Adam Gray
Senior Product Designer @GWI
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WORK HISTORY
Senior Product Designer @GWI
GWI is a B2B market intelligence platform used by enterprise clients including Amazon Ads, Disney, Uber Ads, Burson, and WPP to build audience understanding and inform strategy.AI-driven design operationsBuilt an AI system that ingests product opportunities from documents, Figma boards, Slack, and call transcripts — scoring against business metrics and ranking by potential value, enabling the team to prioritise from highest value first for the first time. Built a companion research synthesis workflow that turns call transcripts and workshop boards into structured pain points, gains, and jobs-to-be-done in minutes. Built a working prototype in Claude Code and Next.js to demonstrate the concept. Established an agentic skill library and ways-of-working framework accessible by any team member.Platform design — Aurora (Spark, Crosstabs, Charts Lite, Rebasing)Led UX design for Rebasing — a complex data transparency problem where clients were misinterpreting market data because base population information wasn\'t surfaced clearly enough. Shipped Charts Lite (upsell journey), Crosstabs minimum sample size (expert-user feature), and global navigation updates following platform expansion. Help deliver an agentic discovery sprint with enterprise customers, synthesising call transcripts into structured insights.Design systemsAudited the GWI design system, identified highest-value gaps, and ran workshops to help the team self-organise around improvements.
EDUCATION
University of Derby
Bachelor of Arts, Graphic Design
University of Derby
BA Hons, Graphic Design
SKILLS
ABOUT ADAM GRAY
I design product practices end-to-end, from how opportunities get prioritised to how they reach users, with AI embedded throughout.At GWI I built an AI-powered design operations system that ingests product opportunities from scattered sources, scores them against business metrics, and synthesises user research in minutes. What used to take hours of manual effort now happens automatically. The team can compare opportunities like-for-like for the first time and prioritise from highest value first. I also shipped platform features across our AI tool Spark, data tools like Crosstabs and Charts, and complex technical features ike Rebasing, and helped deliver discovery sprint with enterprise clients including Amazon Ads, Disney, and Uber Ads.My design process runs across five domains: Planning (opportunity discovery and prioritisation), Discovery (user insights, research synthesis, as-is service blueprinting), Experimentation (ideation, prototyping, usability testing), Delivery (phased build with full journey design), and Monitoring (monitor value against success measures). AI sits across all of it, not as a productivity shortcut but as infrastructure for doing design work at a quality and pace that wasn\'t previously possible.Before GWI: ITV, NHS Digital, Oakbrook Finance, Yayzy, UNiDAYS, and enterprise clients including Barclays, GSK, Novartis, National Grid, and the Home Office. 20+ years across startups, government digital, financial services, broadcasting, healthcare, and SaaS.In 2019 I published \"Why the Double Diamond Isn\'t Enough\", a framework arguing for designer involvement beyond the prototype phase. It was picked up by UX Collective and has been widely read by practitioners.I\'m looking for Lead, Staff, or Head of Design roles where design has real influence over product direction, the complexity is genuine, and AI-native ways of working are expected rather than novel.
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