The thinking that AI can't do for you
I help teams find focus, make confident decisions, and design for impact.
Trusted by
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.
Dept for Transport
I gave DfT the confidence to move into Beta — grounding the platform decision in solid user research and making sure people with a wide range of accessibility needs were heard throughout.
Nhs
I supported Manchester NHS Sexual Health Services in co-creating insights and recommendations to improve care for trans and gender diverse (TGD) people.
Adora Digital Health
Adora Health, an early-stage health tech startup specialising in menopause, faced the dual challenge of achieving market fit and improve its app experience.
Ofgem
Rapid user research on GDS alpha project to inform the design and policy for Ofgem's new heat network regulatory service.
What people say about me
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 | CEO
Adora Health
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 | CEO
Adora Health
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 & COO
Future Foundry
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 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
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 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 introduced innovative ways of working, demonstrated solid and imaginative design thinking and built a good rapport with our clients.
Richard Rutter
Co-Founder
Burberry (via Clearleft)
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
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
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.
Simon Wright
Elena Sinel
Acorn aspirations
Right now..
I’m also open for new opportunities, partnerships and associate models. If you’d like to chat or share a challenge, lets talk.