13 years in product design · Birmingham, UK
People first. Then the system around them.
I design complex operational tools, automation, and AI-assisted workflows. End-to-end. Research through to shipped product. Currently designing AI voice agents at Cera Care. Previously across healthcare, hospitality, finance, telecoms, and automotive. B2B and B2C.
Selected Work
Case Studies
01 — 04
Healthtech · Product Design
AI that offloads the calls, not the decisions
Coordinators lost 60% of their day to phone calls finding cover for care visits. I designed an AI voice agent that handles coverage outreach. In 4 months: 2,000+ calls made, 700+ visits covered, 183% week-on-week adoption growth.
65+ hrs time saved
Healthtech · Greenfield
140 branches, 140 ways of working. One product.
Care coordinators spend 70% of their day on scheduling. Across 140+ UK branches, they were doing it on fragmented third-party tools. I led design on a greenfield rostering product, from continuous discovery through to first release. 6.7/7 ease of use, 94.6% task completion rate.
6.7/7 ease of use
Hospitality · Conversion
Turning hotel browsers into bookers
Hilton’s marketing platform connected travellers to hotels, but users weren’t converting. Only 1.9% of sessions touched the map. I led discovery and design across search, filters, hotel cards, and the map experience. A/B tested everything. 189% more users entering the booking funnel.
189% booking funnel growth
Automotive · SaaS
Redesigning a 15-year-old product without breaking trust
A fleet management SaaS used across 4 million vehicles hadn’t changed its UX in over a decade. Customers were frustrated. Competitors were catching up. I led discovery and design across a 9-month engagement. JTBD research, on-site garage studies, usability testing. Validated designs secured an MVP commitment.
Proof-of-concept to MVPMy ethos
How I approach design
fig 0.1
Start with the problem
No pixels pushed until I understand what’s actually happening. The shape of the solution comes from the shape of the problem.
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Design for existing behaviour
People already have ways of working. I design around those, not against them. If it requires users to change how they think, it won’t get adopted.
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Ship it, then learn from it
Prototypes over presentations. Get something real in front of users early. Evidence drives the next decision.
Credentials
What people say about me
“Phil is one of those rare designers that is able to operate across not just product design, but also areas like strategy and product management.
Everything Phil produces is carefully considered and a shining example of human centred design, produced to consistently high standards and in careful consideration of the client”
“I had the pleasure of working closely with Phil for 2.5 years - I was the engineering team lead and Phil was the lead designer (although he often went far above and beyond what that title infers!)
Phil's product sense, user focus, work ethic and friendliness genuinely helped make my time at Cera better, easier and more enjoyable.”
“Phil is one of the best designers and leaders you could have in a team. Over the last two years of working together, he successfully lead a team of designers and inspired those around him to do so much more, including myself.”
“Phil not only has the attitude that makes him want the best in everything he does, but the capability to deliver it.
He is admired by clients and 383-ers alike, and juniors learn a lot from him. He is the definition of an A-player.”
Where to find me
I'm always interested in hearing about new projects and opportunities.