Zuto — Lead UX Strategist

Architecting a measurable UX performance engine through strategic alignment, Double Diamond methodology, and behaviour-driven transformation.

Overview

I specialise in transforming fragmented digital ecosystems into unified, scalable performance assets. At Zuto, my mandate was to command two forces simultaneously:
strategic certainty + measurable commercial results.

The conventional approach to UX—designing better screens—is a strategy for mediocrity. I rebuilt the UX function from the ground up, installing the Double Diamond methodology to create predictable, evidence-driven delivery and organisation-wide alignment.

My strategic focus centred on collapsing the One Big Domino of belief blocking progress:
“UX must produce measurable performance.”
Once this fell, every objection to investment disappeared.

UX Strategy Ownership & Roadmapping: Defined the operating model and aligned the organisation around quantifiable value.

Double Diamond Delivery: Replaced assumption-led design with predictable, low-risk research and delivery cycles.

App Form Rebuild: Targeted the core conversion flow to reduce friction and accelerate decision-making.

Cross-Functional Influence: Built executive trust and unified Product, Engineering, and Compliance execution.

The Strategic Problem

Zuto was stuck in a systemic “Huh?” moment — a critical knowledge gap preventing meaningful progress. Misalignment created stress, friction, and operational anxiety across departments.

Key Issues Preventing Growth

My objective was to shift attention away from the pain of the current state toward the logical, data-backed future state necessary for transformation.

Strategy, Plan & Execution

I guided the organisation through a sequence of micro-commitments – multiplying consistency until transformation became inevitable.

1. Research & Insight (Discover)

I established research loops, behavioural mapping, and hypothesis-based exploration. This positioned me as an authority, avoiding “teaching mode,” instead leading with verifiable insight.

2. Strategy & Alignment (Define)

I created a measurable prioritisation model and UX governance framework leadership could trust. By using precise, non-round metrics (MTMs), I added weight and credibility to the strategy.

3. Application Journey Rebuild (Develop)

I redesigned the high-impact app form, reducing click cost, contextual confusion, and cognitive burden. The structured step-based flow improved validation, reduced user anxiety, and accelerated decision-making.

4. Delivery, Logging & Governance (Deliver)

Partnered with Engineering and Compliance to improve logging clarity and behavioural definitions. The result was a measurable performance asset—a UX ecosystem capable of validating value, proving outcomes, and selling future improvements internally.

Quantifiable Commercial Outcomes

The emotional decision to invest in UX requires logical justification. The results became the proof.

These MBOs validated the strategy and reinforced commitment to the new operating model.

Transformation

I transformed UX at Zuto from a reactive design service into a scalable strategic engine — one that reduces risk, accelerates performance, and strengthens customer trust.

If all this transformation did was increase engagement by 29% and permanently secure leadership confidence in UX strategy, would it have been worth the investment?

The answer, demonstrated by outcomes, is unequivocally yes.

(All visual examples displayed on this page are sourced exclusively from publicly available Zuto web pages as of 21/11/2025. These materials are used only to illustrate publicly visible user flows. They do not represent internal designs, confidential systems, or protected intellectual property. All non-public work remains undisclosed in accordance with my NDA obligations.