I build design teams and lead products through big change. Eleven years leading design at Betfair, Sky Bet and Flutter.
20 years in digital product, leading teams of up to 18 through platform transformations. Now leading my teams’ move to AI-assisted ways of working.
Selected work
Three case studies and a side project
- Merging two design teams to move 9 million customers onto one platform Sky Bet · 2024–2025 · 4 min read Merged Sky Bet and Betfair designers into one team and moved 9 million customers onto a shared platform within 18 months, then restored Sky Bet’s character when customers missed it. Read case study
- Leading design through a five-year rebuild of the Betfair app Betfair · 2018–2023 · 4 min read Made the case to shareholders and executives, grew the team from 6 to 18, and tested with customers almost every week through a five-year rebuild. Read case study
- Growing a design team from 4 to 9 to support 28 squads Flutter UKI Customer · 2025–present · 4 min read Used AI to create a single source of truth for the team, gave four tribes a front door each, and built a leadership layer. Read case study
- Building a coaching tool with AI Side project · Working prototype · 5 min read A prototype I designed and built with Claude, so managers remember what matters between 1:1s and keep their promises in both directions. Read case study
How I lead
My approach is centred on people: creating the conditions for designers to do their best work, developing future leaders and connecting Design, Product, Tech and Brand around shared customer and business outcomes.
People first
Clear career paths, coaching and a safe culture for feedback, so designers grow and stay.
AI in the workflow
Leading teams to use AI where it helps: a single source of truth, connected workflows and faster ways into complex problems. I still build, too: Leadership Loop is a coaching tool I designed and built with AI.
Customer evidence
Research built in from discovery to after launch, and turned into design direction, not just reports.
Design as a partner
Product, Tech and Brand involved as peers from the start, with shared rituals and shared ownership of outcomes.
Outside work
I like building small things for the people around me. For a work World Cup challenge, I built my team of four a bet tracker: upload a screenshot from the betting app, AI reads the slip, and everyone sees the shared profit and loss. At home, my seven-year-old son and I built a Minecraft-style platform game. He did the prompting: it needed a Nether portal, then zombies, then it had to turn to night. A very clear stakeholder.
Both are web apps you install like real apps, kept on GitHub and hosted on Vercel. The bet tracker runs on Supabase, and the game has a shared leaderboard so my son and his friend can compete from their own iPads.
What people say
Read them in full on LinkedIn (opens in new tab)“One of Paul’s particular strengths is his ability to build and articulate a design strategy that connects business value to product strategy…”
“He’s excellent at building relationships with stakeholders and bringing people together around a shared direction.”
“He is a rare design leader who is equally effective in the boardroom and with his team.”
“At the same time, he helps build teams that grow and endure, providing clear expectations, fair progression and real trust to take on significant projects.”
“He brought a friendly, approachable attitude to everything we did and created a safe space where people felt comfortable speaking up.”
“His tracking systems and thoughtful resource allocation consistently pointed us towards the highest ROI work.”
Where I've worked
Flutter Entertainment
Sky Bet
Paddy Power Betfair
Wunderman
R/GA
Sapient
Profero
SixandCo / FullSix