SR

I’m Syed, a Service Designer & User Researcher

With over 15 years of experience, I am passionate about creating meaningful, user-centered solutions that transform experiences across diverse sectors, including government (GDS), communications, banking, retail, startups, and technology. My approach focuses on ensuring that user needs are at the heart of every design decision, consistently delivering innovative products and services that not only meet but exceed user expectations.

As a Certified Product Owner, I bring a unique blend of skills that integrate the strategic vision of service design with the Agile, solution-focused approach of product ownership. These combined capabilities allow me to not only craft seamless user experiences but also ensure the efficient delivery of impactful solutions that meet both user and business needs.

I have led the development of key government services and products, driving impactful change through thoughtful design and Agile Product Management. My deep industry knowledge enables me to bridge the gap between design and development, ensuring that every solution is not only well-designed but also strategically aligned for success.

My Philosophy

01

Design with Empathy

Understanding real user needs is the foundation of meaningful, inclusive services.

02

Collaborate to Create

The best solutions emerge through open, cross-functional collaboration and co-creation.

03

Deliver with Purpose

Design should drive positive change—balancing user needs, business goals, and long-term impact.

Work Experience

December 2024

March 2025

LSEG (London Stock Exchange Group) | UK 
Lead Designer (Service & Product)

September 2024

November 2023

HMRC | UK 
Senior UX Consultant

March 2023

July 2024

DWP | UK 
Lead Service Designer

December 2022

March 2023

DCMS | UK 
Lead User Researcher

July 2022

December 2022

Dept Of BEIS | UK
Design Lead – Service Designer

April 2022

July 2022

Met Office | UK
Lead User Researcher

February 2022

April 2022

Cabinet Office | UK
Senior User Researcher

August 2021

December 2021

BT Global | UK
Senior Service Designer

November 2000

April 2021

DFE | UK
Service Design Consultant

Humanising Digital Experiences

In short, what I enjoy doing is bridging the gap between human emotions and digital experiences.

7 GDS Projects - All Phases

20 Private Sector Projects

Certified Product Owner

UX Skills & Tools

Service & Product Design

Discovery Research

Ideation Workshops

Prototyping & Testing

Stakeholder Management

Process Flows

Journey Mapping

Service Blueprints

Decision Tree

Business Model Canvas

Data Visualisation

Competitive Analysis

UX/ User Research

UR Planning Workshops

1:1 Interviews

Data Clustering

Focus Group

Gorilla Testing

Journey Mapping

User Personae

User Journey Mapping

A/B Testing

Empathy Mapping

UX Tools

Miro & Mural

Figma

Sketch

Axure RP

Heroku 

Adobe Illustrator

Adobe XD

Userzoom

Usertesting

Balsamiq

Let’s Humanise Digital Experiences!