Design Systems – emgrafica

Interactive Product Design

I acted as Senior UX Architect for the product and led a team of workplace domain User Researchers, Knowledge Managers and Article Authors, ITSM Service Designers, ServiceNow Engineers, UI Designers, and Front-End Engineers. The pace of design and development was the most extreme I had established to date within the product design and development lifecycle. With absolute backing and trust from DXC leadership, I was highly effective as a cross-functional leader, translating concepts into designs and designs into development across the intensive product lifecycle.

Experience Strategy Template Library

I served as senior UX architect for workplace mobility in enterprise, collaborating with global technologists, architects and developers within the HPE and Microsoft partnership programme “Cloud, Productivity & Mobility”. I established and operationally managed a distributed UX department supporting the app factory model, spanning offshore teams across Northern Africa, India and South Asia. I evangelised user-centred design across governance, architecture and business teams and created a library of UX materials and templates to enable use-case-centred design practices.

DEXOps

Over the past 12 months, market interest in DXC XM services has doubled. In response, DXC developed a DEXOps-integrated experience architecture to harvest, analyse and consolidate experience and consumption data across the service landscape. The model now supports sales cycles, XMO technology solutions and field operations.
As of April 2026, 87% of DXC Intelligent Workplace customers have active XLAs. Experience data is captured through monitored feedback loops including comments, post-call surveys, voice analytics, sentiment analysis and CSAT campaigns, with governance and performance controls where required.

Systems Thinking

XMO Models

I directly led or supported XMO and XLA customer programmes from pursuit through execution, including Uniper, Philips, Vale, the UK Department of Health and Social Care, Kaiser Permanente, Intermountain Health, Nestlé and the European Central Bank. These programmes demonstrated how DXC could operationalise XM at scale, apply experience analytics to real-world workplace environments, and create referenceable customer outcomes linked to service quality, employee sentiment and workforce productivity.
My XM leadership was instrumental in helping DXC win, expand and reference major customer engagements. I supported the activation of the Unified Experience Service in UK Government, including the Department of Health and Social Care, which became a new reference account and was nominated for a UK public sector innovation award. I contributed to Vale Mining’s award-winning XLA strategy in Brazil, supported the deployment of XLA services at the European Central Bank, completed a 12-month engagement to establish an XLA framework at Intermountain Health, and helped incorporate the XLA solution into the Nestlé workplace deal as part of a broader global customer engagement.
I also supported strategic pursuits and developing opportunities across accounts including the US Army, ADNOC, ExxonMobil, If Insurance, Urenco, Mondelez and Procter & Gamble. In these engagements, I helped translate XM, XLA and XMO concepts into customer-specific value propositions, aligning DXC’s workplace services with the business priorities of executive stakeholders and the operational realities of large, distributed workforces.
My work contributed to measurable maturation of DXC’s experience management capability. By April 2026, 87% of DXC Intelligent Workplace customers had active XLAs under DXC’s expanded definition of workforce experience data collection, monitoring and governance. Across the wider account base, DXC reported 214 accounts with XLAs, 70 accounts using sentiment analytics, 114 global parent companies using CSAT, 1,435 support experience segments, 29 global parent companies using post-call survey data, and 271 global child companies with post-call survey data. These figures reflected the increasing industrialisation of XM as a standard component of DXC’s workplace operating model.

User Experience Practice

I have established and led experience strategy and product design teams across global organisations. A characteristic of all the teams I’ve led is the shared objective of reducing the complexity and effort of achievement for end users of systems and products. The fundamental practices involved have hardly changed across decades, or even centuries. The practice spans a universal interest in the needs of human societies and the interaction of groupings and individuals with the worlds they find themselves in.

The practices are concerned with three areas: Discovery, Insight and Action.

1. Discovery and understanding of sequential interconnected, systemic or ecosystemic events and the laws of cause and effect. A fascination with the contradiction or paradox in human experience, or the seemingly random, consciously registered timelines and journeys that provide resolution or achievement in overcoming a worthy challenge.

2. Exploratory insights into narrative complexity that can be attained through empathetic enquiry and analysis. Then communicated through a framework of storytelling to give definition to components and contexts, characters and catalysts. Empathy is imbued into systems and value is formed, by addressing the needs and goals of a people and defined within the eternal format of the story.

3. The ability to formalise practices to support the translation of ideas and needs into interactive features and services. Constant iteration and solution refinements to multiply the value provided to service customers and product consumers. A repeatable and scaleable framework for conducting the necessary actions to make the value tangible in product.

Elements of Workplace Experience

The workplaces of contemporary globalised economies share values and cultural norms with the societies they source their workforce from. Understanding how the microcosm of the workplace is represented, within the mental model of the citizens of those societies, influences the balance between positive or negative outcomes a service can have for end users.

The definition of one, or multiple, mental models within a workforce, acts as a fundamental driver for beneficial experiences. This practice influences adoption rates and learning curves, by constructing a reflection of how elements such as roles, technology, business assets and information relate to each other. A mental model provides a powerful resource which can be used as a reference structure in the shared mind of the workforce.

Systems Thinking

Workplace Experience

I have led the Modern Workplace organisation in the transformation our portfolio from a set of technologies and platforms to a set of interconnected experiences.

Systems Thinking

Sequential Experiences

Fundamental to creating meaningful experiences is the study and utilisation of a sequential set of moments which form a narrative journey. Understanding the timeline based view of experience, provides an understanding of the personal goals, shared objectives and wishes held by individuals which make up communities in society or the workplace.

The control of an interactive narrative allows for designers to strategically create the conditions within systems, which can support the achievement of goals by supporting the pathways required to complete the necessary steps.

Systems Thinking