Tom Good

Project list

A quick overview of some other projects


Project list

Some key projects that have given me a broad and unique skillset, each new project is an opportunity to try something new, learn a skill, and develop an understanding of experience design across various industries. 


Royal Mail

Defining and delivering against various small projects for Royal Mail. Including working in agile development teams to create, trial and redesign new and existing products whilst reframing the service proposition. Working on pitches for future projects.



Working with partner agencies FutureBrand and UXUS to create a new and scalable retail concept for thousands of global stores.


Tourism Ireland

Tourism Ireland (TI) is the marketing body responsible for promoting the Island of Ireland (including Ireland and Northern Island) overseas. As one of the most established relationships within Hugo & Cat, I've worked with the brand for several years. 

Some of the more notable work I've completed includes implementing a framework to measure and track customer satisfaction, optimisation of pages for mobile performance, structuring of campaign content for improved conversion, a new design of 'Trip idea' pages and a future vision report. 

The platform was developed before I joined, but improvements are continuously made. A key insight I brought to the team was that  customers were at a higher position in the funnel than believed. Our personas of 'Great escapers', 'Social Energisers' and 'Culturally Curious' tended to be Dreaming rather than Planning a trip when they visited the site. This led us to redesign the functional Itineraries section of the site to become Trip Ideas. These were aimed at driving inspiration rather than plans, and has become a popular destination for research on the site.

When the time came for a mandatory re-tender of the business contract, I was part of the team to showcase Hugo & Cat's expertise and ability to continuously innovate to successfully secure the relationship for years to come. 


Sony Electronics

The Sony Electronics brand includes key product lines such as TV, Cameras and audio products which are showcased online within a single global web platform. Hugo & Cat have worked with Sony for years on projects such film production, content creation and delivery of product launch assets, but my focus was on the global web platform to lead an ongoing program of optimisation and improvement. 

My role as Lead Experience Designer saw me take charge of a small team of Visual Designers, Business Analysts and UX Designers over the course of 18 months. We worked on a quarterly process of insight and Business Unit requests, through validation, estimation, prioritisation and eventually designing and building features for the global site. This process supported the global rollout and enhancement of a unified web platform, and saw the team working closely with a development team in Istanbul and a client team in Tokyo.

Some of my proudest achievements with this project were working with the client team to iterate our internal working processes, and developing a program of user testing that supported the validation of business requests. 

A good example of my output to this project is the 'select-to-compare' feature seen on every product listing page, this design was featured in a smashing magazine article on perfect comparison tables.


Sony Mobile

Sony Mobile operates as a separate business to Sony Electronics, focusing on the Xperia brand smartphones and uniting the wider groups' innovations in screen, audio and camera technology into a single handheld device. 

I was brought in to help with specific projects for Sony Mobiles work with Hugo & Cat, including creating clarity in how the Sony and Xperia brands are communicated on the site. This particular project required a deep understanding of customer types to establish user journeys for Direct, Social and Organic entry points. In addition, my experience with Sony Electronics helped to understand the Japanese business's expectations and desires for the new page designs. 


Sony Europe

From our London home, Hugo & Cat were well placed to assist Sony Europe's marketing operations at a local level. I worked on several projects for the Europe team including new designs for how offers and competitions are presented on the site, an update to the My Sony experience and general experience direction. 



The Renault-Nissan alliance consists of six big car brands, collectively responsible for 10+ million car sales each year. When DigitasLBi won the project to develop a new web platform across all these brands, it was the biggest website platform development in Europe, consisting of localised versions of websites for each brand, resulting in over 300 sites to be launched across 200 markets globally. 

This new unified platform created the need for unprecedented amount of collaboration between the brands, with each looking to maintain features that had previously been developed independently. My role on the project came in ensuring that outputs from a future vision project for Renault were considered for implementation. 

This work focused on a large Gap analysis of the features, requirements and validation against customer needs.  Many of the features were redesigned inline with the latest platform development, and so collaboration with the wider team was key. The project saw our small team travel to Paris on several occasions to work alongside senior stakeholders from the Renault team. The result was inclusion of several new designs into the platform including Discovery, Customisation, and Support features.



Riding sharing feels common place now, with the likes of Uber offering the service as a core part of their business. However, Liftshare was a true innovator in the sector, with over 18 years of experience promoting greener ways to travel, they saw a reinvigoration of their brand once they started to work with DigitasLBi.

Liftshare has a close working relationship with DigitasLBi, with agency side designers and an in-house development team working together on a daily basis to improve the service. My experience with the brand focused on two key projects, a refresh of the website to optimise marketing performance, and a new iteration of the native Android and iOS apps including the first version of their apple watch product. 

Some of this work has since been updated.


National Trust

Working with a large project team to create a new online experience for the National Trust. The site required a templated approach with considerations for a decentralised content model with numerous stakeholders.


Interactive Investor

As an advanced platform for personal investing, interactive investor was a complex beast to get stuck into. After recently undergoing a striking rebrand by Wolff Olins, the client approached DigitasLBi to implement the new look digitally, but also to improve their website experience, which was feeling very dated. The goal was to create a new user centric site that could attract even the least-financially-savvy audiences, with clear explanations, guides, and easy to use features. 

I joined the project halfway through to support the Head of UX and Junior members of the team by focusing the UX direction and ensuring a clear vision was functionally executed. 

What really made this project fun was using a design-in-the-browser approach, which relied on an excellent development team to produce and iterate on designs by sitting next to a designer and making updates in code. This super lean process worked to an extent, but it soon become apparent that prototypes and limited documentation was required to convey some of the complexity surrounding investing. 

Some of this work has since been updated.


Cathay Pacific 

First day on the job and straight in the deep end. My first experience with Cathay Pacific was working on a prototype for a new website, the start of a digital transformation program which would take several years to successfully deliver. The project was six weeks long, and asked the team to concept, design, and build a functional HTML prototype for a new site and booking system. Each week long sprint focused on a unique user journey for either a business or leisure customer, with new features or updates being added into the build each sprint. The success of this work went on to kickstart a complete site redesign, and separate app design project. 

When the opportunity came to work on a new app for Cathay Pacific, I leapt at the chance. This project was run as a large agile project, with a tech team based in Hong Kong and supported by experts from the development platform - Kony. This tool was used to enable a 'build once - deploy everywhere' process. 

Initially the experience / design team was based in the UK, but quickly split to have teams sitting in both London and Hong Kong. My role was as the sole UX designer in the Hong Kong team. A global split was a new setup for the team, and adapting our process and ways of working was key to the success of the project. After trying a continuous working day and split stories, the team settled on a mixed approach which enabled the sprints to effectively deliver new features every two weeks. 

The app itself saw the team undertake booking, management and loyalty journey's, but one of my favourite features was a new flight status system. This started as a visual update, but primary research uncovered insight that the current status only had three results, 'Not yet departed', 'Departed', and 'Arrived' - this simply didn't help customers in situations such as a delayed flight. I worked closely with Business Analysts and the Product Owner to develop a new way to generate and present flight information with additional status's, which was communicated in a friendly sentence. The direct insight from customer experience led to an innovative solution that offered significant value for customers. 

I ended up working with the client team in Hong Kong for 6 months, experiencing the full design and development from initiation through to MVP launch. However, the amount of design work we completed kept the development team busy for many months after I left

Parts of this project have since been updated. 


Virgin Atlantic

As one of my first roles as a pure UX designer, I worked in a large team at DigitasLBi to develop new features for the Virgin Atlantic site and to craft functionality to enable global platform rollout. This included enhancements to the customer booking journey to support partner airlines, and various payment solutions which are supported globally. This was run as an agile project with both design and tech teams. 

In addition to the web project, I spent 6 weeks developing a concept for the new Virgin Atlantic app. This project was initially run as an internal project, with the aim to gain client buy-in later on. Our team of 4 included Android and iOS developers who built ready-to-release apps within the six weeks. This was a very fast paced project, but working in a focused team enabled us to build some advanced transitions and animations that set the app apart from the competition, and delivered a true Virgin experience.

Parts of this project have since been updated.  



I joined BSkyB as a designer and part of the Product Design Development team, which allowed me to work on a variety of products including Sky Go, Sky+ and Sky Wifi across all platforms including web, iOS, Android, Xbox and PS3. When I started this role I focused on asset product and creating prototypes for lab based user testing. However, as I grew with the projects, I ultimately became the sole designer on several of these apps which required close work with dev teams to roll out the new UI for feature enhancements. I am particularly proud of a formula I created to define the minimum icon size for channel logos in the TV guide, which factored in minimum legible pixel size for any screen. This was a combination of visual acuity principles, distance and dpi calculations to enable global application.

One of my favourite projects was a concept innovation piece aimed at creating and validating concepts for the future of content discovery. This fast paced project saw our small team of four (one UX architect, one front end and one back end developer and myself as visual designer) take innovative concepts such as habit based recommendation, enhanced auto-record features and peer recommendations from concept to prototype stage. The concepts from this project are now scattered throughout the Sky app ecosystem and are even visible on the latest set top box, the Sky Q. 

Some of this work is no longer available.