Philip Morton

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Hello. I'm a Principal Consultant at Foolproof, an experience design agency in London.

I help businesses create better products and services by putting customer insight at the heart of the design process.

In the last five years, I've worked with the likes of Sony PlayStation, HSBC, Sega, Tesco and TSB. In that time, I've seen our research, design and strategy work improve both the experience for customers and commercial outcomes for clients.

I'm an experienced UX practitioner and have run many big research programmes. I've conducted research in a dozen countries around the world, interviewing gamers in Saudi Arabia, financial controllers on Wall Street, factory workers in Mexico and sales reps in Taiwan. I've used customer insight to come up with creative solutions to design problems, and have seen the impact of these on products and services that millions of people use. I also have a history of developing skills in UX practitioners through line management, coaching and mentoring.

What I'm most excited about is the nascent field of experience strategy: helping clients create a long-term plan to align every customer touchpoint with their brand and business strategy. Too many projects happen in isolation and too many successes are brought down by a lack of joined-up thinking. Experience strategy is a way of fixing that. It's about understanding where you are today, where you want to get to, creating a plan to achieve that vision and implementing a measurement framework to make sure you're on track.

I'm interested in:

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