Intro
Product designer who researches, designs, builds and ships digital products. More than 10 years of experience, primarily within complex B2B systems and emerging AI applications.
My approach is research led. I watch how people use products, speak directly with customers and identify where workflows break down. I design solutions grounded in real usage rather than assumptions, so every decision supports both the user experience and the wider business.
With a degree in Design Communication and a background in Computer Science, I work closely with engineering teams and stay connected to how products are built. I currently lead Product Design at Lleverage AI, and previously worked with Storyteq, Inspired Thinking Group and Accenture on Jaguar Land Rover.
My work typically focuses on:
- Designing practical productivity and automation applications
- Simplifying complex enterprise tools
- Building scalable design systems
- Delivering products from research through to release
Education
Birmingham City University
BA (Hons) Graphic Communication, Visual Design · 2015 to 2018, First Class Honours
Explored typography, layout, illustration, digital and print design and motion graphics. My work included interactive experiences and advertising, informed by my research paper on whether interactive design is the future of digital out of home advertising. This is where I honed my design principles and creative thinking, learnt to think outside the box and collaborated with other specialisms. While there I won the Baskerville Society prize for my release day poster design.


Birmingham City Universitybcu.ac.uk
My dissertation: is interactive design the future of digital out of home advertising?drive.google.com
Visual Communication students celebrate the life and legacy of John Baskervillebcu.ac.ukSouth Staffordshire College
Computer Science, Information Technology · 2013 to 2015, First Class Honours
Covered programming, algorithms, hardware, networking and databases, with modules in game design and digital design, applying computational thinking to build interactive digital experiences. This was my first taster of coding and the technical side.


South Staffordshire Collegesouthstaffs.ac.ukLleverage AI
Founding Designer / Design Lead
Apr 2024 to Present · Amsterdam, Hybrid
Lleverage is an Amsterdam based AI automation platform that lets businesses automate complex back office processes like invoice processing, order handling and production planning, without needing developers. Teams describe what they want in natural language and the platform builds, tests and deploys the workflow through a visual builder that connects to over 2,000 tools. Backed by €3 million in funding, it is used by companies like Visma and CCS.
How I helped: as the first designer I built everything from the ground up. Brand, marketing, customer communication and the product itself, from user research and onboarding through to UI implementation. I now also work on the front end directly in React and Next.js, shipping my own design changes to production.


Lleverage, run your operations with AIlleverage.ai
Lleverage changelog and product updateslleverage.ai
Lleverage raises €3 million for AI driven process automationlleverage.aiErys AI
Principal Product Designer
Jun 2024 to Present · London / Europe, Remote
Erys builds private, EU hosted AI assistants and agent platforms for businesses and consumers, with real code execution and messaging across channels like Slack, WhatsApp and email.
How I helped: I work as the sole designer on end to end SaaS products for B2B and B2C, within a three developer team delivering AI powered solutions. I focus on understanding existing products, identifying opportunities to leverage AI, building AI studios, integrating AI features and guiding teams on using automation to improve client workflows.

Erys, your private AI assistanterys.aiStoryteq
Senior → Lead Product Designer
Jul 2022 to Apr 2024 · Amsterdam, Remote
Storyteq is an Amsterdam built creative automation platform, part of Team ITG since 2021. It helps marketing teams at brands like Heineken, McDonald’s and Netflix produce thousands of on brand ad variations instantly. Videos, animations and static assets adapted for any language, format or channel.
How I helped: I led the ground up rebuild that unified three applications into one cohesive platform after the merger, covering asset automation, brand portals and the digital asset manager. I owned the design system, supported front end and QA, drove AI integration projects, and managed two designers while mentoring five more.
Storyteq, creative automation platformstoryteq.com
Team ITG acquires Amsterdam software companyinsidermedia.comTeamITG
Digital Designer → Mid-weight → Senior → Lead Product Designer (CanopyCloud)
Oct 2020 to Jun 2024 · Birmingham and London, Hybrid
Team ITG is a Birmingham based marketing technology and creative services group. Its platform CanopyCloud is used by brands like Renault, Heineken, Virgin Media and PUMA to plan, create, approve and deploy campaigns globally.
How I helped: as lead designer I redesigned CanopyCloud end to end, including the briefing centre, CMS brand portals, brand guidelines, timesheets, costings and finance tools. Alongside that I worked per client in the Digital Experience department, delivering UX audits, new business pitches, rapid prototypes, mobile apps and configurators for products reaching over 100,000 users a week.
ITG, AI powered marketing technology and creative servicesinspiredthinking.group
Integrate, one connected marketing platforminspiredthinking.group
Automate, content production at scaleinspiredthinking.group
Create, agile creative and productioninspiredthinking.group
Capture, content and campaign insightsinspiredthinking.groupAccenture
UI Designer
Jan 2020 to Oct 2020 · Birmingham and London
Accenture is a global professional services company. I worked in house on Jaguar Land Rover’s global digital experience, the websites and journeys behind both brands worldwide.
How I helped: I redesigned global digital journeys with accessibility at the core, contributing to a design system used across the organisation. I carried out accessibility audits, redesigned UI and supported development to make sure web components met A+ accessibility standards, creating an extensive component library still in use today.
Jaguar, inspire like no otherjaguar.com
Land Rover Defender, embrace the impossiblelandrover.co.ukGBW
Junior → Digital Designer
Aug 2019 to Jan 2020 · Bromsgrove, Worcestershire
Gough Bailey Wright is the West Midlands’ longest running independent marketing agency, established in 1936 and one of only a handful of IPA member agencies in the region. It is a full service agency covering branding, creative, PR, digital and content.
How I helped: this is where I learnt my craft after university, supporting the creative director and seeing design in action. In a fast paced agency environment I delivered across animation, digital artwork, print, WordPress and digital campaigns, and it is where I began transitioning from advertising campaigns and print material towards digital design.
IPA, The Institute of Practitioners in Advertisingipa.co.ukAccessibility
Content coming soon.
Design System
Content coming soon.
Digital Asset Manager
Content coming soon.
Creative Production
Content coming soon.
Asset Automation
Content coming soon.
Car Configurator
Content coming soon.
Loyalty Programmes
Content coming soon.
E-Commerce
Content coming soon.
CMS
Content coming soon.
Mobile Design
Content coming soon.
Production Planning
Content coming soon.
AI Generation
Content coming soon.
Data Table
Content coming soon.
Dashboarding
Content coming soon.
Agents
Content coming soon.
Human in the Loop
AI automation is only trusted when people can step in at the right moment. At Lleverage I designed the human in the loop patterns that pause a workflow when a decision is too ambiguous for AI to make alone, hand it to a person with the context they need, then let the automation carry on.
The challenge was keeping that control without losing the speed clients came for. I worked through where approvals genuinely belong, what a reviewer needs to see to decide quickly and how the workflow reports back once a decision is made, all while protecting the existing mechanics people already relied on day to day.
Workflow Automation
Content coming soon.
Onboarding
Content coming soon.
Skills
Design & product
Research & testing
Working with people
Ways of working
Code
Software
Testimonials
I have worked with some amazing people, and here are just a few of the nice words I have received from some very talented individuals.
Bethan did an excellent job supporting a wide range of design and component initiatives across Jaguar Land Rover, namely its Navigation, The Configurator tool, Compliance, and many foundational component pieces. Her attention to detail, proactive communication, and willingness to walk through work in depth made a real difference. Bethan is a safe pair of hands that consistently pushes herself. I’d love to work with her again.
Luke Sutton
Senior Digital Designer, Accenture Song
She is an exceptional UX and UI specialist whose professionalism, creativity and attention to detail consistently elevate every project she’s involved in. Bethan brings both strategic insight and a deep understanding of user experience, ensuring that design decisions are not only visually engaging but also truly effective for the end user.
Bianca De Bono
360 Marketing Communications, Accredited MIPA
Bethan is a passionate and highly driven designer who creates pixel perfect designs and prototypes at lightning speed. She is committed to creating the best user experience possible and collaborates across teams to make that happen.
Emma Collum
Lead UX/UI Designer
Bethan is one of those rare people who combine creativity with precision. She’s reliable, fast to deliver, and brings incredible attention to detail to everything she does. She’s the kind of person who quietly raises the standard for everyone around her.
Emily Caplan
Creative Partner, Launch Agency
Bethan’s one of the most solid, reliable workers I’ve worked with. She has a hunger for learning new skills, trends and technology. Very communicative and goes the distance in putting the graft in. Hope to work with her again someday.
Richard Cartwright
UX/UI Designer, Storyteq
She doesn’t just wait for tasks to come to her. She spots challenges, comes up with solutions, and always looks for ways to push herself further. Her energy, problem-solving skills, and collaborative approach make her a real asset to any team.
Claire Hollingworth
Mid-weight Designer, ITG
Bethan is an extremely talented digital designer who is not only very proactive in her approach developing new and exciting ideas when interpreting a brief, but also works with great speed and accuracy. An enthusiastic, hardworking team player, she is a valuable asset to any design team.
Louise Morais
Client Services Director
Bethan is hard working, reliable and proved to be an outstanding student. She has excellent art direction skills aligned to exceptional, well researched ideas that ensure creative is at the forefront of her well executed campaigns.
Christopher Morris
Senior Lecturer, Birmingham City University