My Work
About Me
Hire Me
Ruby's Portfolio
My Work
About Me
Hire Me
Hi, I'm RubyI build loveable experiences.View My Recent Work
What I do. What I loveI am a Customer Experience Director. I help agencies and clients set up design teams and processes of working, and ensure that customer experience principles are embedded into the DNA of the organisation. I mentor designers and researchers from discovery to delivery. I enjoy getting my hands dirty and I'm hands on in solving design problems with my team.Currently available for consulting freelance work, product discovery workshops, mentoring and training in London and San Francisco. Visit the About Me page to learn about the services I offer.
Experience designDesign is my passion and my comfort zone. It has to start with an accurate problem definition, which I believe is where most businesses fail. Quite often design teams are wrongly directed to solve problems that don't exist in the mind of the consumer. This is what I focus on, solving the right problem for the customer.
StrategyExperience strategy and conceptualisation are integral to what I do. I think about the customer journey across touch-points. It’s not about snazzy interfaces and sleek transitions but about considering every detail in the journey. This is what affects perception of the product and the brand as a whole.
Design LeadershipLeading design teams is not a walk in the park. Designers need a special set of skills in a leader to help them grow and flourish. I strive to create flexible, supportive environments with as little hierarchy as possible. I have led diverse teams of designers who have influenced me and my approach to management.
My most recent work.Heading the experience design team @ Travelex(July 2015- October 2016)
What I've achieved My most important achievement over the course of my 15 month consulting contract as the Head of Experience design at Travelex was establishing Experience Design not only as the main differentiator for our products, but also within the organisation by educating different teams about the importance of quality and coherence from a customer perspective. This involved a great deal of communication as well as hiring the right design team and structuring it in a way that supported what we were trying to create.  I managed the team of Interaction, Service and Visual Designers, User Researchers, and Content Strategists and restructured it, shifting from a 'designer per product' to a 'designer per work stream' model. This gave each team member the opportunity to bring their acquired knowledge to all products and improved consistency and speed. I led the Experience Design team through the launch of new and major app updates. Supercard and the Money App were launched/updated in June-September 2016, showcasing our team's world class design thinking and innovation. Check our apps in the App Store and Google Play. 
Travelex Wire
Money AppApp StoreGoogle play
SUPERCARDApp store Google play 
View All Travele