Lewis Royal is an experienced Product Design Leader based in Bristol

Senior Product Design Leader with 15+ years of design experience, including 7 years leading and coaching high-performing design teams in product-led technology companies.

Design Leadership

Track record of leading with transparency and candour to raise design quality output, while setting design vision and strategic direction across complex domains.

Design execution

Hands-on leader comfortable operating in ambiguous problem spaces, from early discovery to execution.

Cross-functional partner

Strong partnerships with Product and Engineering to deliver high-quality, customer-centred experiences with measurable business impact.

Recent experience

Jun 2022 - present

Leading AI-native design for HubSpot's marketing email and messaging SaaS products.

Aug 2021 - May 2022

Improving the driver experience for the startup disrupting the parking industry.

Jun 2016 - Jul 2021

Leading eCommerce design for the worlds leading home technology brand.

Creating engaging websites for SMEs, startups and charities across the UK.

Show full work history

15 years experience in design

Featured work

Product recommendations tool

Dyson

A fast-loading wizard to help users customise a Dyson styler unique to their hair type.

Basket page redesign

Dyson

Focussed project to increase progression through to the Dyson checkout and increase overall conversion.

Comparison table

Dyson

A responsive table to help Dyson purchasers compare and choose the right product range for their needs.

Sign up journey refresh

Hozah

UI refinement to increase overall progression through Hozah's parking payment sign up journey.

Mobile parking payments

Hozah

A simple web app to enable drivers to make a fast, one-off payment for their parking.

Gym website redesign

Sweatbox

Bold web presence for one of Bristol's best-loved gyms, including a simple class booking system.

Skills & Strengths

Design Leadership

People management, coaching, design quality, vision-setting and product strategy.

Product Design

End-to-end discovery, problem definition, solution validation and Engineering collaboration.

Craft & Taste

Advocate for implementing regular design critiques to encourage organic learning

Systems & Scale

Design systems, process and efficiency improvements.

Collaboration

Cross-functional partnership, workshop facilitation and stakeholder communication.

Request a case study

If you're interested in seeing some of my previous work, please get in touch to request a case study.

Get in touch

What I do

Research

Interpreting data

Light usability testing

Surveys

UX Design

Personas

Journey maps

User flows

Information architecture

Wireframes

UX copy intent

Accessible content structure

Visual Design

UI Design

Hierarchy

Colour

Type scales

Spacing scales

Composition

Prototyping

Interaction Design

Visual accessibility

Design Systems

UI library creation

Written principles

Design variables

Design + Code alignment

Code

HTML/CSS

Accessibility best practices

Design docs for developers

Visual Quality Assurance

Ideologies and interests

Design Systems

Creating pattern libraries with supporting documentation and code examples

Communicating design system principles to ensure consistency across multiple design and development teams

Accessibility

Experience designing experiences accessible to standard WCAG 2.1 (AA)

Educating designers on how to create accessible designs

Understanding code practices and being able to QA check

Design team coaching

One-to-one coaching, including critiques, goal-setting and performance management

Advocate for implementing regular design critiques to encourage organic learning

User-centred design

Experience prototyping for, observing and ideating from usability trials

Iterative design process based on data and insight

Reconciling business and user needs to help define a product roadmap

Lean UX and Agile

Working in multi-disciplinary teams using agile methodologies

Using both Scrum and Kanban frameworks to deliver projects

Coaching and training design teams on how to apply agile thinking to design processes

Teaching designers code

Believe in the value of designers understanding how the end product words, in order to create

© Lewis Royal 2025