Hello. I’m Danny.

I’m a Customer Experience Consultant with a strong background of over 14 years experience in retail and travel for large enterprises and great agencies for many well known high profile brands.

Learn more
twittertwit<img src=

What I do

If you would like to introduce vision, direction and focus to your design team or improve process and digital experience I can help.

Design Leadership Services

Design Leadership

I can help give guidance, focus on strategy or provide management cover, workshops, training and upskilling for in-house design teams.

Learn more

Design Consultancy Services

Design Consultancy

I can jump in as a designer, conceive new ideas that respond to understood problems, create prototypes for learning, and iterate and develop designs.

Learn more

Speaking Services


I have spoken at numerous events, from local meetups, to big digital design conferences and can tailor my content for lots of audiences.

Learn more

Why work with me?

I’ve worked in a variety of challenging environments and sectors each time proving my adaptability to creating a workable approach.

My Experience

I’ve had over 14 years experience from developer, UX design, UX management and strategy roles.

My linkedIN profile

My Reputation

I’ve been fortunate enough to work with some great people, from fantastic brands who have recommended my work.

I'm Human

I consider myself to be down to earth and enjoy working with a range of personalities and backgrounds.

My Values

This is how I like to work, if you feel there could be a good match please get in touch.

  • Connector.

    Be curious

    I’m a naturally inquisitive person, and the way my mind works, is to ask lots of questions. I love to challenge and work in environments where this is encouraged.

  • Connector.

    Design through empathy

    The best designs emerge from a real connection and empathetic understanding of customer needs. I always design through research, testing and learning as I develop my ideas.

  • Connector.

    Being authentic and honest

    I belive in creating a real relationship with my clients based on honesty and not shying away from any topics. I feel we should be able to discuss any topic, if it helps deepen understanding and makes sure everyone is clear and aligned.

  • Connector.

    Work life balance

    I’m at my best after a good night’s sleep. I believe that creating solid boundaries around work, for down time and relaxation is essential to producing great work.

  • Connector.

    Move lightly and quickly

    Sticking to plan no matter what can get you seriously stuck in a rut. I value adaptability, and the flexibility to pivot in any direction that best suits an emerging need of the project.

  • Connector.

    Be proud

    I like to make and design things I can feel really good about. There’s always a compromise but I want to ensure it’s done with an understanding of how it impacts the experience.

What people say about me

Danny brought fantastic and such valuable insight to the Fitflop Digital replatform. His approach to understanding the required customer experience and interpreting it through our digital platform has been first class.  Through his engaging presentation he brought his understanding and approach to understanding customer experience to life in a way that engaged everyone in the team at Fitflop. I really hope at some point I will work with and see Danny at work again !


Simon Wright – Chief Operating Officer at Fitflop

I never thought someone who is used to working in a corporate environment would be able to engage 40 teenage girls for 2 days in a fun and interactive way, teaching them ideation, UX, prototyping tools and programming using Scrum and Agile. Teenagers are a very special beast and working with them is not for the faint-hearted – our hackathon (#AcornHackWOW) would not have been the success that it was without Danny.


Elena Sinel – Founder & CEO of Acorn Aspirations

Danny was an integral member of our UX team. He provided a terrific understanding and empathy towards the retail experience we were designing. Danny introduced innovative ways of working, demonstrated solid and imaginative design thinking and built a good rapport with our clients. Danny is highly experienced, diligent, dedicated and I thoroughly enjoyed working with him.


Richard Rutter – Director at Clearleft Ltd

Danny was instrumental in helping to push the product development process forward. It was impressive to see how he was able to introduce and embed a range of innovative tools and methodologies. I would highly recommend him for guidance, coaching and leadership with product design teams.


Duncan Turner – Product Manager, Buy at John Lewis

Danny is an energetic and passionate UX leader. Always current with the latest UX thinking, Danny has a tenacious attitude and won’t accept the status quo when there is opportunity to do things better. He is a positive agent for change, brings people with him and is a great manager widely respected by his team. Danny is an asset to any organisation and I hope to work again with him soon.


Louis Badcock – Head of Product and website team at John Lewis

As my line manager, Danny encouraged me to think creatively, challenging the status quo, and his drive towards lean ways of working has changed how I approach my day-to-day work. Danny’s inquisitive nature and constant energy ensures that no stone is left unturned in the quest for a good customer experience, making him an asset to any product team.


Jonathan Godsell – User Experience Designer at John Lewis

Danny is a great asset to any team. He will leave no stone unturned as he analyses a business and strives to design the optimum user experience for that business. I’ve seen him build & maintains good relationships with all key project individuals in order to get the best result. It’s a pleasure to work with someone both open to ideas as well as considerate of any technical limitations.


Simon Perrott – Technical Lead and Senior Developer at Splendid

Danny is a persistent and committed UX professional. I have worked on several projects with Danny now and would highly recommend him for large, complex, goal driven Simon Parbutt UX projects. He has a great ability to work alongside the client, develop a rapport, gather requirements, keep the design focused and deliver results.


Simon Parbutt – Digital Strategy and User Experience at Splendid

Working with Danny was a real pleasure.  He was involved and willing to deliver the best solution possible in order to ease the user experience on the website.  Over the few years he spent at Eurostar, Danny participated in making the website better release after release.


Romain Eymard – Digital Ecommerce Customer Experience Manager at Eurostar

Danny has a clear talent for user centric design and customer experience, founded on a genuine interest in consumer needs. He is an articulate and sensitive communicator.  Danny’s motivation and infectious enthusiasm were unrelenting during his time in my team. A real find!


Jonathan Davies – Head of Ecommerce and Customer Management at Eurostar

Danny was a real asset to the Eurostar E-Commerce team. He has an excellent understanding of user experience architecture and happily challenges existing processes.


Luke Kingsnorth – Ecommerce and Commercial Manager at Eurostar

Brands I’ve worked with

Case studies

A summary of my impact, influence and role over 5 years at John Lewis.

Culture change, LEAN frameworks, hackathons, UX Management

Read the case study

In November 2016 I was asked to join the Fitflop team to advise, consult and lead the redesign for Fitflop’s replatforming and digital transformation project.

LEAN frameworks, User research, design, UX.

Read the case study

Get in touch

If you think we can work together please get in touch.