Case Studies — Rich Birley · UX / Product Design Lead

An end-to-end UX, Design, Data & AI-driven workflow

I’m a UX & Product Design Lead who pairs qualitative and quantitative signal to inform design — and builds the tooling, process and team foundations that let a design function scale. These three case studies show that end-to-end: from a team of one to a maturing research & design practice.

Product Design Leadership Behavioural Analytics Heuristic & Journey Analysis Design Systems AI & MCP Tooling Change Management

Key Achievements

A snapshot of impact across the last programme cycle

7,405 agents

analysed across the core meter-read journey to pinpoint exactly where intent was being lost.

38–40% user base

of the active agent user base captured in the behavioural analysis sample — broad enough to trust the pattern.

Sole lead

ran an enterprise Digital Experience Intelligence rollout as a team of one, coordinating 10+ stakeholder functions.

20 squads

across the business in scope for the phased platform rollout and enablement programme.

6→1 initiatives

unified into one repeatable workflow: AI training, decision logs, two MCP connectors, CX journey analysis, a design-system build and a UX audit.

Team → function

established the foundations, process and tooling to mature business design into a scalable research & design practice.

An end-to-end UX, Design, Data & AI-driven workflow

A snapshot of impact across the last programme cycle

Selected Work

Ignition UX Audit

FullStory Programme

Meter Reads · MCP