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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.

Copies of the BCU Graphic Communication 2018 graduate show catalogue laid out in a gridThe glass wall of the BCU graduate show, hand lettered with the names of the graduating designers
Birmingham City Universitybcu.ac.ukMy dissertation: is interactive design the future of digital out of home advertising?drive.google.comVisual Communication students celebrate the life and legacy of John Baskervillebcu.ac.uk

South 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.

A student at a laptop and monitor, with code on one screen and a website design on the otherA college computing classroom, students working on stripped down laptops and motherboards at metal benches
South Staffordshire Collegesouthstaffs.ac.uk

Lleverage 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.

The Lleverage team in branded T-shirts, gathered on an Amsterdam canal bridge with a dogThe Lleverage office in Amsterdam, an open plan room of desks and plants with a neon logo on the wall
Lleverage, run your operations with AIlleverage.aiLleverage changelog and product updateslleverage.aiLleverage raises €3 million for AI driven process automationlleverage.ai

Erys 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.

The four person Erys AI team in branded T-shirts, standing against a stone wall
Erys, your private AI assistanterys.ai

Storyteq

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.comTeam ITG acquires Amsterdam software companyinsidermedia.com

TeamITG

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.groupIntegrate, one connected marketing platforminspiredthinking.groupAutomate, content production at scaleinspiredthinking.groupCreate, agile creative and productioninspiredthinking.groupCapture, content and campaign insightsinspiredthinking.group

Accenture

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.

Accenture, let there be changeaccenture.comJaguar, inspire like no otherjaguar.comLand Rover Defender, embrace the impossiblelandrover.co.uk

GBW

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.uk

Accessibility

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

Product DesignAI & AutomationDesign SystemsUX StrategyDesign StrategyInformation ArchitectureInteraction DesignPrototypingAccessibility (WCAG)

Research & testing

UX ResearchUser InterviewsUsability TestingFocus GroupsA/B TestingCard SortingSurveysPrototype TestingAccessibility Audits

Working with people

CollaborationWorkshopsPresentingMentoringStakeholder Management

Ways of working

AgileScrumKanbanSprint PlanningFibonacci EstimationRetrospectives

Code

PythonJavaScriptNode.jsReactNext.jsHTMLCSSGit

Software

FigmaFramerWebflowSketchSketchUpAdobe XDPhotoshopIllustratorInDesignAfter EffectsInVisionPrincipleBalsamiqMiroNotionSlackConfluenceJiraLinearZeplinZeroheightStorybookWordPressGitHubVercelFirebaseTablePlusGoogle AnalyticsGoogle WorkspacePostHogHotjarMazeDovetailCursorCodexClaude CodeHubSpotClayZapiermacOSWindows

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

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