Where I Make the Biggest Impact
The work that excites me most sits around UX and product design leadership, accessibility, digital transformation and Design Ops - helping organisations strengthen their design practice, improve maturity, raise standards and create better experiences at scale.
Over the past 15+ years Iâve worked across UX, product and service design, combining strategy and leadership with a strong grounding in the craft itself - research, accessibility, usability testing, interaction and journey design, and optimisation.
At TUI, I led UX practice and accessibility work across a large global digital ecosystem, helping establish standards, improve ways of working and embed accessibility across products and teams. At Macmillan Cancer Support, I built and led the UX/UI team and practice, led digital brand and design system work, and helped strengthen research and user-centred design across the organisation.
Iâm also comfortable using AI where it genuinely adds value, including building an AI accessibility assistant at TUI to help scale access to expertise. And because coaching is another part of what I do, I particularly enjoy work where I can help people grow as well as improve products and services.
If youâre looking for senior UX, product design, accessibility, Design Ops or transformation support, whether for a permanent role, consultancy or contract work, Iâd love to hear from you.
Get in touchSelected Case Studies
A selection of projects spanning accessibility leadership, UX transformation, usability improvements, conversion optimisation, design system development, and large-scale digital transformation. These case studies show how I help organisations deliver better, more inclusive and effective digital experiences.
Inclusive Digital Transformation
I led accessibility transformation at TUI Group and contributed to Macmillanâs digital ecosystem redesign, improving experience quality, consistency, capability and ways of working across both organisations.
Scaling Design Systems
I played a key role in shaping and scaling Macmillanâs design system and leading two major brand refresh programmes, creating a more accessible, consistent and unified experience across 40+ digital products.
Designing Better Experiences
I enhanced the usability and conversion of Macmillanâs key fundraising journeys through research-led UX improvements, redesigning complex flows to create clearer and more effective digital experiences.
I support organisations with UX, accessibility, Design Ops and digital transformation. This can include improving design maturity and ways of working, building and developing UX teams, coaching and mentoring, strengthening cross-functional collaboration, and embedding inclusive, user-centred practices into everyday delivery.
Get in touch
The Person Behind Work
Iâm Aga - a UX and Accessibility Leader with over a decade of experience shaping digital products, maturing UX processes, and improving ways of working across large organisations. My career spans accessibility strategy, service design, design systems and complex digital transformation at places like TUI, Macmillan Cancer Support, and City, University of London.
I care about building inclusive, effective digital experiences and supporting the people behind them - coaching designers, strengthening collaboration, and helping teams work with clarity, confidence, and a user-centred mindset.
Learn more about meWhat People Say
Iâm grateful to have worked with talented teams, leaders and partners across several organisations. Hereâs what some of them have said about collaborating with me.
"Just a small note to say a big thank you for everything youâve done for me over the last two years. I really appreciate you welcoming me into the team, being an amazing manager (and friend!), and for keeping us all sane during such a crazy time in the world!Â
Thank you also for the opportunity of having Life Coaching sessions with you. Your coaching was a huge help in building my confidence, discovering my goals and working towards them. With your support I was able to achieve what I really wanted: working independently and have flexible working arrangements.
I will really miss working with you but I hope we will be able to work together again in the future."
Olivia G., UX Designer
"I have been having coaching sessions with Aga over the last few months. She has been coaching me on UX/UI Design and how to move into this area. [...] She has also sent me reading materials, talked through key UX terms, and pointed me in the direction of where I can get training etc. This has been great as I was finding it all a bit overwhelming and wasnât sure where I should start. Aga helped to break it down into smaller âchunksâ so it was easier for me to manage and work through.
Our sessions are not always all about UX/UI design, as we cover other areas of life and Aga has provided guidance on how to manage stress and helped talk through the best ways to manage my time. [...] Aga is an expert and is very knowledgeable in her area and I would recommend her to other people."
