I am an executive design leader and advisor with over 20 years of experience in building and scaling high-performing design teams for tech companies, from startups to large corporations. I’ve led departments of 100+ members, including UX/UI designers, product and service designers, user researchers, copywriters, motion designers, and CRO specialists, all working within Agile delivery squads. I’ve created brands from nothing, delivered award winning ad campaigns, launched new products, risked my savings on big ideas, and worked with household names to transform and bring human centered design into their everyday. My current team spans all digital functions for Virgin Media and O2, shaping the total experience from sales and early-life to account management, cross-sell, care, and communications, always with a focus on simplicity, customer experience, and value creation.
OBJECTIVE: Productivity, cost efficiency, single customer experience
To simplify design across our two main brands, Virgin Media, and O2, I created a new, single design system in Figma, structured around design tokens & variables to allow simple switching between brand styles, promoting re-use of design across brands. This initiative lead to a 14% increase in productivity.
This was further enhanced by directly linking Figma to the front-end CSS styles, allowing Figma token values to control the live CSS values.
A homepage experiment to test animation and engaging content for 'why choose Virgin Media'
OBJECTIVE: engagement & conversion
This video shows an entirely code generated animation approach to bring interest and engagement to the 'why choose virgin media' content. This test was neutral for conversion but had an increase of 2% in next step progression.
This experience also catered for a machine learning data product which gave individual customer pricing based on postcode
Rapid transformation of Virgin Media's digital experiences was achieved through a Champion/Challenger model underpinned by design thinking and data driven customer testing on Userzoom, Content Square, and an all new design system in Figma
Results driven feature to improve Direct Debit adoption
OBJECTIVE: Sales Conversion
To improve the Virgin Media sign-up experience, an open-banking feature was developed that made it easier to complete a Direct Debit. First UK Telco to implement open-banking. Positive results with strong adoption, and maintained conversion rate.
Re-imagined Priority app using new React Native design system to allow modular publishing of features from 3 major apps, My O2, My Virgin Media, and Priority.
15m+users, and three major apps published from one code-base, and one design system
OBJECTIVE: Cost reduction, user experience improvement
OBJECTIVE: Brand engagement & site performance
I led the delivery of the Digital-First O2 Brand refresh with a requirement for assets generated in code (three.js). This enabled realtime rendering in browsers/apps and digital media, allowing the core Brand asset to become low file size, interactive, and make use of device features such as gyro sensors and motion. A browser based asset generator tool was created for designers to use across O2 Brands globally
OBJECTIVE: Sales & Digital Adoption
TalkTalk launched 1GIG UFO in the city of York, as a trial to see how viable building a gigabit network was. A hyper-local sales and marketing approach was developed, and an all new app-first sales-to-service journey.
Creative Director on the X-Factor sponsorship for 8 series.
OBJECTIVE: Customer engagement, brand awareness
Over 1.6 million videos generated, and trending in the App stores every week for over 16 weeks. Winning the DRUM award for 'Best Brand Awareness on Mobile'.
OBJECTIVE: Call Reduction & CSAT
Insight showed that not only are self-serving customers significantly lower cost to manage, but they are actually much happier too. As part of the digital transformation of the business, our self-serve journeys were re-imagined for our customers. Billing is a frequent cause of unhappy customer interaction.
Creative Director for 'Fairer Broadband For Everyone' Out Of Home and digital / social campaign
A new, stripped back, simple visual identity was needed to help support the company reset in 2017. The new VI was simpler, more mature, more trustworthy, and designed digital first. Download Guidelines
For efficient, consistent and accessible digital design, a user-tested and documented pattern library was developed. This covers all interface elements, a responsive grid, and UX best practice. Download Guidelines
The Brand needed to stand out in the year that it launched its TV service. I developed an eye popping and fun VI based on a colourful 3D world to suit our 'enthusiastic, and charmingly irreverent' tone of voice. Download Guidelines
Email: paulgodfrey73@gmail.com
Phone: 07887 897897
Offline Website Builder
