I design products people understand, and the systems that let whole teams build them well.
Most recently Head of Design at Fospha, where I moved the product onto a design system, then gave the rest of the company a Claude design system to make their own on-brand work.
From custom UI to a system the whole company designs with
Two stints, most recently as Head of Design. One system now runs through the product, the material sales and partners make, and the website.
- 01Product design systemMoved the product onto Shopify's Polaris, then built Fospha's own flavour of it.
- 02Claude design systemSales, marketing and partners make decks, dashboards and 3D renders themselves.
- 03fospha.com redesignA full website redesign, with animations and report pages, built on the same system.
Selected work
10 projects
Lead Product Designer on My Account. Research-led redesigns of the dashboard, account creation and quote journeys, plus accessible, fluid foundations, helping drive around 29k extra plan sales.
Design lead on a full redesign of the buyer and seller experience at a key point of growth.
Design lead within the digital transformation programme. Redesigned site, donations up 8%, and a shared design system.
Research sessions and rapid prototyping to make a rushed, policy-led service work for the people using it.
Design lead for the website and period-tracking app. Subscriptions up 16%, conversion up 6%.
Design lead for a teenage period education brand and subscription box.
Design and build through my agency Kindly for a sustainable toy brand.
Moved a sustainable frozen meal company from a clunky free theme to a bespoke, mobile-first Shopify theme that other brands then asked for.
A bespoke Shopify theme and meal-plan quiz for sustainable baby food. Conversion doubled.
WordPress design and build for the north east's No. 1 estate agent.
alexanderhudson.co.uk ↗Hi, I'm Oli.
I'm a Head of Design who makes complex products easy to understand. Most of my work sits where the data is dense and the stakes are real: marketing measurement, insurance, charity and government services.
I work best in product trios, close to engineering. I start with customers, prototype in the browser, and put design systems in place so teams can ship consistent work quickly. Lately that includes AI: grounding tools like Claude in a design system so the whole company can make good work, not just designers.
I've led design in-house, as a consultant, and through Kindly, the studio I co-founded.
Away from work I'm a dad and a husband. I run Tonbridge Pickleball Club, compete in national pickleball tournaments, and I'm a qualified tennis coach. I also mentor young people in my community through Barnardo's.
Kindly
I co-founded Kindly with Rich Hallows: a small design and development studio making fast, accessible websites that were good to look at and easy to use. See the Kindly site ↗
Get in touch
Always up for talking through a design problem over a good coffee.