Banking
Account opening that people finish
A KYC-heavy onboarding flow, rebuilt. Fewer drop-offs, same paperwork, much less swearing.
Wicked Chuffed, LLC · Design / UX
Design & UX
Senior UX strategy. Strong coffee, stronger tea. No faff.
Keep going
Twenty years of making complicated things feel obvious.
I've led design in banking, e-commerce, HCM, gaming and AI products on both sides of the Atlantic — the kind of work where regulation, scale and ambition all pull in different directions and someone has to stand in the middle holding the marker. That someone is usually me, and I'm annoyingly happy about it.
"Wicked chuffed" is the feeling when the work is genuinely good — not loud, not flashy, just properly done. I've chased it for two decades, mostly from a desk with a lake view, occasionally from the dock, always with a kettle within reach. These days I take on consulting and side projects: a good problem, a small team, and enough room to do it properly.
Capabilities
What I get called in for
UX Strategy
Fuzzy business goals in, a plan your team can actually follow out.
Design Systems
Built to withstand a Nor'easter, a drizzly Tuesday and three re-orgs.
AI-Integrated Design
Smart features that feel helpful, not haunted.
Leadership & Mentorship
Grew teams from 6 to 25+. No drama, no hero culture.
Omnichannel Design
Same experience on the phone, the laptop and the counter at the branch.
Compliance-Aware UX
KYC and regulated flows that stay human with legal in the room.
Workshop Facilitation
Opinions in, decisions out. Usually before the coffee runs cold.
Featured work
A few things worth talking about
Recent enterprise UX strategy work lives in the portfolio — case studies, process and all the messy middle bits.
AI Product
Making the robot show its work
AI suggestions people could question, edit and override — trust went up, support tickets went down.
E-commerce
One checkout, every channel
Killed four inconsistent carts, shipped one. Mobile conversion said thank you.
HCM
Three days beats six months
A roadmap stuck in stakeholder ping-pong, untangled in one workshop and a lot of sticky notes.
How I work
Bring the gnarly problem
Four ways in. All of them start with a conversation and end with something shipped.
Fractional & Advisory
A senior design brain a few days a month. Embedded, opinionated, not precious about it.
Project Consulting
Bring the gnarly problem. I bring the whiteboard and the snacks — research through shipped screens.
Workshops
Discovery, prioritisation or a design sprint. We finish with decisions, not a deck nobody reads.
Design Reviews
An honest teardown of your product, plus a ranked list of what to fix first. Kindly brutal.
Contact
Let's build something you're wicked chuffed about. No corner office required.
Tell me a bit about the problem. I'll reply within a couple of days — honestly, even if I'm the wrong person for it.
wickedchuffed@gmail.com