A ski loving, brightonian travel enthusiast who discovered his passion for the design industry by designing his own skateboards. Today, I live for empowering product design teams to create products with lasting & meaningful value.

email: ed@edvinicombe.com

twitter: @edvinicombe

linkedin: @edvinicombe

Medium: @edvinicombe

ADP List: @edvinicombe

Recent work

2021 · BT

Delivering value to our customers more efficiently at BT

Leveraging a six-week pilot to improve the way we conduct research, vary our choice of MVPs & deliver value to customers more efficiently.

2021 · BT

Redesigning an organisation to become more user-centric at BT

Redesigning an organisational structure to meet the ever growing demands of our customers across both BT and EE.

2020 · Virgin Atlantic

Systemising design at Virgin Atlantic

Creating and governing a digital design system that will guarantee a world-class user experience across Virgin Atlantic's entire digital estate.

2019 · Virgin Atlantic

Inspiring more customers to offset their carbon at Virgin Atlantic

Collaboratively designing solutions that will help encourage more Virgin Atlantic passengers to offset their carbon.

2018 · A multinational investment bank (with Clearleft)

Centralising third party banking service data at a multinational investment bank

Building a centrally managed platform that provides transparency on all GMI (Global Market Infrastructure) activity and banking service relationships in foreign markets.

2018 · British Gas (with Clearleft)

Re-imagining a digital loyalty experience at British Gas

Leading a digital product team at British Gas to craft a new and exciting experience for their loyalty program to generate greater engagement.


2022 - Present

Founder & Designer at Real

Building a design agency that aims to help companies craft meaningful brand identities and digital experiences.

2021 - Present

Head of Design at BT

Since being promoted to Head of Design I have built and led a number of design teams across various tribes (each team a combination of both Product and Content Designers) ranging from 4 people to 30 across both BT Consumer (B2C) and, most recently, BT Enterprise (B2B).

I try and lead my teams with context, empathy, clean language and radical candour to build an environment that is fun, ambitious and psychologically safe for my team to express themselves creatively and try new ideas that help us achieve our organisational and customer goals.

During my time as Head of Design, I have also been selected for BT's high-performer (HIPO) talent program which helps accelerate career growth into Director level roles through key skill development workshops and training, exec level mentorship and access to bespoke networking events.

2020 - 2021

Senior Product Design Manager at BT

Led a team of 12 product designers to create exceptional digital experiences for our customers meeting their needs through human-centred product design, content design, user research & strategy in a fast-paced, complex, agile environment.

I led complete re-designs of our flagship alliances to become more user-centred whilst managing budgets of £20m+, empowering squads to re-invent our checkout experience that delivered an increase of 167% conversion (WoW) and coached countless different teams and departments in design thinking methodologies.

All, whilst working remotely!

2016 - Present

Founder at uxclub.com

Helping beginners in the design industry learn about the practice of user experience design with an easy to follow, downloadable video training course.

2018 - 2020

Digital Product Design Manager at Virgin Atlantic

Built and led a small team of 4 product designers to craft meaningful digital experiences throughout the Virgin Atlantic digital estate (including web, app, on-board experiences and more).

I led and managed several digital projects that have contributed to a 15.3% (yoy) growth in overall revenue, 2.5% (yoy) growth in average revenue per passenger & 7.4% (yoy) growth in online sales (2018-2019).

2017 - 2018

Senior Product Designer at Clearleft

Collaborated with companies such as JPMorgan Chase, British Gas, and Nordea Bank to help them realise their digital potential and deliver valuable digital products.

2015 - 2017

Senior User Experience Designer at Pure360

Delivered numerous features & improvements to the Pure360 email marketing application as well as embedding a design system that dramatically cut production costs and increased team efficiency.

2014 - 2015

User Experience Designer at DigitasLBi

Contributed to multiple client projects including Renault, Nissan, Cathay Pacific and Mastercard.

2010 - 2014

Product Designer at Retailmenot inc. (VoucherCodes.co.uk)

I worked across the entire spectrum of design for VoucherCodes.co.uk including the design of the website’s first responsive template, features for both iOS & Android Apps and introduced user testing into the design cycle.

2008 - 2010

Web Designer at Freshegg

Fresh Egg was my first industry job as a graduate. This role encompassed both design and front end development whilst adhering to strict deadlines. It was a great atmosphere to work in and a great platform for me to progress on into my career.

In the community