User Experience Designer

"As far as the customer is concerned, the interface is the product" ~ Jef Raskin

What I Do


"We do not know what we do not know until we actively listen to what users tell us."
I don't waste time with false assumptions about what users want or what is best for them, I talk to them and listen.


"As a Developer I want to refactor the authentication module..." is not a user story.
I'll document and help prioritise user stories so that the focus is how the product is used, not how it is made.


"Talking about design is like performing interpretative dance about architecture!"
I'll use sketches to illustrate how potential solutions might look, how users interact and how information flows.


"At best we remember only three or four things from most presentations."
I'll mock-up potential solutions into wire frames and engaging interactive prototypes appropriate to any stakeholder audience.


"What is right or wrong is only opinion until we challenge and agree."
I'll iterate quickly and build in early user validation to ensure we're solving their problems by adding measurable user-value.


"Scrum in rugby is where people get together and politely discuss ownership of a ball."
I'll facilitate collaboration across multi-disciplinary teams to get a user focused shippable product over the line on time.


I am Doug Imrie, a user experience designer from Edinburgh with eighteen years experience as an internet professional taking web services from concept to delivery across a wide range of industries throughout the UK, USA and mainland Europe.

I bring clear focus to complex requirements, simplification to cluttered user experiences, definition and design to online interactions, enablement to in-house teams to develop better products, and empowerment to organisations to make rapid improvements to under-performing web based services.

I got
The skills

...and the best ones are a can-do attitude and a what-if curiosity

Mix-in a healthy dose of critical thinking, complex problem solving, judgement and decision making, active listening, people, technology, process analysis, monitoring and sales, and you've just about got me.

Ah! You want them pigeonholed and scored by title!









My Work



UX Consultant, Alignment

HSBC want their customers to enjoy an industry defining 'best-in-class' user experience that provides seamless, consistent and continuous end-to-end task based jorneys independent of channel or platform.

Approach & Deliverables:
Initial approach to undertake a UX Audit of key user journeys across multiple digital channels, platforms and geographical territories to identify gaps and misalignment in the user experience. Particular focus on existing customer journeys across HSBS public (website) and secure (online banking) platforms

UX Audit of HSBC digital channels to identify misalignment in user experience.

Prioritised UX Refinement Plan to implement validated user experience refinements.

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ux lead, products

Flexiant is the leading European provider of cloud management software for cloud orchestration for on-demand, fully automated provisioning of cloud services. Whilst technically sector defining, the web based user interface is complex and time consuming to learn. Previous development has all technology lead. The primary driver for my engagement is to design an intuative interface around the needs of the user.

Approach & Deliverables:
Firstly I adopted a more user centric approach. One where behaviour, use and context is paramount, changing from the way the product is made to how it is used. I prioritised the design effort on known user problems instead of designing the next "cool" features. I analysed key user tasks and simplified journeys making them easier and faster to complete. I removed complexity and distraction by adopting a cleaner design that allows the user to focus on getting the job done without interference from the user interface. I introduced process flow efficiencies that either eliminate error-prone conditions or check for them and present the user with a confirmation option before commiting to an action.

The result is a more engaging experience with system metrics and visualisations that keep the user informed about what is going on. Structured information that appears in a natural and logical order helping the user to work smart. Consistent use of familiar icons, terminology and concepts throughout, shortening the learning curve. Accelerators to speed up complex interactions in the form of Wizards, allowing users to get the job done faster.

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ux, 4g convergence & support

The key driver for the engagement was to increase online user conversion to Vodafone's 4G proposition and provide specialist support to in-house UX Team.

Approach & Deliverables:
Engage directly with in-house Analytics Team to identify and quantify key journey drop-off points and user task blockers. Implement and undertake user survey at main drop-off points to incorporate user feedback into journey analysis.

Undertake site wide UX Audit and create prioritised list of recommended user centric improvements.

Design, prototype and document UX Improvement Test Plan and work directly with HP Optimost (Autonomy) to implement strategic multi-variant testing onto live e-commerce platform in a controlled schedule. Collate and analyse test results and present findings and recommendations back to stakeholder group.

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European Society for Organ Transplantation

ux/ia lead

The main objective was for the ESOT website to be redesigned around the user and I was brought on board to provide a user focus to the solution design process.

Approach & Deliverables:
From a user perspective the SOT website provided a valuable resource of relevant content and services. However the website had grown organically over a long period and site assets had become fragmented and difficult for users to find. To address this all content and services were re-categorised to provide a simpler navigational structure and where appropriate re-engineered to facilitate personalisation and user specific targeted delivery.

The high level navigation structure was initially documented in a site map. Prior to considering aesthetic design a fully functional wireframe prototype of the proposed solution was created to help determine functionality for the website and bring the site map to life. The wireframe prototype gave the key stakeholder group a chance to consider how things will work on the website, how efficient the navigational changes were and whether all site requirements had been met. The wireframe prototype was also used to demonstrate the generic anonymous user view of the website and the registered user personalised delivery of content and services.

Once aesthetic designs had been created the wireframe was updated to fully incorporate the selected design elements resulting in a high fidelity prototype.

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TalkTalk Technology

ux, network services 'quote & order'

TalkTalk Business/Technology partner organisations procure and manage network services via a number of legacy online/offline systems and manual processes. In-house technology teams had written the Functional Specifications and created a prioritised list of user scenarios and use cases to define a single unified online 'self-service' based solution. At the point of joining the project no external user engagement had been undertaken and the focus up to that point had been solely on the internal business requirement.

Approach & Deliverables:
The initial approach adopted was to engage directly with external users to document their requirements for the solution and better understand the fit with their daily work routine. A number of telephone based interviews were undertaken across all partner types from which three personas were identified along with twenty key user stories.

Process flow diagrams were created for each journey and cross referenced back to personas, user stories, user scenarios, use cases and Functional Specification to track that all requirements were being met.

A fully functional medium fidelity wireframe prototype was created representing each of the four user journeys end-to-end. This was used to not only gain stakeholder sign-off of the proposed solution design but also highlight technology and backend business process gaps that would be to be addressed internally by TalkTalk Technology/Business prior to full implementation and successful adoption of future world solution.

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Business Monitor International

ux/ia lead

The primary drivers for the project to redevelop BMO were to emphasis BMI's unique views-based analytical framework (Total Analysis) and support business revenue retention and upgrade, as well as new revenue generation, targets.

Approach & Deliverables:
BMI publish very large quantities of news, analysis and data on a daily basis. This content is fractioned by geography and type of service and as such stored in multiple dis-jointed silos, becoming quickly buried online down deep complex navigational structures.

User research highlighted two key feature requests:

  1. Undertake research across geographic territories or service sectors without undertaking multiple deep dives.
  2. Interact with underlying data and create data visualisations for offline use.

The solution I designed simplified the information architecture and flattened the structure of the website around four primary themes which facilitated content surfacing where the content comes to the user rather than the user having to find the content. Data visualisation tools were incorporated empowering the user to interrogate the data underlying the analysis and graph or chart their own interpretations. Fully functional wireframe prototypes of the proposed solution were created to facilitate user testing and stakeholder sign-off prior to any development work being undertaken by the offshore technical team.

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Royal Bank of Scotland

ixd, multi channel sales

I joined the RBS Group Multi-Channel Sales programme for Phase 2 which was the "in branch" element of the Retail Sales redevelopment project. At that time the first phase of the project was undergoing the final UAT feedback loop prior to go-live deployment and group roll-out.

Approach & Deliverables:
My role within the UX programme team was to work directly with the Business Intelligent Unit and Product Owners to turn customer acquisition process flow diagrams into high-fidelity wireframe prototypes. These were used to facilitate three primary programme milestones:

  1. Product Owner Sign-off
  2. Screen page build
  3. Document User Interface Specification

I adopted a modular approach to the interaction design across a wide range of retail products to maximise on functional component re-use and consistency of user experience. User testing was incorporated into the interaction design process to challenge and validate the screen designs and process flows to help identify what percentage of users would convert and how many users abandoned the process at each step. Working with offshore UI Specification Team on a daily basis to document the user interface and functional specification for the solution. This document set, for both Common Elements and Individual Products, was subsequently user by the offshore Portal Build Team to develop the solution and by the Onshore UAT Team to fully test the solution.

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Standard Life

ba, iue programme

The IUE Programme was a major digital transformation project undertaken by Standard Life to deliver sector leading sales and support services to their Independent Financial Adviser customers via the online Adviserzone network. I joined the programme as Digital Business Analyst focused on content architecture and re-engineering.

Approach & Deliverables:
In order to assess and document content requirements for the programme I engaged directly with the Business Intelligence Team and Key Stakeholder Group to undertake a gap analysis of the current and future world states of the Adviserzone network. This analysis highlighted a number of priority issues and requirements that would need to be addressed and the timescale for their completion. In particular:

  • All content, be it existing or new, would have to be re-architected and tagged under a new, to be designed, classification scheme to facilitate one of the key business objectives; user specified targeted delivery of content
  • A more user centric approach would benefit the programme by helping to simplify the solution from a user perspective

I championed the user and provided thought leadership and user centric methodology for wireframe and page design technical decomposition establishing greater collaboration across the technical design teams.

I scoped and documented the final build solution inclusive of; information architecture, site map, hi-fi interactive prototype, technical build documents, IN SITU and UAT test documents.

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TalkTalk Business

ia/ux, customer self-serve (myTTB)

TalkTalk Business has grown rapidly through a series of business acquisitions and mergers. One outcome of this growth was a customer engagement model based on multiple disparate online and offline processes and disjointed backend systems. Project Opus was a programme of work to consolidate and streamline the customer engagement offering into a single on brand user centric self-service portal. I joined the programme for a short tactical "proof of concept" phase where the requirement was to turn the business requirements into a conceptualised solution and demonstrate the user experience via a functionally rich interactive prototype.

Approach & Deliverables:
I was provided with the following inputs; 3rd Party User Research & Competitor Analysis and Business Requirements with a number of associated Business Process Flow Diagrams. From this I identified the core functional components for the solution and mapped out a unified information structure.

To personalise the prototype and make it "real" I created four personas to represent each of the identified target user groups. For each persona I storyboarded "a day in the life" and created users stories and associated journeys that were incorporated into the prototype design.

The initial prototype was created rapidly in low fidelity to validate the design and function and was iterated multiple times via stakeholder feedback and user testing. More mature iterations incorporated on brand design elements as they became available resulting in a final high fidelity fully interactive prototype.

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Northumbrian Water Group

ia/ux, corporate intranet

The requirement was to 'showcase' and document the user experience and functionality of the proposed redevelopment of the Northumbrian Water Group's corporate intranet.

Approach & Deliverables:
To enable the stakeholder group to better understand and consume the proposed solution I created a medium fidelity wireframe prototype incorporating existing digital brand guidelines. This prototype was used at "show and tells" with the stakeholder group and with a wider staff audience in user testing. Feedback and test results were adopted into the prototype and the updated version formed the basis for the creation of the solution design document set; User Interface/Experience and Functional Specification.

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Cont(r)act Me

Currently with HSBC as UX Consultant, Alignment.

I engage on a freelance contract basis. Could yours be the next exciting project?

+44 (0)794 441 5000