Personal Details

Andy Jacobs
07727 097555

Personal Statement

I am an experienced UX consultant, passionate about the scientific/research side of User Experience where the psychological and physiological aspects of design affect user behaviour. I’ve spent the last 5 years in senior UX positions and am comfortable leading teams, and in a hands on capacity creating UX deliverables.

Key Skills

  • Team leadership and mentoring
  • End-to-end project skills from supporting account handlers at the pitch stage through to product launch
  • Axure RP (Desktop, mobile, responsive and app prototypes)
  • Adobe Creative Suite
  • Agile project management methodology
  • Some HTML, CSS, Javascript and PHP
  • Some app development using HTML5, Javascript and Phonegap
  • Measurement frameworks
  • User research – writing testing scripts, moderating and observing lab based testing
  • UX strategy and process development

Employment History

User Experience Consultant – National Trust
(December 2017 – Present)

National Trust (user population of around 5 million) is a product focused, Agile environment and I’m responsible for several different products and projects:

  • UX on Join, Renew and Donate looking at the various journeys as changes are required to validate the user experience and ensure that we’re sticking to best practice.
  • User research – I’ve worked on several research projects while I’ve been here.  These include conducting simple qualitative research with users, remote unmoderated testing using What Users Do, lab based testing and using an internal system for setting up surveys and discussion rooms.  For these I have mostly written the test plans and final reports with recommendations myself.  My role is then to take the findings back to various stakeholders to agree a plan to implement and work either as enhancements or as new projects.
  • GDPR – This was a big exercise for the National Trust and I was responsible for ensuring a consistent experience for users across around 10 different journeys on 6 products.  I built Axure prototypes for a mechanism to allow users to submit their communication permissions so that internal clients have an easy way to see how the user journey works along with other interactions.
  • My National Trust – At the moment, this is quite limited.  I built a prototype that replicates this environment that is used as the foundation to expand the functionality.  This started as an Axure low fidelity prototype which allowed users to sign up, login, and manage all their details using lots of variables and logic to replicate the real product as closely as possible.  This has now gone through a creative process and I have built a high fidelity prototype.  I’ve written a test plan outlining the hypotheses we want to test and will be setting this up for user testing in the coming days.

All of this involves UX planning from personas and user journeys through to creating quite complex prototypes to replicate functionality so that stakeholders understand how the interactivity works.

This was a short term contract of 3 months and was due to finish at the end of February but is now rolling as I pick up new pieces of work.

I work for the central digital team and overlap with UX consultants from the content/UX team.  This is a team more focused on content and business goals than traditional UX so I act as a mentor to them to build their UX knowledge.  I’ve just created a business case for them all to have Axure so that we can develop highly interactive prototypes that can be used for user testing so I’m training them on its use.  Day to day, my main relationships are with the creative and development teams and act as a bridge between what is essentially and internal marketing agency and the clients for each of the main products.

A typical project for me at the National Trust would be:

  • Have initial discussion with the internal client to get an idea of the problem (for example, “We need 20,000 new members to join online”)
  • Help client write a brief that would cover the work I’m going to do, the creative brief and the content brief
  • Conduct initial research with the analytics team and with external users
  • Work collaboratively with creative to come up with a UI
  • Build a prototype from Sketch files in Axure to show how the journey would work – Usually very interactive so that it mirrors the final product as closely as possible
  • Write a test plan and conduct user testing – This could be lab based with me observing or moderating but recently I’ve started using What Users Do to conduct really quick user testing exercises with 5 or 6 participants where I would iterate quickly to come to something I feel is ready for production.  The last one I did involved making some changes to a prototype and testing it, all within about 36 hours.  To date, I’ve written test plans for around 40 user testing sessions covering over 200 participants.  They vary from testing very small tasks up to more complex journeys where the session can last up to an hour.
  • Work with product managers and developers to deliver the final product with best UX practice in mind

Digital Strategy Director – Ogilvy Healthworld
(January 2017 – November 2017)

Ogilvy Healthworld is part of the WPP Health and Wellness network, specialising in health behaviour change for HCPs and patients/consumers for clients across the world.  Clients I worked with personally included Roche, Pfizer, Janssen, Boehringer Ingelheim, GSK, Lilly and AstraZeneca.

Ogilvy has a tried and tested philosophy for customer engagement which is strong on UX so I promoted the use of this across any projects that I was involved with.

I managed a team of digital strategists covering:

  • User Experience
  • Engagement strategy
  • Content planning
  • Social strategy
  • Marketing automation
  • Insight and Research
  • Learning for Health

I spent around 75% of my time in a hands-on capacity which involved any of the areas in this list but I mainly specialised in UX in terms of the deliverables I personally created.  I delivered everything from moderating/observing lab-based usability testing sessions all over Europe through to creating highly functional prototypes and working with creative and development teams to see products through to launch and beyond.

The other 25% of my time was spent managing my team, acting in a consultative role and developing more robust processes to ensure that User Experience was central to projects from the outset and continued to be part of the strategic roadmap after the projects were completed.

I’m a confident communicator, able to influence stakeholders at all levels and comfortable telling stories to illustrate technical concepts to non-technical people.

The range of projects that I worked  on was huge.  From apps, training platforms and e-commerce websites to planning interactive digital experiences for visitors to congress events.

My biggest achievement here was as part of a team where we won a global award for an HCP education programme which carried a prize of $10,000.  I was also involved in the UX and digital strategy for what will be one of the highest profile changes in terms of a prescription medication shifting to over-the-counter and e-commerce supply.

Head of User Experience – OgilvyOne Business
(June 2014 – December 2016)

OgilvyOne Business is one of the largest digital B2B marketing agencies in the UK with a fantastic portfolio of instantly recognisable clients including MasterCard, Vodafone, Nokia, Inmarsat, BT, UPS and many others.  My role was managing a multi-disciplinary team in an agile environment to ensure that the assets we delivered to clients were of the highest standard.  Projects ranged from campaign builds such as microsites up to cross platform solutions to support omni and multi-channel experiences.

Achievements and responsibilities:

  • Day to day running of the UX team including daily stand-ups with the design team, working alongside developers and ensuring that all projects adhere to best practice principles in terms of UX/CX
  • Creating UX deliverables such as personas, user journeys, simple wireframes and interactive prototypes, and providing supporting documentation to communicate the rationale for any recommendations along with the risks of not following best practice
  • Content strategies, planning and messaging
  • Requirements gathering – business and user
  • Supporting/leading pitches and customer workshops
  • User testing specifications and discussion guides
  • Won 4 awards for the work I did or the contribution I made to projects for various clients
  • Heading the strategic services team:
    • Search Engine Marketing
    • Email Marketing and Social Listening
    • Marketing Automation
    • Digital Planning
    • User Experience

User Experience Lead – Gulf Talent
(June 2013 – January 2014)

Gulf Talent is one of the largest recruitment portals in the Middle East.  Their web site has around 8,000 companies and 4,000,000 candidates registered and gets 1.5 to 2 million unique visits per month.

We followed a strict agile process at Gulf Talent running 2 week sprints.  I joined when a new office was opened in London and was involved in setting up the initial timing of the sprints from planning and estimation through to UAT and launch.

Achievements and responsibilities:

  • Responsible for all UX assets to redesign and rebuild gulftalent.com
  • Split time between London and Dubai
  • Managing Business Analysts based in Dubai working on business and user requirements
  • Facilitating focus group and user workshops
  • Managing the relationship with external suppliers
  • User testing
  • User research – over the phone and getting out on the streets in Dubai with the business analysts to interview random members of the public on brand awareness and use cases of gulftalent.com

Director – Insight Creative
(April 2000 – June 2013)

Insight Creative was a web design and development agency that I started in 2000 and built organically over 8 years.  At this time, I brought in an investor with a sales operation and we put together a telesales team to generate leads for a field sales person to close.

Achievements and responsibilities:

  • Built the business from nothing to a team of 12+ staff
  • Attracted outside investment and a business partner to help with sales and growth in 2008
  • Responsible for managing a team of 4 designers and 6 developers
  • Sales support
  • Hands on development work


HND Computer Science and Electronics

GCSEs, grade A-C: Maths, English, Biology, Physics, Chemistry and Geography