

My approach centres on leveraging deep user research and data insights to solve complex business challenges, validate new products through iterative processes, and lead multi-disciplinary teams towards shared goals.
I'm particularly passionate about optimising human-in-the-loop systems to foster seamless human-AI collaboration, ensuring holistic and measurable digital product success. My expertise extends to implementing design systems at scale and championing accessibility standards (WCAG, WAI-ARIA).
A notable achievement includes being a finalist for the Digital Leaders Impact Awards for the Money Navigator tool—a critical fintech initiative that delivered personalised financial advice and action plans to millions across the UK during the COVID-19 pandemic. This contributed to MoneyHelper's 12.4 million engaged sessions annually, demonstrating significant national impact.
Digital Leaders
Impact Award Finalist
An overview of my technical skills and professional expertise
Keep the user at the core of the design process to create highly usable and accessible products.
Conduct in-depth research to understand user needs, behaviors, and motivations.
Evaluate the ease of use and learnability of a product through various testing methods.
Continuously test and refine product ideas based on user feedback and data.
Use data and experimentation to make informed design decisions and optimize user experiences.
Ensure digital products meet the Web Content Accessibility Guidelines for people with disabilities.
Define and guide the overall design vision, aligning it with business goals and user needs.
Develop and maintain a consistent set of design principles, components, and patterns.
Focus on the aesthetics of a product's interface, including layout, typography, color, and imagery.
Apply agile principles and scrum frameworks to manage project workflows and deliver value iteratively.
Build and maintain strong relationships with key stakeholders, ensuring alignment and buy-in.
Lead and guide collaborative workshops to generate ideas and solve problems with a group.
Support and guide team members' professional growth through mentorship and coaching.
Work effectively with team members located in different physical locations.
Design systems that combine human intelligence with AI to enhance decision-making and performance.
My professional journey and key milestones in design
Directing the complete UX design lifecycle for myProduct: Online Operations as part of Tesco's major digital transformation, targeting £217M in benefits over 3 years. Leading UX for the Marketplace Taxonomy Automation project, designing AI-powered Human-in-the-Loop solutions to automate product categorisation for millions of SKUs. Translating complex user, business, and technical requirements into intuitive, well-structured interfaces. Using Axure for high-fidelity prototyping and integrating with Storybook for seamless component management. Collaborating within a globally distributed, multi-disciplinary team across multiple time zones.
Worked within the marketplace platform, contributing to the user experience strategy and ensuring an intuitive and efficient consumer journey for finding and comparing personalised financial products.
Led end-to-end UX design for the Pensions Dashboard Programme (PDP). Drove the core user experience strategy for this complex digital ecosystem. Managed creation and strategic evolution of the Pensions Dashboard Programme website. Directed UX for the MoneyHelper website rebrand and the award-winning Money Navigator tool. Managed and mentored a small team of UX designers.
Led UX design initiatives within BT Enterprise's digital transformation programme. Contributed to strategic development of the BT Design System. Translated complex business requirements into logical, intuitive interfaces. Partnered with cross-functional teams including product owners, business analysts, and developers.
Designed and optimised UX patterns and components within TalkTalk's UX Pattern Library and front-end development framework (Baseline). Acted as UX gatekeeper for the bespoke Baseline framework and served as TalkTalk's UX representative on the Accessibility Working Group. Introduced WAI-ARIA authoring practices to the Baseline framework, ensuring WCAG 2.0 AA accessibility compliance. Orchestrated comprehensive user testing programmes for key projects.
Drove comprehensive user discovery and product validation through identifying critical consumer needs and value opportunities. Utilised diverse UX methods (personas, user journeys, usability testing, A/B testing) to inform design decisions. Translated complex business, technical, and consumer requirements into intuitive product designs. Implemented iterative design cycles through user sessions.

Led end-to-end UX design and development for high-traffic digital products including Hostelbookers.com and Hostels.com. Drove systematic design thinking by establishing a roadmap for global style standards and creating a comprehensive design/interaction pattern library. Championed user-centred design techniques, leading redesign efforts on key user flows. Managed and mentored UI and online marketing designers, reorganising the team around specialisation.

Managed a team of designers responsible for HostelBookers' online and offline presence. Focused on user-centered design techniques. Developed strategies with a focus on business prioritisation and process optimisation. Led redesign efforts on numerous key user flows, including the main site purchase path.

Established the conceptual and stylistic direction for HostelBookers' main and satellite brands. Defined HostelBookers' visual brand guidelines. Coded numerous affiliate white label websites. Directed the work of Junior and Mid-level Designers and managed task allocation.
Created full identity sets for small businesses, including logos, stationary, business cards, and brochures. Designed and illustrated end-user product manuals. Designed HTML websites, Flash websites, and online banners. Created HTML templates for popular open-source CMS (Mambo, OS Commerce, Movable Type).
Installed brand new servers and configured hardware, peripherals, and services. Scheduled upgrades and security backups of hardware and software systems. Ensured the smooth running of all IT systems, including anti-virus software, print services and email provision.
Designed UI for CD-ROM applications. Programmed interaction and behaviours for CD-ROM applications using Macromedia Director Lingo. Performed video editing, voice-over recording, and sound editing. Designed CD-ROM packaging and other print-based POS material.
Some kind words from colleagues and friends I've had the pleasure to work with.
Syed Ali
Product Manager - Technology Change
@Tesco
I've had the absolute pleasure of working closely with Decio over the past few years at Tesco, where he's been an invaluable Senior UX Designer across some of our most high-profile initiatives—Marketplace, F&F, and Whoosh. As a Product Manager, I've come to rely on Decio not just for his design expertise, but also for his thoughtful product thinking, collaborative spirit, and relentless focus on user needs. He has an exceptional ability to take complex business challenges and translate them into elegant, intuitive experiences. His design work is always backed by strong rationale, user insight, and an innate understanding of what makes a product truly usable and delightful. What sets Decio apart is his calm, thoughtful approach, even under tight deadlines or shifting requirements, he brings clarity and direction to the team. He's been a trusted thought partner to me throughout product discovery, delivery, and iteration cycles, and his input has consistently elevated the quality of our outcomes. Beyond his technical and creative skills, he's simply a joy to work with, empathetic, humble, and always ready to support others. Any team would be lucky to have him. I can't recommend him highly enough.
Ugur Basar
Design Manager-Line manager and thought leader and manager of managers
@Tesco
I had the pleasure of working with Decio previously, so was well aware of his skills and proven track record. He did not disappoint. Decio is a meticulous designer, who is keen to highlight the true need to be user centric. He was instrumental in establishing UCD principles in a new team and soon became the go to person. He is a great team player and is always keen to support the wider team in challenging situations.
Andre Cruz
Lead UI Designer
@Money and Pensions Service
Decio is an exceptional leader in user experience and design and he is at the top of his field in UX knowledge. He's a talented designer with skills that reach beyond just UX as he's always looking for ways to push the boundaries of how we can make our product better. Working with Decio was an absolute pleasure.
Nakul Singh Ph.D
User Experience Designer
@University of the Arts London
dEZ is one of those rare breed designers who unpicks a user problem with skill and empathy. Where others throw an entire textbook of UX methods at problems, dEZ picks the right approach from the textbook. He's smart, efficient and knowledgeable. He's equally adept at strategy and process as well as the practical hands on UX stuff.
Jon Towers
Digital Product Designer & UX Specialist
@Tesco
I had the pleasure of working with Dez at Tesco on the Online Operations application, where he brought clarity, creativity, and deep UX expertise to some of our most complex challenges. We were tackling initiatives around automated taxonomy and Al-powered recommendations—areas that required a nuanced understanding of both technical possibilities and user needs. What stood out about Dez was his ability to seamlessly bridge the gap between technical constraints, business goals, and user-centric design. He was consistently thoughtful, collaborative, and always focused on creating intuitive and scalable solutions. Dez doesn't just design interfaces—he designs with intention, insight, and impact. Any team would be lucky to have Dez. He's not only a brilliant UX designer but also a great partner in solving meaningful problems.
Goldmund Byrne
Service Design, UX, Product & Generative Al Consultant, Certified Prompt Engineer / Product Owner/Manager / Lead with Agile project mgmt/team building / Design Programme Mgmt / Strategic Roadmapping etc.
@BT Group
Decio is one of the best UXers I've worked with, above and beyond the usual. Highly recommended
Andrea Marchello
Head of Technology
@Octopus Legacy
I had the opportunity to work with Dez in the same team both as a front-end dev and as a dev manager. Dez is a brilliant UX designer and an amazing team player. The quality of his user experience is superb and he has a clear understanding of all the front-end ecosystem, including Ul and development, so it's very easy to work with him as the communication is very effective. I really hope to cross his path again in the future.
Frances Ibe
SVP of Product at Tide
@CareerBuilder
It was a pleasure to have Decio as part of my team. He is a highly skilled and capable UX expert, who will help drive change within any product team he joins. He quickly become a key person within the team, balancing the different personalities and viewpoints while spearheading new ideas and approaches. I would highly recommend him to any company looking for a UX person with deep knowledge, providing consistently high quality work!
Hubert Rogers
Data Scientist at Seseme
@CareerBuilder
Dez is a great designer, UX researcher and all-round colleague. I worked with him at CareerBuilder and he always produced with beautiful, clean and functional mockups, challenged all bogus ideas and preconceptions using effective communication—always keeping the key goals in mind. Always a team player, a fantastic guy to be around and travel on business with.
Alessandro Aiello
Senior Designer (UI/UX, Product, Marketing)
@Hostelbookers.com
Decio was my Manager at Hostel Bookers for 3 years. It was a pleasure working with him and I think he managed to build and keep together an amazing team. He is organised and focused and keeps track of all the projects in a nearly perfect way. He's also a really self-confident person that doesn't need to impose any concept or idea just because he's in charge. This is the best way to gain respect and to build a good team relationship. He can give you responsibilities but at the same time he guides you through any project with proper advice and hints in a professional manner. His focus on each task, skills and attention are always excellent either as Manager or Designer.
Silviya Marinova
Senior User Experience Designer || DesignOps Ambassador || Mindfulness and Meditations follower
@Hostelbookers.com
I will always remember the time working with Decio (dEZ). I worked with him more than two years learning, designing and enjoying the time in Hostelbookers. Dez gave me more professional experience than I could have learned from any book or school. He is proficient in all modern web techniques and design technologies. He is always open to share his knowledge and advice. As a Design and UX Manager Dez planned and managed our team workflow and design strategies. Dez is a great professional who is a pleasure to work with and I have no hesitation in recommending him.
Scott Mayes
Strategic CTO | Product and Engineering Leader | Agile Delivery | Start-ups & Scale-ups | E-Commerce & Digital Technology | Customer-Centric Products | Technical Excellence
@Hostelbookers.com
I have had the pleasure of working with Decio over the past 6 years. Decio is always professional and is dedicated to moving the design and Ul in the right direction. No stone is left uncovered when working on creating new designs he is always willing to take input from others and act on their feedback. Having a technical background also allows Decio to provide achievable designs and also to create a Ul which utilises the latest front end techniques
Dan Zbijowski
CMO @ GoStudent | Making quality education accessible to all
@HostelBookers
During my time at HostelBookers Decio has overseen a complete overhaul of website design and numerous projects to redesign various pages of the site. In each of these projects he has brought insight from both a design and user experience angle. He is a fantastic designer with a passion for his work and a great eye for detail. The fact that he has been leading HostelBookers design team for over 6 years shows how instrumental he has been in our growth.
Mattie Wilson
Senior User Experience (UX) & Product Designer
@Hostelbookers.com
I worked with Dez for over a year and found him to be both an excellent manager and designer from whom I learnt many valuable skills. Dez creates high-quality work that meets deadlines and motivates the rest of his team to do the same. He also works hard to build a positive environment that encourages communication and collaboration within the team. I found Dez to be an inspirational leader and believe his skills, knowledge and experience would be an asset to any company.
Kev McCabe
Kev McCabe is a seasoned IT Leader and Agile & Lean Coach. #WeCoachAsOne
@Hostelbookers.com
I worked with dez for over a year while at Hostelbookers.com. He is a very passionate designer with some amazing ideas & concepts. He has a high attention to detail and isn't frightened to try anything new or off the wall to please his clients.
Andy Marciniak
Product Architect | Strategy, UX Research, Experience, Design, Leadership
@Hostelbookers.com
Having worked under Decio for a number of years, he has been a constant source of inspiration & education throughout overseeing my development into an accomplished designer. We have worked on many high-profile projects together, where Dez's great natural creative abilities and management skills have contributed eminently to their success.
Ugur Basar
Design Manager-Line manager and thought leader and manager of managers
@TalkTalk
Dez was a great team member and an integral part of the major initiatives that we had to tackle at TalkTalk. His impeccable attention to detail and diligence towards understanding scope v's problems v's user needs v's tech constraints was an invaluable asset to a newly formed team. Not only would I not hesitate to recommend Dez, but I would have him in any squad, any scenario—every time!
I'm here, always ready to help.