https://tomlancaster.me Tom Lancaster Sat, 04 Jul 2026 11:02:35 +0000 https://tomlancaster.me en https://tomlancaster.me/Homepage Wed, 10 Sep 2025 11:04:12 +0000 Tom Lancaster https://tomlancaster.me/Homepage https://tomlancaster.me/Project-Nav Wed, 10 Sep 2025 11:04:13 +0000 Tom Lancaster https://tomlancaster.me/Project-Nav Home ︎&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Next Project ︎ https://tomlancaster.me/About-me-1 Wed, 10 Sep 2025 11:04:13 +0000 Tom Lancaster https://tomlancaster.me/About-me-1 About me A creative director and design leader living in Mortlake, London. I enjoy working on:Customer experience Brand identity Brand and content strategyGraphic design and typograpy IllustrationCreative contentVisual cultureJoin me on ︎ Instagram ︎ LinkedIn︎ Bluesky ︎ Strava Over the past 20 years I've worked on the customer experience for a selection of international and UK based consumer brands. &nbsp;Educated at Goldsmith's, I take a conceptual user centred approach to design, and work on creative direction, tone of voice, customer experience and brand expression. I enjoy creative direction and leading teams of designers and writers, with experience doing so at seven organisations. At Wunderman Thompson my team numbered over 30 and was based across Europe, and at WPP Open this is now over 50.&nbsp; In 2021 I established my own design practice,&nbsp;Graphic Arts &amp; Type, where I work on a selection of creative and cultural projects with smaller businesses and start ups. I’m also a qualified Personal Trainer and instruct classes (my favourites being circuits) on Fridays. Alongside that I run my own swimming brand too -&nbsp;Août Swim.&nbsp; If you’d like to get in touch please email me. <img width="1500" height="2000" width_o="1500" height_o="2000" data-src="https://freight.cargo.site/t/original/i/1fc6a3d4fcdf01122a81a2de54378ad456abd5350b1f286a5f3887df9d3c14b7/Tom_Lancaster_0926_Col.jpg" data-mid="251842592" border="0" src="https://freight.cargo.site/w/1000/i/1fc6a3d4fcdf01122a81a2de54378ad456abd5350b1f286a5f3887df9d3c14b7/Tom_Lancaster_0926_Col.jpg" /> Brands I’ve worked on British AirwaysCoca-Cola Department for EducationEssity FordGreene King Orange Mayor of LondonMontblanc Sainsbury'sThe Army The Dalmore TopmanVivobarefoot World Duty Free WPP An introduction to me <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/5943c98a5e6a11836832673d0931c58f799e0395b6a7e4d3cd75bf87a0329288/Introducing_Tom-1.jpg" data-mid="238151630" border="0" src="https://freight.cargo.site/w/1000/i/5943c98a5e6a11836832673d0931c58f799e0395b6a7e4d3cd75bf87a0329288/Introducing_Tom-1.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/876831da60eb0522b13876d4616cbf98b0b6214923a3658d3b5deedd739785d5/Introducing_Tom-2.jpg" data-mid="238151631" border="0" src="https://freight.cargo.site/w/1000/i/876831da60eb0522b13876d4616cbf98b0b6214923a3658d3b5deedd739785d5/Introducing_Tom-2.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/d6fc2bbef3f3825a7ad1dbccfdc5aa484ea08b2efb000ffa30429332afcd1ca0/Introducing_Tom-3.jpg" data-mid="238151632" border="0" src="https://freight.cargo.site/w/1000/i/d6fc2bbef3f3825a7ad1dbccfdc5aa484ea08b2efb000ffa30429332afcd1ca0/Introducing_Tom-3.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/4f6f2a44c6f23cd5b8aa2d2c6cc186f0034de4d89352b148efe29a3c83046867/Introducing_Tom-4.jpg" data-mid="238151633" border="0" src="https://freight.cargo.site/w/1000/i/4f6f2a44c6f23cd5b8aa2d2c6cc186f0034de4d89352b148efe29a3c83046867/Introducing_Tom-4.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/8c5c905bc41d3ebd96ea5306feda6aafd965798073811204e649e8aab9ea6ff9/Introducing_Tom-5.jpg" data-mid="238151634" border="0" src="https://freight.cargo.site/w/1000/i/8c5c905bc41d3ebd96ea5306feda6aafd965798073811204e649e8aab9ea6ff9/Introducing_Tom-5.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/e10cbbea2f7bcb26c4c47181f604da77310004bb3ef904da379d379656d12dc4/Introducing_Tom-6.jpg" data-mid="238151635" border="0" src="https://freight.cargo.site/w/1000/i/e10cbbea2f7bcb26c4c47181f604da77310004bb3ef904da379d379656d12dc4/Introducing_Tom-6.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/45deab533f87e32f4ffafba7e005946ddc716a80925494634b7e417190a1c7c3/Introducing_Tom-7.jpg" data-mid="238151636" border="0" src="https://freight.cargo.site/w/1000/i/45deab533f87e32f4ffafba7e005946ddc716a80925494634b7e417190a1c7c3/Introducing_Tom-7.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/c6fceeb3389830ede0e1d59302dc39fa604f3ded3990c19da029989d2322b224/Introducing_Tom-8.jpg" data-mid="238151637" border="0" src="https://freight.cargo.site/w/1000/i/c6fceeb3389830ede0e1d59302dc39fa604f3ded3990c19da029989d2322b224/Introducing_Tom-8.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/a4275e3f6168c76c14cbb9033fda8c8a77675de2fd368fbcaf047ed020fcf0ec/Introducing_Tom-9.jpg" data-mid="238151638" border="0" src="https://freight.cargo.site/w/1000/i/a4275e3f6168c76c14cbb9033fda8c8a77675de2fd368fbcaf047ed020fcf0ec/Introducing_Tom-9.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/e31f0cb6420ab7b86c2ca85900035e8a1e2a62b476bfd8c9a65a205c9e42623e/Introducing_Tom-10.jpg" data-mid="238151639" border="0" src="https://freight.cargo.site/w/1000/i/e31f0cb6420ab7b86c2ca85900035e8a1e2a62b476bfd8c9a65a205c9e42623e/Introducing_Tom-10.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/6714204fd6ae80200877991cd384303ed282e30168a695728978ded31ee1f8d1/Introducing_Tom-11.jpg" data-mid="238151640" border="0" src="https://freight.cargo.site/w/1000/i/6714204fd6ae80200877991cd384303ed282e30168a695728978ded31ee1f8d1/Introducing_Tom-11.jpg" /> <img width="1200" height="1703" width_o="1200" height_o="1703" data-src="https://freight.cargo.site/t/original/i/2fc37a45ff5c4ddb9d344a5558537939fe823cc2c21caeef550c8d6794476ac8/Introducing_Tom-12.jpg" data-mid="238151641" border="0" src="https://freight.cargo.site/w/1000/i/2fc37a45ff5c4ddb9d344a5558537939fe823cc2c21caeef550c8d6794476ac8/Introducing_Tom-12.jpg" /> A brief work history Sept 2025 onwards: Head of Product Design, WPP Open May 2021 onwards: Founder, Graphic Arts &amp; Type May 2024 - Apr 2025: Experience Director, SQLI Jul 2021 - Mar 2024: Head of UI &amp; Content, Wunderman Thompson Sept 2020 - Jun 2021: Deputy Director, CX &amp; Design, Department for Education Apr 2019 - Aug 2020: Senior Design Manager, British Airways Nov 2016 - April 2019: Design Director, Sainsburys Mar 2014 - Oct 2016: Senior Digital Creative Manager, Topman Feb 2011 - Mar 2014: Head of Design, Greater London AuthorityJune 2007 - Feb 2011: Design Manager, Orange May 2006 - June 2007: Graphic Designer, Clear Channel 7 creative Cs&nbsp; My thoughts on the practices that are part of being creative <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/4c520443c018195defcca46ee2f046e07e8aa8915b3fe218fac37efb8e2cfdd4/Creative_Cs_1_45.jpg" data-mid="238151660" border="0" src="https://freight.cargo.site/w/1000/i/4c520443c018195defcca46ee2f046e07e8aa8915b3fe218fac37efb8e2cfdd4/Creative_Cs_1_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/7bdb2d3ae8d6dd4e2f07d6508cb53d277ea3a9eac5df292a6d6f3c4b51d9f13d/Creative_Cs_2_45.jpg" data-mid="238151661" border="0" src="https://freight.cargo.site/w/1000/i/7bdb2d3ae8d6dd4e2f07d6508cb53d277ea3a9eac5df292a6d6f3c4b51d9f13d/Creative_Cs_2_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/f0bda9c8419384bfefdd39482c6cb295d97e61f8ad2eeb9766cc1f8896a8c27f/Creative_Cs_3_45.jpg" data-mid="238151662" border="0" src="https://freight.cargo.site/w/1000/i/f0bda9c8419384bfefdd39482c6cb295d97e61f8ad2eeb9766cc1f8896a8c27f/Creative_Cs_3_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/665fa79d57d9bdef60e33f18dfd598a8e5ecd87e11c32a1988ebcd31a3ca693e/Creative_Cs_4_45.jpg" data-mid="238151663" border="0" src="https://freight.cargo.site/w/1000/i/665fa79d57d9bdef60e33f18dfd598a8e5ecd87e11c32a1988ebcd31a3ca693e/Creative_Cs_4_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/9225e634353fdec2954af78c2e38701b589348fa99183bc0dc59a2e9fbadafbb/Creative_Cs_5_45.jpg" data-mid="238151664" border="0" src="https://freight.cargo.site/w/1000/i/9225e634353fdec2954af78c2e38701b589348fa99183bc0dc59a2e9fbadafbb/Creative_Cs_5_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/341805c889f807ad9b92e4d295c7f52e112db1767bff4bc3fb7ffa552f4087a1/Creative_Cs_6_45.jpg" data-mid="238151665" border="0" src="https://freight.cargo.site/w/1000/i/341805c889f807ad9b92e4d295c7f52e112db1767bff4bc3fb7ffa552f4087a1/Creative_Cs_6_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/183d976380f4fc00de108073ac952db482effe5646612ead55134abadcfefb79/Creative_Cs_7_45.jpg" data-mid="238151666" border="0" src="https://freight.cargo.site/w/1000/i/183d976380f4fc00de108073ac952db482effe5646612ead55134abadcfefb79/Creative_Cs_7_45.jpg" /> <img width="1200" height="1500" width_o="1200" height_o="1500" data-src="https://freight.cargo.site/t/original/i/ceb9ae604f3a9c71f3873d942d7e2d5b30dc8ff90f2d8b508425234de729ed88/Creative_Cs_8_45.jpg" data-mid="238151667" border="0" src="https://freight.cargo.site/w/1000/i/ceb9ae604f3a9c71f3873d942d7e2d5b30dc8ff90f2d8b508425234de729ed88/Creative_Cs_8_45.jpg" /> https://tomlancaster.me/WPP-Open Sat, 04 Jul 2026 11:02:35 +0000 Tom Lancaster https://tomlancaster.me/WPP-Open WPP Open September 2025 onwards At WPP I work as Head of Product Design leading a team of over 40 designers across London, Lisbon, Gurugram and Hyderabad to create one software experience for our colleagues and clients. WPP Open is an agentic marketing platform powered by AI and automation to accelerate work and democratise quality outputs and artefacts with a focus on keeping the human at the helm.&nbsp; Homescreen <img width="2978" height="1921" width_o="2978" height_o="1921" data-src="https://freight.cargo.site/t/original/i/fa401137369573d70608d36467ae911d905729e464659c5a37bf236a23238afb/WPP_Open_Homescreen_June_2026.png" data-mid="250073470" border="0" src="https://freight.cargo.site/w/1000/i/fa401137369573d70608d36467ae911d905729e464659c5a37bf236a23238afb/WPP_Open_Homescreen_June_2026.png" /> In Spring 2026 we carried out extensive qualitative and quantitative research with users, overlaid with analytics data, as part of a solution design spike. We then designed our target state homescreen for the software and in Summer 2026 rolled out to all core users across WPP, WPP Media, WPP Production and WPP Creative (Landor, VML, Ogilvy, AKQA, Burson). Later this year we will update the cards to become a personalised rail. We had found that - users often didn't recognise the previous input as a prompt box as it looked like search- they didn't always know they could use Claude as a preferred LLM- they wanted to continue working, but couldn't quickly find where to - they didn't know all the tasks that Open can help them with- they like the homescreen more when it feels tailored to their jobSo, in response to this we updated our homescreen to feature- a more familiar as prompt input- LLM selection on the homescreeen- a 'Continue Working' section via recent chats and canvases- capability for users to launch a prompt into either chat or canvas- suggested prompts to show the breadth of marketing tasks WPP Open can help with Workflows in Chat and Canvas <img width="2862" height="1686" width_o="2862" height_o="1686" data-src="https://freight.cargo.site/t/original/i/470c3be816e1661571698082baad36f4df230655d258d871600ad2fca0fd8b7c/WPP_Open_Canvas.jpg" data-mid="250794224" border="0" src="https://freight.cargo.site/w/1000/i/470c3be816e1661571698082baad36f4df230655d258d871600ad2fca0fd8b7c/WPP_Open_Canvas.jpg" /><img width="2854" height="1682" width_o="2854" height_o="1682" data-src="https://freight.cargo.site/t/original/i/2d32b01407b5d641f676cc758e5fb982bf65e3caa65a6ca1836aaaeb581c8d54/WPP_Open_Canvas_analysis.jpg" data-mid="250794223" border="0" src="https://freight.cargo.site/w/1000/i/2d32b01407b5d641f676cc758e5fb982bf65e3caa65a6ca1836aaaeb581c8d54/WPP_Open_Canvas_analysis.jpg" /> In Winter 2025 we created an end to end vision for WPP Open with the software’s leadership. This focused on strategically collapsing legacy apps built for specific disciplines and bringing all users to Open Interface - enabling multi-disciplinary workflows that can be seen in Chat and in Canvas.To get to such a simple experience involves many great designers working collaboratively, without ego, to define patterns and interactions that cover the whole marketing process. We’re lucky to have the team that Noemi Mas and I have assembled. And yes - these are real screen shots. <img width="2902" height="1652" width_o="2902" height_o="1652" data-src="https://freight.cargo.site/t/original/i/c9cc20499d3e06fe3dfd22a8b63c19516f9692d5ff488a12111f0c47c04d6589/WPP_Open_Chat_Watches.jpg" data-mid="250794226" border="0" src="https://freight.cargo.site/w/1000/i/c9cc20499d3e06fe3dfd22a8b63c19516f9692d5ff488a12111f0c47c04d6589/WPP_Open_Chat_Watches.jpg" /> <img width="2898" height="1650" width_o="2898" height_o="1650" data-src="https://freight.cargo.site/t/original/i/5775702135d4835d2cc1cc43a18b4e5a5665d54081b30fd520d431132db1c6b5/WPP_Open_Chat_SWOT.jpg" data-mid="250794225" border="0" src="https://freight.cargo.site/w/1000/i/5775702135d4835d2cc1cc43a18b4e5a5665d54081b30fd520d431132db1c6b5/WPP_Open_Chat_SWOT.jpg" /> Credits All work created with the following designers and researchers: Noemi Mas, Shannon Lake, Adrian Van Cooten, Micaela Naicker, Cecilia Sam, Madalena Leao, Ugnius Kacenauskas, Isaac Forman, Lauren Roberts, Leah Grant. https://tomlancaster.me/Wunderman-Thompson-VML Wed, 15 Nov 2023 20:17:47 +0000 Tom Lancaster https://tomlancaster.me/Wunderman-Thompson-VML Wunderman Thompson (now VML) July 2021 to March 2024 At Wunderman Thompson (now VML) I was Head of UI Design and Content from July 2021 to March 2024. I led a team of thirty designers and writers to create UI design, content, brand identity and tone of voice for leading consumer brand customer experiences.&nbsp; In this role I pitched regularly and won several large accounts to build a reliable pipeline of work. Strategically I defined and led a design system first approach to help scale the UI offer and achieve product based excellent outcomes in an efficient, timely and profitable way. I brought together colleagues from different operating companies in WT to create a European team with a shared culture across London, Porto, Lisbon, Budapest and Katowice, regularly hiring new talent. I broadened the existing design offer to include brand strategy, brand evolution, content strategy and creation, and offered design counsel to clients at c-suite level. Clients <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/667c0518eb727f8d95c2f1ada2fd70f9dd90b5a2a65217d99cc504b5515bfca5/WT_TL_Logo_board.jpg" data-mid="238028433" border="0" src="https://freight.cargo.site/w/1000/i/667c0518eb727f8d95c2f1ada2fd70f9dd90b5a2a65217d99cc504b5515bfca5/WT_TL_Logo_board.jpg" />Notable clients I worked with included The Coca-Cola Company, Ford of Europe, Montblanc, Harrods, Greene King, Avolta (World Duty Free), Essity (Tork, Bodyform), The Dalmore, Stannah, Beauty Bay, Staysure and many more. Montblanc E-commerce experience The Coca-Cola Company tokenised Design System <img width="1100" height="1100" width_o="1100" height_o="1100" data-src="https://freight.cargo.site/t/original/i/400d9e01771296cac5994d8a572452514712fb08c647707db271600084790f20/Coke_UI.gif" data-mid="238028434" border="0" src="https://freight.cargo.site/w/1000/i/400d9e01771296cac5994d8a572452514712fb08c647707db271600084790f20/Coke_UI.gif" /> Ford navigation concept Harrods iOS app <img width="1080" height="2408" width_o="1080" height_o="2408" data-src="https://freight.cargo.site/t/original/i/88e2c9099f8654b2ba9a0e0dfdf13aea81a021ce6fe692648a8638ff9486be9b/Harrods_home.png" data-mid="238028439" border="0" data-scale="46" src="https://freight.cargo.site/w/1000/i/88e2c9099f8654b2ba9a0e0dfdf13aea81a021ce6fe692648a8638ff9486be9b/Harrods_home.png" /> <img width="1080" height="2408" width_o="1080" height_o="2408" data-src="https://freight.cargo.site/t/original/i/59fa5efc8869543265eb40beb569ba3042a3d24bc9b7dd55f990890577533492/Harrods_brand.png" data-mid="238028440" border="0" src="https://freight.cargo.site/w/1000/i/59fa5efc8869543265eb40beb569ba3042a3d24bc9b7dd55f990890577533492/Harrods_brand.png" /> <img width="1080" height="2408" width_o="1080" height_o="2408" data-src="https://freight.cargo.site/t/original/i/4f8c32372e825c5feebbe39445e8899e867660f7754b05817e4c8d1267f1919b/Harrods_PLP.png" data-mid="238028441" border="0" src="https://freight.cargo.site/w/1000/i/4f8c32372e825c5feebbe39445e8899e867660f7754b05817e4c8d1267f1919b/Harrods_PLP.png" /> <img width="1080" height="2408" width_o="1080" height_o="2408" data-src="https://freight.cargo.site/t/original/i/085d4488f854892afff4a30d1c72744a6790428a7f4809da29383c6c3e81144a/Harrods_PDP.png" data-mid="238028442" border="0" src="https://freight.cargo.site/w/1000/i/085d4488f854892afff4a30d1c72744a6790428a7f4809da29383c6c3e81144a/Harrods_PDP.png" /> <img width="1080" height="2408" width_o="1080" height_o="2408" data-src="https://freight.cargo.site/t/original/i/a246698d3351b8bdaf3d03e4a4d6e940d19ae323d892dc387cb473d4350bd391/Harrods_Rewards.png" data-mid="238028443" border="0" src="https://freight.cargo.site/w/1000/i/a246698d3351b8bdaf3d03e4a4d6e940d19ae323d892dc387cb473d4350bd391/Harrods_Rewards.png" /> Credits All work created with the following designers and writers: Alex Lo, Amy Lewis, Anna Remzsö, Balázs Bicskei, Becky Wells, Blair Jarvis, Borbala Tolcser, Daniel Atkinson, David Chan, Delaney Holgate, Emil Tansinda, Gabor Boszormenyi, Gábor Veres, Guilherme Fidélio, Irina Ursache, Jose Soria Kamil Wencel, Kate Wharton, Katherin Hernandez Obando, Klaudia Labieniec, Louise Silvio, Marie Ansart, Márton Nagy, Michał Smolarek, Michael Knight, Ollie Weeks, Paul Rudd, Rafael Kent, Tom Goddard, Tom Goodwyn, Vitor Almeida https://tomlancaster.me/SQLI-London Thu, 01 May 2025 10:28:56 +0000 Tom Lancaster https://tomlancaster.me/SQLI-London SQLI London Experience Design Director, March 2024 to April 2025 At SQLI I led the Experience team in the London studio from March 2024 to April 2025. During my time there I brand directed SQLI's identity refresh with fabulous SQLI design teams across Europe in Berlin, Paris, Amsterdam and London. I established a tokenised Design System product and worked with SQLI's innovation team to create React and Angular coded versions of it. Working with a small team we won client Vivobarefoot and created a digital transformation strategy and content strategy for the sustainable footwear brand. I also worked on the candidate experience for people looking to join The Army in the UK - a huge national employer. SQLI global rebrand <img width="3200" height="4000" width_o="3200" height_o="4000" data-src="https://freight.cargo.site/t/original/i/abc73796969980145dafd15a9b602b35b6adbc0a4b275afe2d356066d05dfce8/Brand-assets.png" data-mid="238028506" border="0" src="https://freight.cargo.site/w/1000/i/abc73796969980145dafd15a9b602b35b6adbc0a4b275afe2d356066d05dfce8/Brand-assets.png" /> SQLI tokenised design system product <img width="2632" height="3288" width_o="2632" height_o="3288" data-src="https://freight.cargo.site/t/original/i/b26302f430979401dea1c56df278f3f06d4b146983bf200f2fffeeb2a672473a/Design_System_midnight.jpg" data-mid="238028502" border="0" src="https://freight.cargo.site/w/1000/i/b26302f430979401dea1c56df278f3f06d4b146983bf200f2fffeeb2a672473a/Design_System_midnight.jpg" /> The SQLI London Experience Team <img width="753" height="942" width_o="753" height_o="942" data-src="https://freight.cargo.site/t/original/i/90c2817bc0ce24c2f83a3e107e1314fd59a87f78f237347e958c8d86432d5adb/Team_pic_bw.jpg" data-mid="238028503" border="0" data-scale="100" src="https://freight.cargo.site/w/753/i/90c2817bc0ce24c2f83a3e107e1314fd59a87f78f237347e958c8d86432d5adb/Team_pic_bw.jpg" /> Vivobarefoot I led the creation of a digital transformation strategy and supporting content strategy for the sustainable footwear brand. <img width="1600" height="2000" width_o="1600" height_o="2000" data-src="https://freight.cargo.site/t/original/i/18ec76199982bb249f1cbf6a98fcd5f71697926e359cb4bf9c6dc1fe5213e0e4/Vivo.jpg" data-mid="238028505" border="0" src="https://freight.cargo.site/w/1000/i/18ec76199982bb249f1cbf6a98fcd5f71697926e359cb4bf9c6dc1fe5213e0e4/Vivo.jpg" /> Downtime in ParisI got to see the Olympic rings on the Eiffel Tower on one of a number of visits to Paris, where SQLI is headquartered. <img width="2448" height="3060" width_o="2448" height_o="3060" data-src="https://freight.cargo.site/t/original/i/27c922e3ea6c271043628d32de33fbd1c34cb305cf825bf30e04de472310d250/Tom_in_Paris_bw.jpg" data-mid="238028504" border="0" src="https://freight.cargo.site/w/1000/i/27c922e3ea6c271043628d32de33fbd1c34cb305cf825bf30e04de472310d250/Tom_in_Paris_bw.jpg" /> Credits Design: Danyu Long, Hannah Stothard, Paayal Mithani, Tom Shearing SQLI Brand: Claire Leblanc Mason, Andrew Joliffe, Hugo Göldner, Maciej Kodzis, Isa Soysal, Mitchell Steven Bakker, Olivier Devillers, Eline Cottyn, Danyu Long, Hannah Stothard, Tom Shearing, Marco Luiten, Seth Boateng Design system: Hannah Stothard, Tom Shearing, Ali Elouafiq Vivobarefoot: Marc Ludwig, Paayal Mithani, Danyu Long, Kate Wharton, Adam Skinner, Matt O'Daly The Army: Paayal Mithani, Danyu Long, Nick Willis. https://tomlancaster.me/British-Airways-app-experience Sat, 04 Apr 2020 09:31:09 +0000 Tom Lancaster https://tomlancaster.me/British-Airways-app-experience British Airways app experience Spring 2020 At British Airways I lead a small design team working on customer experience improvements in the app. You can see more of my work at British Airways on my blog. iOS app <img width="1200" height="2000" width_o="1200" height_o="2000" data-src="https://freight.cargo.site/t/original/i/421fd5321c5c013d279289dc4abea06c0a60877ec017967568c6ccd3ad26ff73/BA_app_2020_iPhone_home.jpg" data-mid="238028456" border="0" src="https://freight.cargo.site/w/1000/i/421fd5321c5c013d279289dc4abea06c0a60877ec017967568c6ccd3ad26ff73/BA_app_2020_iPhone_home.jpg" /> <img width="1200" height="2000" width_o="1200" height_o="2000" data-src="https://freight.cargo.site/t/original/i/49e39dea07c2616323dd934798b9545f4cbc00fedf3350c73fd2c008aa9986eb/BA_app_2020_iPhone_home_Bermuda.jpg" data-mid="238028457" border="0" src="https://freight.cargo.site/w/1000/i/49e39dea07c2616323dd934798b9545f4cbc00fedf3350c73fd2c008aa9986eb/BA_app_2020_iPhone_home_Bermuda.jpg" /> <img width="1200" height="2000" width_o="1200" height_o="2000" data-src="https://freight.cargo.site/t/original/i/6421492953dad7aac3fbb61b0b537d500da330cc53e94e680deb0f9154c0b3cd/BA_app_2020_iPhone_flights_searches.jpg" data-mid="238028458" border="0" src="https://freight.cargo.site/w/1000/i/6421492953dad7aac3fbb61b0b537d500da330cc53e94e680deb0f9154c0b3cd/BA_app_2020_iPhone_flights_searches.jpg" /> <img width="1200" height="2000" width_o="1200" height_o="2000" data-src="https://freight.cargo.site/t/original/i/e481da6352aa279941716c8a2384ec57b5f3c252745f4f781fa4f269e19329c6/BA_app_2020_iPhone_cheapest_fares.jpg" data-mid="238028459" border="0" src="https://freight.cargo.site/w/1000/i/e481da6352aa279941716c8a2384ec57b5f3c252745f4f781fa4f269e19329c6/BA_app_2020_iPhone_cheapest_fares.jpg" /> <img width="1200" height="2000" width_o="1200" height_o="2000" data-src="https://freight.cargo.site/t/original/i/84e96c3c09b31c9bb0c0e2be9bebe15cf5b050b428935a50d53e8a7879acbe96/BA_App_2020_iPhone_menu.jpg" data-mid="238028460" border="0" src="https://freight.cargo.site/w/1000/i/84e96c3c09b31c9bb0c0e2be9bebe15cf5b050b428935a50d53e8a7879acbe96/BA_App_2020_iPhone_menu.jpg" /> As the most viewed digital touchpoint when customers are flying, I was excited to launch the new iPhone home-screen using the new British Airways experience language. Previously the app often had copy sat on semi transparent panels with full bleed images behind. This layered approach worked really well on some images, but on others the information often wasn’t legible and the next best action unclear. We introduced Mylius Extra Light across the experience and used white space and midight blue to create a clearer experience for every step of a customer’s journey, from signing in, to viewing flights, checking in and boarding. Working on a homescreen that is contextual meant that there are many scenarios shown to customers – as you can see here. In each, we used the headline to talk to customers in a contextual, conversational way. This approach supported text scaling throughout and also introduced AA colour contrast accessibility. Alongside using the updated design system we also refreshed destination imagery for the top searched and flown routes Credits Design: Adam McElligott, Veronica Nobili, Luca Rosean Copy: Sam Antrobus Engineering: Filippo Minelle Product: Lucy Peyton, Sofia Calisto Miranda Design direction: Tom Lancaster Design system: DesignStudio with Nikki Barton, J-P Henry, Tom Lancaster https://tomlancaster.me/Sainsbury-s-digital-experience Sun, 14 Oct 2018 12:15:48 +0000 Tom Lancaster https://tomlancaster.me/Sainsbury-s-digital-experience Sainsbury’s digital experience Design Director November 2016 to April 2019 Design direction and leadership for digital products for e-commerce, apps and instore tills. Overview At Sainsbury’s, a large UK supermarket, I led a team of product designers embedded in multiple agile product teams leading design direction across grocery online, food to order, 1 hour app, Tu Clothing and instore experience. During my time there I grew the wider Experience Design team, interviewing and recruiting designers, appraising team members and identifying skills gaps. Within the business I advocated customer centred design, underpinned by user research, multi-variant testing, surveys and analytics. I directed the evolution of Sainsbury’s design system and increased adoption, targeting 80% usage. I collaborated with Sainsbury’s brand team and Siegel &amp; Gale on Sainsbury’s 2017 brand refresh and on Tu Clothing brand evolution. Strategically I supported senior management with proposition development to create a consistent and integrated customer experience across all Sainsbury’s brands including Food, Argos, Tu, Habitat, Bank and Energy.&nbsp; For more information take a look at my blog.Digital customer touchpoints <img width="1700" height="1080" width_o="1700" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e946f76cf9de375a9a7e5f08e42bbda62b61060da6bca095b876afd071b8b799/Grocery_PLP_vegan.jpg" data-mid="238028495" border="0" src="https://freight.cargo.site/w/1000/i/e946f76cf9de375a9a7e5f08e42bbda62b61060da6bca095b876afd071b8b799/Grocery_PLP_vegan.jpg" /> <img width="2250" height="2250" width_o="2250" height_o="2250" data-src="https://freight.cargo.site/t/original/i/3b6eb7c96f9cdb49112bf299158a24a684f7f8d986697f5fcacf7fd3d4cca0b8/Grocery_App_search.png" data-mid="238028493" border="0" src="https://freight.cargo.site/w/1000/i/3b6eb7c96f9cdb49112bf299158a24a684f7f8d986697f5fcacf7fd3d4cca0b8/Grocery_App_search.png" /> <img width="2250" height="2250" width_o="2250" height_o="2250" data-src="https://freight.cargo.site/t/original/i/b92c5048580545fc70b1190a0ab04ff63917fa534451757e9cb21cd6ed6c26ac/Grocery_app.png" data-mid="238028494" border="0" src="https://freight.cargo.site/w/1000/i/b92c5048580545fc70b1190a0ab04ff63917fa534451757e9cb21cd6ed6c26ac/Grocery_app.png" /> <img width="1800" height="2000" width_o="1800" height_o="2000" data-src="https://freight.cargo.site/t/original/i/d915198624e0a9833c15d2808541d71fb7bd51c1e2fac8c198383b32c7b971cd/Sainsburys_Self_serve.jpg" data-mid="238028497" border="0" src="https://freight.cargo.site/w/1000/i/d915198624e0a9833c15d2808541d71fb7bd51c1e2fac8c198383b32c7b971cd/Sainsburys_Self_serve.jpg" /> <img width="3850" height="3850" width_o="3850" height_o="3850" data-src="https://freight.cargo.site/t/original/i/0edbcc0ded81d56388b15e3e8e2c1a53e6b25e446eeb6f4fb038b61e2d264d74/Sainsburys_Chop_Chop.png" data-mid="238028492" border="0" src="https://freight.cargo.site/w/1000/i/0edbcc0ded81d56388b15e3e8e2c1a53e6b25e446eeb6f4fb038b61e2d264d74/Sainsburys_Chop_Chop.png" /> <img width="2400" height="1387" width_o="2400" height_o="1387" data-src="https://freight.cargo.site/t/original/i/6fed6ff1b63c203868827feed0dd187e6ea9ccf27761c60d059dd2ccf45c3c67/Select_PDP_Christmas.jpg" data-mid="238028500" border="0" src="https://freight.cargo.site/w/1000/i/6fed6ff1b63c203868827feed0dd187e6ea9ccf27761c60d059dd2ccf45c3c67/Select_PDP_Christmas.jpg" /> Sainsbury’s design system ‘Luna’ <img width="1700" height="1080" width_o="1700" height_o="1080" data-src="https://freight.cargo.site/t/original/i/99ccead2317b2c2581ae2f6d5bad221512f1e474e10917097f606bb46cbf3295/Luna.png" data-mid="238028496" border="0" src="https://freight.cargo.site/w/1000/i/99ccead2317b2c2581ae2f6d5bad221512f1e474e10917097f606bb46cbf3295/Luna.png" /> Tu Clothing site using themed ‘Luna’ codebase <img width="1800" height="1395" width_o="1800" height_o="1395" data-src="https://freight.cargo.site/t/original/i/176c5f67196efc7be2a6e161b2ae2ff3f5ebc21da4d3c222dcf983b5a68856af/tu_clothing_blue_dress1.jpg" data-mid="238028499" border="0" src="https://freight.cargo.site/w/1000/i/176c5f67196efc7be2a6e161b2ae2ff3f5ebc21da4d3c222dcf983b5a68856af/tu_clothing_blue_dress1.jpg" /> Credits: Head of Digital Experience: Charlotte Briscall | Design Leads: Richard Lewis, Martin White, Tom Lancaster | Design System Lead: Beverley Sullivan | Design Ops Lead: Kim Marchant | Designers: Deepti Bhudia, Ben Brewer, Cris Chacon, David Chan, Simon Collingwood, Lee O’Connell, Iain Heath, Peter Holmes, Robert Higgs, Dan Marley, Jo Milne, Tom Palmer, Chris Roberts, Jas Shoker, Tom Springall, Mark Taylor, Alex Woolley-Allen | Accessibility Consultant: Katherine Moonan | Design Ops: Marie Mitchell, Monica Chauhan, Freya Finnerty https://tomlancaster.me/Department-for-Education Wed, 02 Jul 2025 11:51:02 +0000 Tom Lancaster https://tomlancaster.me/Department-for-Education Department for Education, UK Government Deputy Director Customer Experience &amp; Design, September 2020 to June 2021 I joined Education Skills and Funding Agency, part of Department for Education in September 2020 as a Senior Civil Servant on a contract for 10 months. Reporting to Charlotte Briscall, Director CX, Digital and Data I joined as Deputy Director to set up a CX and Design centre of excellence. An overview of what I worked on there follows - it’s a shortened account of a this blog. Building a centre of excellence The DfE serves three customer groups: citizens (learners and their parents/carers), providers (teachers, school business managers, heads and childminders), and employers (managers with hiring responsibility, business decision makers). Working with Paul Kelman, Head of CX and Mark Chambers, Head of Communications, we set about organising ourselves to work on the citizen and employer experience as we already did for providers. To do so we hired service designers, interaction designers and CX managers for each of the customer groups to have dedicated content, research, communications and interaction design resource. The approach The education system grows and evolves organically which can lead to the learners and parents needing to navigate a number of siloed experiences. We specified what is a proposition, service, product and channel, so that we could identify ‘horizontal’ experiences that help the customer understand and choose from different options. This showed where there were communications channels to a customer already that could be used. We introduced a funnel approach starting with reach, and moving through to engagement and participation. We then contrasted this with the service level and resource being offered within an experience. For example Where a teacher is an expert, it is important that not all experiences demand their time, so we looked at what peers or an individual could do by themselves – eg. by creating better self serve experiences. <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/e2f0c27d31534a645f533210aa33a0a6d122525dc53e7c0fcfd47a76eb265118/ESFA_DFE_engagement_model.jpg" data-mid="238028534" border="0" src="https://freight.cargo.site/w/1000/i/e2f0c27d31534a645f533210aa33a0a6d122525dc53e7c0fcfd47a76eb265118/ESFA_DFE_engagement_model.jpg" /> <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/6be2297e1fd6b320bdb7efcf9c0fe66531693d0c3646871e0bfa1ecc362ea497/ESFA_DFE_experience_offering.jpg" data-mid="238028535" border="0" src="https://freight.cargo.site/w/1000/i/6be2297e1fd6b320bdb7efcf9c0fe66531693d0c3646871e0bfa1ecc362ea497/ESFA_DFE_experience_offering.jpg" /> <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/89b0188c7479230c5c1712982b5b70f439ac5217886d6dc05877811d864bc22e/ESFA_DFE_definition_1.jpg" data-mid="238028533" border="0" src="https://freight.cargo.site/w/1000/i/89b0188c7479230c5c1712982b5b70f439ac5217886d6dc05877811d864bc22e/ESFA_DFE_definition_1.jpg" /> Rapid testing during the pandemic and the impact of research I led a CX team with another DD, Jack Collier working on reopening schools and mass testing for Covid. What stood out to me was how early research identified themes and attitudes that played out weeks later across millions of people. One of the biggest successes was to identify the low appetite for testing primary age children among parents, through research led by Magda Bober. This informed the decision not to test those under 11 twice a week, saving vast amounts of teaching time and discomfort to the youngest learners, along with a lot of single use plastic. A great example of using research to determine whether or not to set a policy. Further Education pre-discovery and scale insight We created a small multi-disciplinary team to look at the Further Education space, how well learners understand the post-16 options available to them, and how employers understand the system. The discovery helped us to frame the work to be done, and to show the opportunity for a more holistic customer experience across all further education options. We found through stakeholder research that there was an appetite for quantative research following qual research to support policy decision making. This led to bringing in UserZoom to be able to rapidly gather insight at scale. We saw this bring the voice of customers to many different strands of work at pace, for example looking at what employers look for when they’re hiring junior roles. And, the scale has gave weight to insights and hypotheses to improve the experience. Figma and rapid protoyping Working with Jas Kang, Head of Design at DfE, we introduced Figma as a design tool to ESFA which immediately created visibility of work between teams at DfE. With all colleagues in CX using Figma we also saw that colleagues that didn't come from a design background create high fidelity prototypes to illustrate their ideas using the GDS design patterns. This helped introduce pace to the process. https://tomlancaster.me/Graphic-Arts-Type Tue, 25 May 2021 10:47:38 +0000 Tom Lancaster https://tomlancaster.me/Graphic-Arts-Type Graphic Arts &amp; Type Founder &amp; Creative Director, since May 2021 Graphic Arts &amp; Type is my design practice.&nbsp;Focused on visual culture, GA&amp;T creates brand identity, graphic design, typography, motion graphics, and creative content for small cultural and lifestyle brands. Available for commission, collaboration and consultancy. You can follow Graphic Arts &amp; Type on Instagram, LinkedIn and Tik Tok. GA&amp;T logo <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/9235ebdf7e191f6779eeed30e5ea88b55e896131ef8962f1be9eb36c8a5e8bdd/GA-T_master.png" data-mid="238028462" border="0" src="https://freight.cargo.site/w/1000/i/9235ebdf7e191f6779eeed30e5ea88b55e896131ef8962f1be9eb36c8a5e8bdd/GA-T_master.png" /><img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/df284cb97a857ec0a296ba0291d44a21fb090f5d490d92f70a540f0138f53df9/GA-T_pattern_1080_1080.gif" data-mid="238028461" border="0" src="https://freight.cargo.site/w/1000/i/df284cb97a857ec0a296ba0291d44a21fb090f5d490d92f70a540f0138f53df9/GA-T_pattern_1080_1080.gif" />&nbsp;