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GOOD BY NAME

Tom Good is an Experience Design leader, speaker, and innovator with over a decade of experience shaping digital products and services for global brands.

He combines design leadership with a skilled hands-on mindset, to drive teams to thrive and projects to produce incredible results.

His UX practice combines AI-first product design, service design, design thinking, research, and experience strategy — all with a relentless focus on the end user. He currently heads up user experience at MRM UK, where he leads multidisciplinary teams and drives design innovation across complex platforms and ecosystems. Tom has delivered work for organisations including Bentley Motors, Sony, S&P Global, and Tourism Ireland, blending research-led thinking with emerging technologies.

He is a member of the BIMA AI Council, co-author of the BIMA AI Standard, and an advocate for responsible AI in design. His work explores the intersection of AI and user experience, with a focus on designing intuitive, human-centred systems.

Tom is passionate about building collaborative design cultures and contributes to industry events and panels on UX, leadership, and the future of technology.

A man giving a presentation with a microphone in a modern indoor space, gesturing with his left hand, while an audience member with blond hair listens.
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Four people on stage at the Sitecore Symposium 2024, with three sitting and one standing at a podium, in front of a large banner displaying the event name and a red and purple theme.
Cover page of a report titled 'Beyond Compliance: Harnessing the Power of Accessibility' with purple spherical shapes and a subtitle about European Accessibility Act 2025.

Accessibility Paper

PUBLICATIONS

During early 2025, and in collaboration with MRM, I authored a white paper report on the impact of the the upcoming European Accessibility Act (EAA) to help educate clients and team members about the importance of accessible design practices and how to ensure compliance with the new European legislation.

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Mini-MBA

TRAINING

Course covering core MBA marketing content in 10 modules. Starting with Market Orientation, Research, and Segmentation, then moving through applying this thinking with Targeting, Positioning, and Objectives and lastly executing the strategic thinking with Product, Price, Marketing Comms and Distribution.

Award certificate for Tom Good at the BIMA Awards 2024, featuring a smiling black-and-white photo of Tom Good, with a design using red, white, and blue elements.

BIMA AI Council

PROFESSIONAL ORGANISATION

  • Selected to join BIMA’s AI council, a think tank formed of AI experts who aim to support the growth of the UK creative industry through ethical practices.

  • Co-authored the Alpha and Beta launch of AI Standards, a set of guiding principles and as an education tool for best practice to be applied by creatives across the industry.

  • Participated in BIMA awards by judging the ‘Best use of AI’ category in 2024.