Hi! I am Alex Ackland
Product Designer based in London.
b2b Sass | Data Vis | Big Data | Design Systems | AI
12+ Years Experience.
b2c/b2b web apps.
IOS & Android Mobile.
Figma.
Figma make.
Claude.
Miro.
Pen & Paper.
Discovery.
Wireframing.
User Testing.
Flows & Journeys.
Design Systems.
Developer Handoff.
Achievements
2025 | The Gap Partnership
Discovery and design of the first web app. Shipped with a tiered payment structure. Implementation of an AI chatbot. Clients included Coca Cola and Easy Jet.
2023 | British Airways
Revamped the searching for a flight to payment journey for 40 million users. Implemented a new seat selection pattern saving around 24 seconds and 7% exits in that section, resulting in 3% more users going through with payment.
2021 | TESCO
Promoted to design lead of the Induct b2b dashboard; an application that enables suppliers to
onboard their products into the Tesco ecosystem. (Around 40,000)
2021 | AWWWARDS
Finalist with my financial investment visual website design.
2019 | Natwest
I was part of the team that re-designed the payments and homescreen. Winner of banking tesch awards 2019. 10 million users.
A bit more about me
I started designing in my teens copying album covers and posters. This quickly moved onto websites and I started to design & code for small businesses such as the local hairdressers and butcher.
At uni I studied a broad ranging course from HTML/CSS coding to digital graphics. In my final year, I focussed on Human Computer Interaction. I designed & built a taxi booking app based on location and pulling in Google map APIs. Getting a first in this project was the moment I realised I wanted to design digital products that solve real world user problems.
The first few years of my career were spent working for household names such as Laura Ashley, Ocado and John Lewis. My time was pretty much spent creating assets and landing pages following the promotional calendar.
As I climbed the ranks, I moved away from e-commerce and focussed on web and mobile apps. This is where I gained experience with design systems, stakeholder management, feature rollouts, documentation, user testing to developer handoff.
I am currently working on a b2b negotiation platform for the GAP Partnership integrating a wizard AI and chatbot to help negotiators understand their counterparty and keep track of negotiations using data. This was a 0-1 project where I set out the discovery plans, UX produce cycle, handoff to devs into a shipped tiered product with paying customers.