I design delightful user experiences that make digital products a success.

I see many people struggling to use apps, websites, touchscreens, and blaming themselves. It makes me angry, because I know it's not their fault — the product simply wasn't well designed. An unhappy user doesn't convert, return or refer.

Design isn't just aesthetics, it's how a product works. Through Experience Design, I combine simple functionality with exceptional visuals, to create digital products people use, trust, share — and love.

That's why I partner with ambitious businesses building products that need to work well. Together we can use good design to build a better future.

This is the result of a twenty year journey.

After studying UX at University, I worked client-side designing an online bank, then took a role as Creative Director at an agency, where I led the UX for an airline booking system and the e-commerce site for a high-street fashion chain — doubling their turnover.

Two years later, I chose to work freelance, and have been doing so ever since. I had the opportunity to lead the UX / UI on a new sales system for a Fortune 500 company, and helped their rapid growth to over 2,000 locations around the world.

More recently, I decided to pursue my other love — filmmaking, and spent several years producing, directing, telling stories. I worked across commercials, online content, documentary and narrative. I grew a small team and ran a production company for several years before realising I needed to return to the world of UX: I kept seeing people frustrated with their technology — something which still makes me angry.

Today, working with startups, I've learned how to adjust traditional UX practices to work leaner and faster — to the schedules and budgets they demand, combining proven UX techniques, leading-edge UI tools, as well as my design and storytelling expertise.

I believe each digital product must provide users with a delightful experience in order to thrive. My mission is to help make that a reality.


Ed Thomas
Experience Designer, London UK
07515 352 157