Dave Patterson, Designer in Reading, United Kingdom
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Dave Patterson

Verified Expert  in Design


Reading, United Kingdom
Toptal Member Since
July 29, 2020

Dave is a designer with 20 years of experience and deep expertise in digital strategy, UX design, and project management. He has worked for a diverse range of commercial clients, including HSBC, Pfizer, Bupa, and Yahoo!, and for many not-for-profit organizations, including Survival International, UNISON, and the UK Department for Education. As a seasoned practitioner, Dave brings strong commercial instincts and interpersonal skills to his work.


Work Experience

Digital Strategist and User Experience Consultant

2017 - PRESENT
  • Led a digital transformation project for the FDA (a trade union in the UK). Guided the development of the organization-wide strategy that included acquisition, engagement, and retention of members and rethinking the entire digital user experience.
  • Delivered a major overhaul of all digital channels for MIP, a division of the largest UK trade union, UNISON. Redesigned the company's digital user experience and digital membership engagement and set their overall digital strategy.
  • Redesigned the donation process for Survival International, an international campaigning charity. The project included extensive interrogation of analytic data to understand current user behavior across different regions and countries.
Technologies: Google Data Studio, Hotjar, Google Analytics, Axure, User Experience (UX), UX Design, Conversion Rate Optimization (CRO), Digital Strategy, Agile Project Management, UX Audits, User Research, Google Optimize, Search Engine Optimization (SEO), Semrush, SEO Audits, Digital Marketing, Sales, Paid Media, Social Media Marketing (SMM), User Onboarding, Content Marketing, User Testing, Website Audits, Healthcare

Business Director, Digital Strategy

2014 - 2017
Mirum Agency (WPP)
  • Led a successful bid to win a strategically important new account with HSBC’s commercial bank and developed a digital strategy for them.
  • Played a key role in winning a multimillion-pound service design program for a global insurance client and developed its digital strategy.
  • Developed the marketing strategy for HeathWallace, including the creation of a new financial services-focused insights unit.
  • Created a highly successful new proposition focused on emerging technologies, such as augmented reality, artificial intelligence, and messaging services.
Technologies: Google Analytics, Google Data Studio, Semrush, Adobe Photoshop, Axure, Search Engine Optimization (SEO), User Experience (UX), UX Design, Pharmaceuticals, UX Audits, Digital Strategy, Financial UX, User Research, Google Optimize, Insurance, Sales, User Onboarding, Banking & Finance, Multilingual Design, Content Marketing, Commercial Banking, User Testing, Website Audits

Senior UX Program Manager

2011 - 2014
  • Led a team of up to 10 UX consultants and designers to deliver a global program to redesign the interface for HSBC's application processes across all retail banking websites. Provided UX direction for teams across the globe.
  • Headed up a multimillion-pound program to implement a new set of standards in UX and design across retail banking websites for HSBC throughout the Asia-Pacific region (16 countries).
  • Designed, implemented, and refined a consistent UX and design process across multiple projects for HSBC in the UK and later extended across other parts of HSBC and other HeathWallace clients.
  • Integrated SEO and social media into the UX practice at HeathWallace, ensuring a coherent end-to-end journey for users and, consequently, a maximum return on any digital investment by clients.
Technologies: Google Analytics, Axure, User Experience (UX), Digital Strategy, UX Research, UX Audits, Agile Project Management, SEO Tools, Pharmaceuticals, Financial UX, Banking & Finance, Digital Banking, Insurance, User Flows, Sales, User Onboarding, Multilingual Design, Content Marketing, Commercial Banking, User Testing, Information Architecture (IA), UX Design

UX Design Manager

2009 - 2011
Refresh Wellbeing
  • Managed a mixed team of staff, contractors, suppliers, and client-side teams, at times developing the account at a strategic level and, at other times, providing hands-on UX leadership, content strategy, and design direction.
  • Delivered two closed-loop marketing portals for Boehringer Ingelheim across Europe. Defined and delivered the information architecture and UX for both.
  • Implemented an innovative Pan-European digital media campaign for Pfizer’s Lipitor, the largest prescription drug brand in the world. Received excellent feedback from the client throughout the campaign.
  • Delivered a Pan-European digital program across 11 countries for Aricept, another major Pfizer Brand. Served as the user experience, project management, and, at times, creative lead for the project.
Technologies: Axure, User Experience (UX), UX Design, Information Architecture (IA), Digital Strategy, Agile Project Management, UX Audits, User Flows, Sales, User Onboarding, Multilingual Design, Healthcare

Sales and Marketing Director

2009 - 2009
DVA Digital
  • Introduced SEO, pay-per-click (PPC), and UX design as new service offerings to leverage the new web development business. Introduced a new project management process and standardization of documentation to facilitate these new service offerings.
  • Secured relationships with existing clients and revived a key account.
  • Implemented and managed PPC and SEO campaigns for several key clients, including G4S.
  • Introduced new sales processes, including implementation of a new CRM system to help assess and prioritize leads and track the company’s sales pipeline.
  • Delivered three large direct marketing campaigns that generated substantial new leads within my first three months at the company.
Technologies: Pay-per-Click (PPC), Adobe Photoshop, Google AdWords, Search Engine Optimization (SEO), Agile Project Management, Sales, Digital Marketing, Digital Strategy, User Onboarding, User Experience (UX), UX Design

Head of User Experience and Project Management

2005 - 2009
  • Managed a key department of project managers and UX specialists who delivered UX, SEO, and analytics work for major clients, including Fidelity, Wyeth, and Telstra International, and provided a significant share of overall revenue.
  • Embedded UX into the project process and introduced new documentation, including functional specifications, project briefs, and user journeys.
  • Designed a new booking process for the Ramada Jarvis website, creating complex workflows, wireframes, and technical specifications. The new process increased conversions by more than 50%.
  • Redesigned the consumer portal for SMA Nutrition, part of Wyeth Pharmaceuticals. Developed a complementary communication strategy to support parents at different stages of parenthood.
Technologies: Adobe Suite, Visio, User Experience (UX), UX Design, Web Project Management, Paid Media, User Onboarding, Information Architecture (IA)

Senior User Experience Consultant

2003 - 2005
  • Served as the lead UX consultant on a project for the Department of Education (DfEE), defining an information architecture for a school portal and amalgamating more than 100 separate websites.
  • Conducted user testing, heuristic reviews, card sorting, and workshops for clients such as MORE THAN insurance and French Connections holiday rentals.
  • Beat three larger agencies, winning the contract to design and develop a content-managed website for Skills Active, one of the UK's government-funded Sector Skills Councils. Worked in partnership with a technical consultant to win the contract.
Technologies: Visio, Adobe Suite, SEO Audits, Paid Media, User Onboarding, User Testing, Information Architecture (IA), User Experience (UX), UX Design

User Experience Consultant

2002 - 2003
  • Managed and aggregated client requirements from a diverse range of departments throughout Europe and implemented them through a large team of developers in the UK and India.
  • Wrote functional specifications and all aspects of information architecture, user interface design, and testing. Assisted in implementing measures to drive traffic and increase usage.
  • Analyzed Yahoo!’s vast array of data and research to support recommendations to the client.
  • Managed a complex client relationship with multiple stakeholders in the US and Europe, and a three-way vendor agreement between, Yahoo!, Tibco, and Tata.
Technologies: Visio, Adobe Suite, SEO Audits, User Onboarding, Multilingual Design, User Testing, Information Architecture (IA), User Experience (UX), UX Design
1992 - 1995

Bachelor's Degree in History

University of Sheffield - Sheffield, England


Marketing Excellence Awards Nominee

Chartered Institute of Marketing


Best Business Transformation (Website)

Sitecore Annual Awards


Best Financial Services Site

Sitecore Annual Awards


Axure RP Pro, Google Analytics, Hotjar, OptimalSort, Google Optimize, Adobe Photoshop, Adobe, Visio

Industry Expertise

Banking & Finance, Healthcare, Pharmaceuticals, Insurance, Healthcare Media


Axure, Adobe Suite


Charity, CSS, HTML


Search Engine Optimization (SEO), Commercial Banking, UX Design, Multilingual Design, User Onboarding, On-page SEO, UI Audits, UX Audits, Website Audits, User Flows, Web UX, SEO Audits, Digital Strategy, User Experience (UX), User Testing, User Research, UX Research, Sales, Digital Marketing, Conversion Rate Optimization (CRO), Financial UX, Digital Banking, Google Data Studio, Pay-per-Click (PPC), App UI, App UX, Designing for Data, Enterprise Software, Content Strategy, Business Analysis, Content Marketing, Donations, Paid Advertising, Trade Unions, Paid Search, Closed-loop Marketing, eDetail, Semrush, Google AdWords, Information Architecture (IA), Technical Architecture, Nonprofits, Financial Services, Social Media Marketing (SMM), User Acceptance Testing (UAT), Membership Sites, Banner Ads, Paid Media, Rx, Agile Project Management, Web Project Management, Agile UX, SEO Tools

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