Lead Product Designer · B2B SaaS & Public Sector · Design Systems
TEL: 07941876926
E-MAIL : david.b.kenworthy@gmail.com
I’m a Lead Product Designer with experience in B2B SaaS and public-sector digital services. I focus on design systems governance, consistency across products, and design decisions backed by evidence. I currently lead design across three products at Upland Software. Before that I worked on a national HMRC tax service at Accenture, using the GOV.UK Design System.
Experience
Lead Product Designer, KCM BU, Upland Software, January 2024 – Present
Lead design across 3 of the 5 products in Upland’s Knowledge Center Management business unit (BA Insight, RightAnswers, Rant & Rave), working with three separate product teams.
Built the KCM-UXP pattern token framework, a 12-token design system governance model used across BA Insight and RightAnswers, and used as the template for Panviva’s own token system.
Led a 69-ticket persona-coverage audit and a 206-assertion interaction test suite for the RightAnswers Prism rebuild, which found real cross-file inconsistencies before they shipped.
Ran a two-round internal survey (33 respondents) on RightAnswers. Visual modernization came out as both the top-requested improvement and a recurring sales objection.
Built the onboarding and documentation that let a junior designer take full independent ownership of the Panviva MX project.
Built an AI-assisted design workflow: six custom Claude Code skills, a mandatory three-concept ideation gate, and a verification-first testing standard introduced after an AI-generated bug got past every earlier check. I also translated the system for a junior designer working in a different toolset.
Case studies: RightAnswers and Prism, BA Insight admin platform, AI design workflow
UX Designer | Senior Analyst, Accenture, September 2022 – January 2024
Owned Phase 1 user-journey mapping for a new HMRC digital service implementing the OECD’s Pillar 2 global tax reform (Multinational and Domestic Top-Up Tax). The service supports multinational groups with revenue over €750M, and their authorised agents.
Designed eligibility screening to turn away ineligible users before registration, and error handling and guidance for non-standard accounting period calculations.
Designed identity-verification and account-recovery flows using Government Gateway, MFA and Companies House/CRN matching, to meet high-assurance identity requirements.
Adapted GOV.UK Design System patterns (add-to-a-list, error summaries, check-your-answers) for complex multi-entity financial data, up to 10+ sub-entities per group.
Contributed to a digital service strategy targeting a 30% reduction in adviser-led contact volume.
Case study: Designing a digital tax service for HMRC
Freelance UX Designer, Play Included, August 2022
Defined brand and experience strategy for Play Included, a CIC developing play-based child development programmes, through client workshops on business proposition, audience and ecosystem. Delivered digital platform refinements, experience mapping and user journeys.
Freelance UX/UI Designer, Whistle Agency, July 2022
Led the website and brand redesign for Formula Consulting (F1 rights acquisition consultancy), from strategy workshops through to user journeys, wireframes and high-fidelity mockups.
Product Designer, Axis Workshops, April 2021 – June 2022
Redesigned the user registration flow and cut drop-off by 40% through iterative testing and validation.
Built and maintained a product design system that made the team’s development cycle more consistent and scalable.
Put accessibility best practices in place across the design team.
Worked as a leading design figure in an agile remote team, partnering closely with product and development.
Principal Designer, Mad Squirrel Brewery, November 2018 – April 2021
Led brand, marketing, UX, web, interior, packaging and CAD design across the business, as part of the core management team.
Designed 36 core range and limited-release products, including packaging, brand identity and marketing materials.
Designed the flagship taproom interior and exterior, and managed the e-commerce website. Set up and ran a cloud database and filing system for the business.
Technical Skills & Proficiencies
Design systems and governance: design token architecture, cross-product consistency, component library management
AI-assisted workflows: Claude Code custom skills, AI-output verification standards, cross-environment workflow translation
Design and prototyping: Figma, Sketch, Adobe XD
Research and validation: persona-coverage audits, usability testing, internal and user surveys
Collaboration and delivery: Miro, Mural, Jira, Confluence, Agile methodologies
Government and regulated services: GOV.UK Prototype Kit, GOV.UK Design System
Education
2014-2018 The University of Strathclyde
1st Class Honours, Product Design & Innovation BSc
Referees
Available on request.
