About
I design complex software so it feels easy to use — especially where people rely on data to make fast, high-impact decisions.
For the past 8 years at Rakuten Advertising, I've worked on large-scale internal platforms used by thousands of advertisers, publishers, and account teams. Since these systems are built around large datasets, detailed reporting, and multi-step workflows, they can easily become slow, confusing, or overly technical — adding friction where users need to make vital decisions.
It's my role to remove this friction.
I take tools that require expertise and redesign them so users can understand what they're seeing, find the information they need quickly, and act with confidence — without any second-guessing.
In practical terms, this includes:
- Simplifying dashboards and reporting tools
- Designing search experiences that don’t require technical knowledge
- Making complex concepts (like marketing attribution) clear and usable
- Reducing reliance on support teams by improving usability
If you're building products, services, or workflows for people who know exactly what they want (and won't tolerate anything that slows them down), that's the kind of project where I thrive — and what I want to work on next.
Where I add value
8+ years in enterprise UX
Designing enterprise UX for data-heavy products, with experience across product design and user behaviour.
Usability & clarity
Strong focus on usability, clarity, and fast, confident decision-making.
Designing at scale
Experience designing tools used at scale, by thousands of users.
Technical domains
Comfortable working in complex, technical domains.
Cross-functional
Collaborative across product, engineering, and commercial teams to ship usable solutions.
What colleagues say
Tom hugely contributed to our project's on-time release — always available for questions, demos, and meetings when needed. His early involvement in design reviews meant issues were caught before QA, saving significant time. He also helped triage bug tickets, offering clear UX perspective on severity and priority right up to release day.
I just wanted to acknowledge the work you've done taking the initiative to redesign a core feature for scalability, and coordinating across teams to leverage that into new capabilities. Keep up the great work!
Outside of work
I enjoy being outside. I find it helps me mentally unload, and it throws up all sorts of thoughts and ideas along the way.
In particular I enjoy running, hiking and seeing the world — travelling to places and trying my hardest to experience the real culture of somewhere rather than the version put on for visitors.
Running
838km
ran in the last 365 days
