Personal Details

Andy Jacobs
07727 097555

Personal Statement

I am an experienced lead UX lead and practitioner, 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 8 years in senior UX positions and am comfortable leading multi-disciplinary teams, and in a hands-on capacity creating UX deliverables.  I’m a confident communicator, happy presenting to stakeholders right the way up to the top of any organisation.

Key Skills

  • Leadership and mentoring
  • End to end UX research – Discovery through to launch and beyond
  • Planning and analysing quantitative studies to find out what the problems are
  • Iterative user research and testing to determine why the problems are happening
  • Agile project management methodology
  • UX strategy and process development – I have had to build this almost from the ground up at the National Trust
  • Axure RP – building highly interactive prototypes to look at how we can solve our problems
  • A small amount of HTML, CSS and Javascript

Employment History

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

I’m currently leading the UX/UI work for a £4m+ project to rebuild the Trust’s website and replace the content management system.  As a contractor in this role, I don’t line manage anyone in an official capacity but I do act as a lead in project teams where there are often other UXers, UI designers and developers.  My goal, whether working on a product or a project is to make sure we deliver something that users desire and can actually use in a timescale that suits the scope of the project.

The project I’m currently focused on has involved facilitating workshops with CMS users, conducting interviews with around 100 stakeholders and engaging with members of the public in around 40 user research studies involving hundreds of participants.  These have been a mix of quantitative surveys, card sorts, tree tests, and unmoderated qualitative and moderated qualitative studies.

When I started with the National Trust I think it’s fair to say that users were low on the list of priorities.  What the Trust wanted to say was much more important than what users wanted to hear.  We used to be campaign lead and develop products without understanding if there was an appetite for them.  UX was seen as the “silver bullet” to make users love what we’d built.  I am changing that, albeit quite slowly.

I’m comfortable talking to people at all levels and comfortable telling stories to illustrate technical concepts to non-technical people.  The testing I do involves a lot of 1 to 1 sessions with people from 18 to 75 from every imaginable walk of life.  This means I have to switch into their mode very quickly to ensure that we make the most of the time we have talking to them.

My daily hands-on work involves collaborating with internal and external designers and developers.  I like to lead by doing.  So I’m as comfortable building a prototype in Axure and running moderated or unmoderated tests as I am running a workshop for stakeholders or other UXers.

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


75% 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 was also part of the pitch process when we would present to large pharmaceutical companies all over Europe.

The other 25% of my time was in a hands-on capacity which involved any of the areas in this list.  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 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



  • HND Computer Science and Electronics
  • GCSEs, grade A-C: Maths, English, Biology, Physics, Chemistry and Geography


Outside work

I have a 3 daughters and 2 step-sons so family plays a big part in life outside work.  When I do get the odd minute to myself, I can be found in any one of the following positions:

  • Soldering iron in one hand and a Raspberry Pi or similar in the other or learning Python to build that “thing” I’ve been talking about that will take the world by storm
  • Tinkering with one of the 100 or so smart home devices I have when they’re not being very smart
  • Under my modified MG TF with my legs poking out, mostly shouting at another rusted on bolt to swap something to get another 0.25bhp out of an 18 year old engine.
  • Under my step-son’s 1979 Mini, usually bleeding, mostly swearing, because that last thing we need to replace to get it running actually isn’t the last thing.
  • Pretending that I’m cool with the fact that my 14 year old daughter has just pierced her own nose.
  • Making horrible noises on one of my guitars until my fingers bleed and I decide that playing the guitar isn’t for me… until tomorrow