Dec 2011 - Mar 2015 | Gibraltar
Reporting to the Chief Marketing Officer, responsible for all design output throughout Stan James and its international white label brands, leading a team of 4 UX designers, 2 visual designers and a creative technologist. Collaborating closely with the Head of Product, developing the product strategy and design direction to drive increased revenue and maximising share of wallet across products: Sportsbook, Casino, Live Dealer, Poker, Games, and Mobile.
Key highlights:
-
Collaboratively leading and directing the launch of the company’s first mobile betting app and enhanced sportsbook product in the UK, alongside a tote betting app in the US
-
Implemented customer feedback tools, analysing insights, identifying areas for improvement and making well-informed business recommendations to enhance the user experience
Stan James | Website and Creative Design Manager
Acquired by Unibet, Kindred Group
Dec 2010 - Nov 2011 | Gibraltar
Fully responsible for all online and offline materials, I served as the creative lead across various product channels, including Sportsbook, Casino, Poker, Live Dealer, and Mobile. I took charge of leading design projects to provide support for major events like the Cheltenham Festival, Grand National, Euro 2012, and the London Olympics.
Vasanta Group | Senior website Designer
June 2009 - Nov 2010 | Normanton
Responsible for enhancing all ecommerce websites in both B2C and B2B channels. Leveraging my creative expertise and innovative thinking to enhance the company's online business increasing brand recognition. Recruited two additional designers, delegating day-to-day responsibilities to them, whilst focusing efforts on improvements and integrating new technologies to drive online growth and achieve performance targets.
Vasanta Group | Website Designer
April 2007 - May 2009 | Bradford
Produced visual designs and prototypes for email campaigns, promotions, and microsites catering to renowned brands such as Sony, HP, Samsung, and TomTom. Additionally, played a pivotal role in managing online content across all three company websites, collaborating closely with Marketing and Vendors ensuring consistency.
albanySIGNdisplays | Graphic Designer
Sep 2005 - Oct 2006 | Carlisle
Following the completion of my BA Hons degree, I gained valuable experience working at albanySIGNdisplays, where I had the opportunity to immerse myself in a design-oriented environment. My responsibilities primarily revolved around creating artwork designs for various purposes such as vehicle livery, internal and external signage, display boards, stationary, logo design, and optimising customer-supplied images. Additionally, I played a significant role in establishing the company's first website.
Education
Cumbria Institute of the Arts
BA (Hons) Multimedia Design and Digital Animation
2002 - 2005 | Carlisle
Morton Secondary School
2 A Level’s | 9 GCSE's
1995 - 2000 | Carlisle
Interests
I love travelling and experiencing new places with my wife, Natalie. I have a deep love for outdoor adventures that take me beyond the confines of the digital realm, especially skiing, kitesurfing and climbing. Which allow me to immerse myself in nature and experience the thrill of pushing my limits. Another passion I have is DIY; I'm continually challenging myself to solve problems and undertake new projects and renovations, constantly testing my abilities.
“First & foremost, Dean is a first-class leader who is able to extract maximum performance from any team. This coupled with his depth of knowledge in UX, design & research makes him the only choice for any organisation that wants to be at the leading edge in this space. I had the pleasure of Dean reporting into me, his clarity of strategic thinking was critical in Constellation being first to market in a number of application areas. His commitment & dedication is second to none & if I ever again have the need for someone to spearhead this space, Dean would be my only choice.”
Dene Jones, Group Chief Marketing & Data Officer
I reported to him at BCA UK & EU
“Dean is one of the most talented Design leaders I have ever had the pleasure to work with. Not only he is highly technical on all design disciplines but he also has a rare entrepreneurial mindset which was key for the quick development of multiple products we launched as a team. Dean will be a huge asset for any company and I wouldn’t hesitate to hire and work with him again.”
Jose Gaspar, Group Chief Product Officer
I reported to him at cinch