Fitzroy Coward
Expertly crafting intuitive experiences for complex systems transforming intricate workflows, data-heavy interfaces, and next-gen digital products into seamless, user-friendly solutions.
I led the Design and Delivery of an Intuitive Market Intelligence Platform for Risk Analysts
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I integrate AI-driven tools into my workflow to accelerate ideation, enhance design precision, and optimise user research. By leveraging machine learning and automation, I streamline processes and improve decision-making.
How AI Enhances My Design Workflow:
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I facilitate workshops with senior executives, product owners, and key stakeholders—often collaborating with other team members—to define project vision, align objectives, and establish a clear roadmap. These sessions ensure business goals translate into actionable design strategies, setting the foundation for scalable and impactful digital solutions.
Using design thinking methodologies, real user needs are uncovered, pain points identified, and solutions developed to align with business objectives. These sessions produce low-fidelity prototypes, experience maps, and iterative design concepts that drive and accelerate product development.
Optimised the British Airways & Avios iOS and Android app to enhance user experience, streamline onboarding, and drive engagement. Redesigning key flows improved conversion and retention, while usability enhancements made interactions more intuitive. Collaborating in an agile environment ensured alignment with business goals, strengthening customer loyalty and increasing Avios adoption.
At Lloyds Banking Group, I led the visual and interaction design for the Commercial Public Website, including Bank of Scotland. Collaborating closely with cross-functional teams, I introduced new design components, reimagined navigation structures, and helped evolve the design system within the CMS. Key projects included a full site overhaul, the visual design for LBG Cardnet, and migrating design workflows from Sketch to Figma—all driven by a user-centered, iterative approach
I work closely with product teams to define clear project roadmaps, ensuring structured workflows from ideation to deployment. At Standard Life Germany, I played a strategic role in aligning UX with business objectives, integrating research, testing, and design validation into every development sprint.
Get to know the user to find their needs and pain-points in context.
Understanding users is key to building effective products. I conduct in-depth research, usability testing, and data-driven analysis to inform product decisions. At a leading Insurance company, I led research sessions that refined the broker portal experience, improving usability and conversion rates.
I create detailed user personas that help teams understand customer motivations, behaviours, and expectations.
For a major banking transformation project, I conducted research-driven persona development, influencing critical product design decisions and ensuring an intuitive, user-friendly experience.
Storyboarding brings user journeys to life, helping stakeholders visualise product interactions.
Whether mapping financial service workflows or defining digital touch points, I use narrative-driven visuals to bridge the gap between strategy and execution.
Clear information architecture is the backbone of great user experiences. I design intuitive navigation structures, user flows, and task models that enhance discoverability and usability, ensuring seamless digital interactions.
Design test and iterate
I create high-fidelity interactive prototypes that serve as functional blueprints for development teams. Using tools such as Axure and Figma, I develop low-to-high-fidelity, pixel-perfect prototypes with conditional logic, ensuring seamless validation and early usability testing. Additionally, I build production-ready front-end implementations using AI-assisted tools, Webflow, and CMS platforms, enabling rapid deployment and reducing reliance on traditional development cycles.
Bring your ideas to life!
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From tracking and tracing parcel deliveries to raising an insurance claim I have designed a number of native and hybrid complex applications for use on mobile and other hand held devices.
A strong design system ensures consistency, scalability, and efficiency across products. I have built design systems for major corporations using tools like Figma, Sketch, and Axure—standardising UI components, typography, accessibility guidelines, and branding to create cohesive digital experiences.
Leveraging AI-assisted tools alongside Webflow, Figma, and Axure, I deliver front-end-ready code, redlined UI specs, code snippets, and interactive documentation to streamline implementation. My expertise in Webflow also enables direct front-end development, ensuring faster and more seamless handoffs.
Responsive design is a standard part of every project I undertake. I ensure seamless cross-platform experiences across mobile, tablet, and desktop by integrating responsive principles into every stage of design. At Generali, I spearheaded the UX redesign of a multi-language, CMS-driven European website, optimising usability for customers across multiple markets.
At the Centre for Digital Revolution (C4DR), I led UX for Car eWallet, a blockchain-powered payment system for connected vehicles. Collaborating with IBM, UBS, and ZF Group, I designed an intuitive in-vehicle and mobile interface, integrating AI, voice control, and smart contract technology for secure, frictionless transactions.
Exploring immersive design solutions, I integrated AR experiences into the TOTUM app for student engagement. I developed interactive prototypes using Origami and Unity, designing an augmented loyalty program that increased user participation and brand engagement.
Simon Hunt
GfK, Transformation Coach, Program Manager, Agile at Scale, SAFe
Fitz joined the team at GfK at a very tricky moment in the delivery cycle of a new product. His calm and professional approach enabled him to come up to speed quickly, stabilise the situation, and then be able to create designs, assets and user workflows which helped to move the product design forward towards being launch ready. Fitz was able to identify what was important, prioritise, build, test and then deliver with high quality to some very aggressive timescales, all the while reacting to feedback along the way. I hope Fitz and I get to work together again in the future!
Justin Lord
Tata Consultancy Services Consultant, Fintech, Marketing & Financial Services
Fitzroy possess a composite range of skills which are second to none. He has an innate ability to visualise and bring to life complicated and challenging Customer Experiences, and simplify them in an engaging, well thought out and considered User Experience.
His ability to create stunning visuals, complimented by audio and video is outstanding. I have referred to him in client engagements as “my secret weapon”, and it’s clear to see from his work why.
His skill is being able to understand the client asks, interpret their vision and being able to stun them with fantastic design. He can do everything from initial ideation, wireframe and lo-fidelity concept, right through to the high-fidelity design visual.I unreservedly recommend Fitzroy, and can’t wait to work with him again.
Don Tregartha
Schoders UX Design Manager Design systems expert
Fitz was a part of the team building out our first Design System at Schroders. His role was to define a series of detailed UI treatments and to visualise the future state of the design system. A true design professional, he works meticulously and is able to rapidly build working prototypes in Axure RP for acceptance testing. A great guy and good company - an asset to any team.
