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Logo with the text 'TOM GOOD' written in white, stylized font on a black background.

PRODUCT DESIGN - AI EXPERIENCES - UX STRATEGY - DATA & USER RESEARCH

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Hello, I'm Tom.
A hands-on digital design leader and previously Head of UX at MRM UK and Hugo & Cat. I focus on combining rich insights, experience strategy, and customer-centric thinking to craft striking experiences for incredible power brands.

Work examples
About me
  • A silver luxury SUV driving across a dry desert landscape with mountains in the background.

    Crafting the future for luxury motorists

    Developing a digital vision and design system to support Bentley’s brand evolution

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  • A woman is sitting on a green cushioned stool, wearing a strapless checkered top and dark pants, with her left arm resting on her lap. The background is a plain beige wall.

    Bridging the experience gap between digital and physical stores through AI

    Agentic AI proof of concept design and development for luxury fashion retailer Vince, in collaboration with Salesforce

    AI case study
  • Person holding smartphone with a website displaying a black and white profile photo of a woman and text 'Global law done differently'.

    Merge two market leaders through a striking digital transformation into a new global law firm

    Digital transformation and omni channel design support for the merger of Allen & Overy and Shearman & Stirling.

    Brand launch case study
  • Screenshot of a website homepage with a white header containing a logo and menu options, and a pink to purple gradient background. The main section features bold black text stating, "The experience platform trusted by digital visionaries," with a red "Get Started" button below.

    Reinventing a striking digital brand experience for a market leading DXP

    Development of a new digital vision and design system to guide the rollout of multiple digital channel experiences, and support the evolving ‘Gen B’ brand

    Brand & Design case study
  • Three smartphones displaying water utility app screens, showing maps, reports of leaks, pollution, and water service updates, with a blue background.

    Help Thames Water drive continuous digital innovation to support operational efficiency

    Creation of a new innovation process, leading into development of a new website and new services.

    Ideation case study
  • Doctor holding a tablet, with a laptop in front showing a medical infographic about HIV/AIDS and treatment options.

    Communicate the virtues of innovative HIV treatments to the world’s disease specialists.

    Creation of a new audience definition, UX framework, and strategy to communicate with Healthcare Professionals.

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  • Two smartphones showing a travel app with Dublin weather forecast and travel tips, set against a background of a coastal landscape at sunset with cliffs and ocean.

    Connect planning a trip, with the experience of travelling to Ireland

    Design of a new personalised and geolocated experience, delivered via a WebApp

    Webapp case study
  • Three smartphones displaying tools and hardware store apps on a wooden workbench surrounded by power tools, drill bits, and sandpaper.

    Enable the Stanley, Black & Decker family of tool brands to develop country specific sites with amazing efficiency

    Design and development of a new Pattern Library driven, modular approach to building websites across multiple brands.

    Global Platform case study
  • Digital dashboard interface for SPICE Index Builder, showing various data visualization cards, filter options, and a 3D cube icon representing index building automation.

    Build an innovative self-serve tool to help financial professionals prototype custom indices

    End-to-end product design of a new financial indices prototyping tool for market leader S&P Global Dow Jones Indices.

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Gilead Sciences logo featuring a stylized leaf inside a shield with the company name next to it.
Heritage logo with a stylized golden dog head illustration above the word 'Heritage' and the tagline 'Durable Luxury Since 1931' underneath.
Smartphone displaying social media app interface with message conversation.
S&P Global logo in black and red text
Logo of O'Reilly Auto Parts with red circular graphic to the left of the black text.
A&Q Shearman logo with a black icon of a man in motion and green text that says 'A&Q SHEARMAN'.
A black and white line drawing of a pair of hands holding and connecting puzzle pieces.
The Mercer logo features a dark blue hexagon-shaped graphic alongside the word 'Mercer' in blue text.
Swiss Re logo, a circular icon with a columned structure, and the words 'Swiss Re' next to it.
Bold green text spelling 'nutmeg' on a white background.
Logo of Camana Bay featuring a stylized leaf inside a circle with the text 'CAMANA BAY' below.
The word 'DART' written in bold, blue capital letters on a white background.
ViiV Healthcare logo in red with stylized letters and a curved line above the text.
Cognite logo with stylized graph icon above the company name in black on a white background.
Logo for dfs Crufts, featuring stylized purple award ribbon with a dog sit icon on top of the text.
Revit logo with purple bubble graphic and black text
Shell logo featuring a yellow scallop shell with red outline on a white background.
Sky streaming app icon with the word 'sky' in white and a green play button on a blue rounded square background.
Sky streaming app icon with a dark blue square background, the word 'sky' in lowercase white letters, and a red record button at the bottom center.
Sky app logo with a gradient background and Wi-Fi signal icon.
Black+ Decker logo in black and orange colors.
Cathay Pacific airline logo featuring a stylized green brushstroke or wing shape to the left of the company name in dark green.
Logo for Cyber Readiness Institute with the words Cyber Readiness highlighted in yellow.
Yellow rectangular background with the black text "DEWALT" in bold, capital letters.
Logo with a stylized letter D and the word 'disguise' in lowercase letters.
E.ON logo in red text on a white background
F&F logo with black background and white text
Grünenthal logo with a circular icon featuring a stylized human figure and waves, and the company name in bold black text with two small green dots over the letter 'u'.
Logo with a blue gradient icon resembling two vertical lines with circles on top, next to the text 'interactive investor' in gradient purple and blue letters.
Lenovo logo displayed on a white background with a red rectangular background behind the text.
Lift Share logo with the words 'lift' in blue and 'share' in green, featuring a curved arrow beneath the 'L'.
Black and white logo of the National Trust featuring a branch with leaves and the organization's name.
A square divided into four triangles, each with a letter: O, F, R, A.
Pandora logo with a crown symbol above the letter O.
Renault logo with the tagline 'Passion for life' and a yellow vertical line on a white background.
Royal Mail logo with a crown above the words 'Royal Mail' on a red banner.
Black Sony logo on a white background.
Xperia logo in black text on a white background.
Colorful logo of the company Sky with gradient red, pink, purple, and blue colors on a white background.
Yellow rectangle with black text that reads 'STANLEY' and a registered trademark symbol.
Swarovski logo featuring a stylized swan above the brand name in black serif font.
Thames Water logo with blue water droplet and wavy lines.
Tourism Ireland logo featuring a stylized green shamrock with purple text below.
Virgin Atlantic logo with purple text and a red emblem that says Virgin.
The logo of Vizient in orange lowercase letters on a white background.
Stylized logo with the word 'Witz' in gradient purple and pink outline on a white background.
Logo of Data Communications Company featuring a purple and black emblem with the company name in purple text.
FACOM logo featuring a red stylized hammer with a hex nut and the word 'FACOM' in bold white letters.
Irwin Trade Strong logo with yellow text on a blue background.
Logo with the word "pollyn" and a yellow circle containing a black dandelion seed head as the "o".
The logo of Experian, a company specializing in credit reporting and information services, featuring a series of purple and blue squares forming a swirl shape next to the word 'experian' in lowercase blue letters.
CIB International logo in dark blue font with bars rising from the letter I in the logo.
Blue text that reads 'Gen' with stylized logo above it, combining black lines and shapes.
Logo of Allen & Overy law firm with black and red text on a white background.