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
Design with Empathy
Understanding real user needs is the foundation of meaningful, inclusive services.
Collaborate to Create
The best solutions emerge through open, cross-functional collaboration and co-creation.
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