Andraé Alexander

London, UK 

Download CV [PDF]

Profile

A strategic designer, systems architect, and operations lead transforming complex services into simple experiences people trust.

Proven track record across global retail data platforms, media, and regulated financial services, building the content models, architecture, frameworks, and standards that help teams deliver across apps, web, and email.

Impact includes reducing customer processing time by 70%, architecting services across 10K+ pages, and establishing the content design systems and guardrails that enable teams to deliver AI-assisted services.

Known for bridging the gap between compliance and design, championing design standards from architecture to microcopy, and cross-functional collaboration that drives measurable delivery at scale.

Ex-BBC, Smart Pension, and Royal London. Currently at dunnhumby.

Impact

✅ Smart Pension | Led cross-squad design operations and intake processes to support 1.5m members, standardised delivery to regulatory requirements across global product teams, reducing user processing time by 70%.

✅ Royal London | Designed Consumer Duty-compliant insurance journeys for vulnerable customers, developing patterns that balanced regulatory requirements with empathetic, frictionless experiences.

✅ BBC | Led service design transformation for a 10k-page internal platform serving 20K+ employees. Established operational frameworks and training for 300+ editors, reducing onboarding from weeks to 2 days.

✅ Smart Retire | Diagnosed product roadmap misalignment through service design thinking and user research, pivoting from features to structural IA and design improvements that increased comprehension and prevented £300K+ in costs.

✅ dunnhumby | Developed semantic frameworks, AI-enabled workflows, and quality guardrails, aligning design operations with solution architecture, data science, and engineering.

Skills

Strategy

  • DesignOps leadership
  • Product vision and roadmap development
  • Stakeholder negotiation and alignment

Discovery

  • User and industry research
  • Comprehension testing and data analysis
  • Workshop design, facilitation and co-creation
  • Service blueprinting, journey and user flow mapping

Systems

  • Taxonomy and metadata management
  • Discovery and term store management
  • Tooling evaluation and operations

Delivery

  • Change management and training
  • Design and content system governance
  • AI frameworks and prompt engineering
  • String development and management

Current role

Senior Content Designer (Design systems and operations)

dunnhumby (Feb 2025 – Present)

Leading content design for customer-facing notifications and in-product experiences across a global retail platform.

  • Stateful notification systems
    Architecting a cross-platform notification framework across mobile, web, and email, mapping 140+ job stories to temporal triggers, roles, and personalised engagement signals. Partnering with Product Design to align interactions to the global design system.
  • AI governance and semantic guardrails
    Partnering with Data Science to define and align quality guardrails for LLM-assisted services, preventing AI hallucination for high-stakes retail data use cases.
  • Knowledge engineering and taxonomy
    Developing semantic frameworks, schemas, and taxonomies that allow content to work intelligently across AI-assisted services, including conversational interfaces.
  •  

Previous experience

Senior Digital Content Designer

Royal London (May 2024 – Dec 2024)

Designed content experiences for product journeys, helping customers navigate complex financial decisions.

  • Strategic alignment
    Unified fragmented initiatives into a coherent proposition and information architecture, using Optimizely data and user research to resolve journeys and terminology.
  • Content patterns
    Developed modular content patterns for insurance products, improving how customers find, understand, and navigate services.
  • Regulatory compliance
    Developed Consumer Duty-compliant patterns for vulnerable customers, ensuring friction-free, supportive pathways.
  •  

Lead Content Designer

Smart Pension (Jan 2023 – Feb 2024)

Led content design for pension contribution and income products, supporting customers with high-stakes learning and decisions.

  • Product development
    Designed mobile-first, end-to-end pension journeys for contribution and income experiences. Developed conditional user flows and content patterns around tax, investments, and risk, improving comprehension and reducing customer processing time by 70%.
  • Cross-functional collaboration
    Developed rituals and assets across Design, Compliance, and Engineering, including intake workflows, requirements and acceptance criteria mapping, crits and gate reviews to scale consistent delivery, handover, and iteration.
  • Design leadership
    Mentored content designers across product squads to elevate team craft, established content career progression pathways, and coordinated team capacity frameworks. 
  •  

Senior Content Designer

Smart Pension (2022 – 2023)

Owned content design for a retirement income platform.

  • Strategic intervention
    Diagnosed and pivoted a proposed product tour using root cause analysis and research-validated content design. Redesigned architecture, UI and microcopy that prevented £300K+ in costs across engineering, compliance, and procurement teams.
  • Hypothesis-driven design
    Redesigned information architecture and content patterns for pension drawdown experiences, improving customer comprehension. Designed microcopy and guidance, making high-stakes financial concepts accessible to vulnerable customers.
  • Scalable foundations
    Established content standards and progressive disclosure patterns that balanced FCA compliance with user experience, reducing customer friction points.

Content Producer (Service design and architecture)

BBC (2017 – 2021)

  • DesignOps and community building
    Developed onboarding programs, mentorship frameworks, and governance standards for 300+ editors, reducing training time by 50%. Established operational workflows, tech stack integration (iSite CMS, Trello, Slack), and developed a custom performance platform.
  • Service design
    Created service blueprints and journey maps, consolidating customer touchpoints and operational processes across fragmented departmental silos (HR, Production, Procurement, Legal) to improve satisfaction by 20% year-on-year.
  • Scalable foundations
    Developed template-driven workflows, metadata management, and operational frameworks that enabled scalable, consistent service delivery, transforming departmental pages to task-based services.

Tools

Design

Figma, Miro

Analysis

Fullstory, Optimizely

Operations

Jira, Airtable

Documentation

Confluence, Dovetail, Zeroheight

Education

MSc Marketing (with Merit)

Brunel Univeristy

BA (Hons) Law with Publishing and Media (2.1)

Middlesex Univeristy

Shopping Basket