The thinking AI can't do for you
I help teams find focus, make confident decisions, and design for impact.
How I work
Listen first, then listen again
I get to know the team, the dynamics, and what's really going on in the service and the people that design it.
Find the thing worth solving
I identify where to focus and why, so energy goes where it will actually make a difference.
Do the work, focus on impact
Change happens through doing. I'm inside the system, not outside it.
Case studies
View more case studies →
UK Government department Developing a UK Gov service front door
A Microsoft Power App front door the whole team uses to triage, size and track requests, built in about two weeks.
Service design · AI · Power Apps
Department for Transport A new intranet for Dept Transport
Passed its GDS alpha assessment, with an architecture built from real search behaviour.
Service design · User research · GDS Alpha
UK Government department Turning scattered feedback into decisions
A monthly review that did not exist before, now run by the service desk team from a Microsoft Power App.
Service design · AI · Power Apps
NHS Mapping an NHS Sexual Health Service
One mapped end-to-end service the commissioning team now designs against.
Service design · User research
What people say about me
Danny is by far the best consultant in his category that I have ever worked with. Truly great digital experts, for me, have been hard to come by. Danny is different. He is principled, rolls up his sleeves, has a plan, sticks to it, is flexible, but knows his science, and OWNS the deliverable as if he’s a part of your business. I would have him back in a heartbeat.
Marcia Kilgore Entrepreneur, Investor, Founder, Beauty Pie, Fitflop Danny is a passionate, intelligent, and hardworking team member with a wide range of UCD expertise. The excellent work he did to set up a large, diverse user panel at DfT will have a long term impact, helping us and the client carry out quality research for a long time to come. Thank you Danny!
Paul Tait Senior Delivery Manager, Methods (for Dept for Transport) Danny was exactly what our early-stage startup needed. He brought a hands-on, strategic, and detail-oriented approach to product and design, with a genuine investment in our success, particularly in the critical area of women's health and menopause solutions.
Ann O'Niel Co-Founder and CEO, Adora Health Danny is a joy to work with - he is a highly skilled UX professional who is passionate about bringing the best of that discipline to drive consumer-centric transformation - he is tenacious, compassionate and has a relentless drive to make things happen.
Lucy Calver Director of Digital, Clarks I have learnt so much from working alongside Danny at DOT PROJECT as have the incredible charities we support. Danny has taken on so many new challenges with such focus, commitment, energy, but most importantly empathy.
Annie Leggie Co-Founder, DOT Project Danny is an energetic and passionate UX leader. He 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.
Lewis Badcock Head of Product, John Lewis Danny introduced innovative ways of working, demonstrated solid and imaginative design thinking and built a good rapport with our clients.
Richard Rutter Co-Founder, Clearleft Danny brought fantastic and such valuable insight to the Fitflop Digital re-platform. His approach to understanding the required customer experience and interpreting it through our digital platform has been first class.
Simon Wright Chief Operating Officer and Board Director, FitFlop 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, John Lewis Working alongside innovation strategists and insight leaders, Danny has been crucial in identifying and architecting a number of disruptive new digital and retail propositions for our most senior clients.
Katy Sephton Co-Founder and COO, Future Foundry Danny was instrumental in shaping our health app, contributing to both graphic design and user experience. Over a year, he refined our UI, improved usability through user testing, and helped create a visually engaging product. His creativity, attention to detail, and collaborative approach made a real impact. I highly recommend him to anyone looking for a designer who combines aesthetics with user insight.
Ed Smith Co-Founder and CTO, Adora Health I have worked on several projects with Danny now and would highly recommend him for large, complex, goal driven 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 Head of User Experience, Splendid Danny is extremely bright and versatile and was able to turn his hand to almost anything. He always championed excellence in user experience and produced high quality detailed documentation suitable for technical specs. Design savvy and technically competent he's a very useful guy to have around.
Nicky Drake Product Manager, 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!
John Davies Head of Ecommerce, Eurostar 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. Our hackathon would not have been the success that it was without Danny.
Elena Sinel Founder, Acorn Aspirations Danny is by far the best consultant in his category that I have ever worked with. Truly great digital experts, for me, have been hard to come by. Danny is different. He is principled, rolls up his sleeves, has a plan, sticks to it, is flexible, but knows his science, and OWNS the deliverable as if he’s a part of your business. I would have him back in a heartbeat.
Marcia Kilgore Entrepreneur, Investor, Founder, Beauty Pie, Fitflop Danny is a passionate, intelligent, and hardworking team member with a wide range of UCD expertise. The excellent work he did to set up a large, diverse user panel at DfT will have a long term impact, helping us and the client carry out quality research for a long time to come. Thank you Danny!
Paul Tait Senior Delivery Manager, Methods (for Dept for Transport) Danny was exactly what our early-stage startup needed. He brought a hands-on, strategic, and detail-oriented approach to product and design, with a genuine investment in our success, particularly in the critical area of women's health and menopause solutions.
Ann O'Niel Co-Founder and CEO, Adora Health Danny is a joy to work with - he is a highly skilled UX professional who is passionate about bringing the best of that discipline to drive consumer-centric transformation - he is tenacious, compassionate and has a relentless drive to make things happen.
Lucy Calver Director of Digital, Clarks I have learnt so much from working alongside Danny at DOT PROJECT as have the incredible charities we support. Danny has taken on so many new challenges with such focus, commitment, energy, but most importantly empathy.
Annie Leggie Co-Founder, DOT Project Danny is an energetic and passionate UX leader. He 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.
Lewis Badcock Head of Product, John Lewis Danny introduced innovative ways of working, demonstrated solid and imaginative design thinking and built a good rapport with our clients.
Richard Rutter Co-Founder, Clearleft Danny brought fantastic and such valuable insight to the Fitflop Digital re-platform. His approach to understanding the required customer experience and interpreting it through our digital platform has been first class.
Simon Wright Chief Operating Officer and Board Director, FitFlop 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, John Lewis Working alongside innovation strategists and insight leaders, Danny has been crucial in identifying and architecting a number of disruptive new digital and retail propositions for our most senior clients.
Katy Sephton Co-Founder and COO, Future Foundry Danny was instrumental in shaping our health app, contributing to both graphic design and user experience. Over a year, he refined our UI, improved usability through user testing, and helped create a visually engaging product. His creativity, attention to detail, and collaborative approach made a real impact. I highly recommend him to anyone looking for a designer who combines aesthetics with user insight.
Ed Smith Co-Founder and CTO, Adora Health I have worked on several projects with Danny now and would highly recommend him for large, complex, goal driven 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 Head of User Experience, Splendid Danny is extremely bright and versatile and was able to turn his hand to almost anything. He always championed excellence in user experience and produced high quality detailed documentation suitable for technical specs. Design savvy and technically competent he's a very useful guy to have around.
Nicky Drake Product Manager, 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!
John Davies Head of Ecommerce, Eurostar 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. Our hackathon would not have been the success that it was without Danny.
Elena Sinel Founder, Acorn Aspirations Danny is by far the best consultant in his category that I have ever worked with. Truly great digital experts, for me, have been hard to come by. Danny is different. He is principled, rolls up his sleeves, has a plan, sticks to it, is flexible, but knows his science, and OWNS the deliverable as if he’s a part of your business. I would have him back in a heartbeat.
Marcia Kilgore Entrepreneur, Investor, Founder, Beauty Pie, Fitflop Danny is a passionate, intelligent, and hardworking team member with a wide range of UCD expertise. The excellent work he did to set up a large, diverse user panel at DfT will have a long term impact, helping us and the client carry out quality research for a long time to come. Thank you Danny!
Paul Tait Senior Delivery Manager, Methods (for Dept for Transport) Danny was exactly what our early-stage startup needed. He brought a hands-on, strategic, and detail-oriented approach to product and design, with a genuine investment in our success, particularly in the critical area of women's health and menopause solutions.
Ann O'Niel Co-Founder and CEO, Adora Health Danny is a joy to work with - he is a highly skilled UX professional who is passionate about bringing the best of that discipline to drive consumer-centric transformation - he is tenacious, compassionate and has a relentless drive to make things happen.
Lucy Calver Director of Digital, Clarks I have learnt so much from working alongside Danny at DOT PROJECT as have the incredible charities we support. Danny has taken on so many new challenges with such focus, commitment, energy, but most importantly empathy.
Annie Leggie Co-Founder, DOT Project Danny is an energetic and passionate UX leader. He 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.
Lewis Badcock Head of Product, John Lewis Danny introduced innovative ways of working, demonstrated solid and imaginative design thinking and built a good rapport with our clients.
Richard Rutter Co-Founder, Clearleft Danny brought fantastic and such valuable insight to the Fitflop Digital re-platform. His approach to understanding the required customer experience and interpreting it through our digital platform has been first class.
Simon Wright Chief Operating Officer and Board Director, FitFlop 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, John Lewis Working alongside innovation strategists and insight leaders, Danny has been crucial in identifying and architecting a number of disruptive new digital and retail propositions for our most senior clients.
Katy Sephton Co-Founder and COO, Future Foundry Danny was instrumental in shaping our health app, contributing to both graphic design and user experience. Over a year, he refined our UI, improved usability through user testing, and helped create a visually engaging product. His creativity, attention to detail, and collaborative approach made a real impact. I highly recommend him to anyone looking for a designer who combines aesthetics with user insight.
Ed Smith Co-Founder and CTO, Adora Health I have worked on several projects with Danny now and would highly recommend him for large, complex, goal driven 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 Head of User Experience, Splendid Danny is extremely bright and versatile and was able to turn his hand to almost anything. He always championed excellence in user experience and produced high quality detailed documentation suitable for technical specs. Design savvy and technically competent he's a very useful guy to have around.
Nicky Drake Product Manager, 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!
John Davies Head of Ecommerce, Eurostar 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. Our hackathon would not have been the success that it was without Danny.
Elena Sinel Founder, Acorn Aspirations Recent articles
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