At The Guardian, my role as Director of Product Design has focused on establishing Product Design as a critical function. I’ve led a team of 25+ researchers and designers, shaping the department’s vision and fostering a human-centred design and innovation culture. My primary goal was to embed Product Design across the organisation, creating values, practices, and career frameworks that empower the team to make a meaningful impact. Through a lean, iterative approach, we’ve launched products like the Feast app and expanded personalisation features, strengthening reader engagement and growing our supporter base. Our design system aligns design and engineering workflows, enhancing brand consistency and product efficiency.
Empowering Team Growth
Over 18 months, I recruited and onboarded 15 designers and researchers, setting up transparent management and career pathways to support growth. Introducing values and ceremonies strengthened team cohesion, empowering members to work to their strengths. This people-first leadership approach has lifted team morale and quality, helping Product Design gain recognition for its impact and human-centred approach, which resonates with our readers.
Building a scalable Design System
I advocated a comprehensive design system rollout to support The Guardian's digital transformation. This framework brought designers and engineers together, streamlining workflows across our digital products and increasing efficiency by 50%. The system has simplified onboarding, brought consistency to user experiences, and improved collaboration across departments. Handling repetitive design tasks lets our teams focus on growth and innovation rather than rework.
Driving Product Enhancements
Focusing on personalisation and ease, I worked with stakeholders to simplify our supporter journey. Refining checkout flows through A/B testing boosted recurring subscriptions by 8% in the past year, helping us connect with readers in a more personalised way. I’ve also led the development of subscription-focused features, optimising user experiences for long-term engagement. This work included tools to empower journalists and better align readers with The Guardian’s mission. .
Leading Product Innovation
One of my proudest achievements has been leading the creation and launch of The Guardian’s Feast app—our first new digital product in years. As an internal founder, I championed this initiative, which speaks to our commitment to user-centred design and sustainable revenue streams. Feast has surpassed 100,000 downloads, achieved a 4.7-star rating, and hit a 60% free trial-to-subscription conversion, with Tesco Finest as a sponsor. Developing Feast expanded our digital offering and set up a repeatable framework for future projects, supporting cross-functional collaboration and lean development grounded in user needs.
Testimonials
"Tricky’s contributions have left a lasting positive impact on the department, and I highly recommend him for any future endeavors. He’s not just a talented leader but also a genuinely caring and inspiring individual who truly makes a difference wherever he goes."
Nichola Johnson, Director of Delivery
"Tricky is also creative, ambitious, and committed to excellence. He is a decisive leader with a clear vision, yet remains a warm and approachable person who genuinely cares about those he works with. A practised listener who gets to the heart of a problem quickly."
Chloe Kirton, Snr Product Designer
"Tricky is always willing to listen to different perspectives and implement solutions that benefit the team. He empowers people with autonomy, encouraging them to deliver exceptional work. A true innovation thinker, always pushing the boundaries."
Abolade Akintunde, Snr Product Designer
