Andrew Tidy
Director of Research and User Experience Design @Brunswick Corporation
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WORK HISTORY
Director of Research and User Experience Design @Brunswick Corporation
IL, US
As the leader of digital product design for Brunswick’s marine and boating business units, I drive the vision and execution of best-in-class digital consumer experiences across a diverse portfolio of iconic marine brands. My focus is on delivering seamless, scalable, and human-centered solutions that enhance every touchpoint of the online journey—ensuring consistency, efficiency, and elegance across Sea Ray, Bayliner, Mercury Marine, and beyond.At the heart of this initiative is Archimedes, our enterprise-wide design system. Purpose-built to support multi-brand digital experiences, Archimedes enables true cross-platform cohesion by tightly integrating our modular component library with Adobe Experience Manager (AEM). Utilizing design tokens, Figma variables, and atomic design principles, we\'ve created a system that empowers designers and developers alike to build with speed, precision, and brand fidelity.This design system doesn’t just streamline workflows—it elevates them. It enables our teams to create adaptive, accessible, and brand-authentic interfaces that scale across platforms and audiences while maintaining a high bar for craft and usability.I lead a high-performing, cross-disciplinary team comprised of UX designers, visual storytellers, researchers, and prototypers. Together, we cover the full spectrum of the design lifecycle—from early discovery and user research (including both moderated and unmoderated usability testing) to high-fidelity design, rapid prototyping, and brand evolution. Our mission is to craft digital experiences that are not only visually compelling but also deeply intuitive and meaningful for our customers.Through a unified approach to user experience design and design systems thinking, we\'re transforming how consumers engage with Brunswick’s premium marine brands—bringing clarity, delight, and innovation to the boating journey.
EDUCATION
The Interaction Design Foundation
UX Management, Strategy and Tactics
ABOUT ANDREW TIDY
Dynamic User Experience Design leader with a proven record of building high-performing, globally distributed design teams and delivering customer-centric digital experiences at scale. I specialize in developing advanced design systems, applying design thinking methodologies, and leveraging data-driven insights to create intuitive, high-impact solutions that align user needs with strategic business objectives.With deep expertise in Human-Computer Interaction, I have shaped digital, e-commerce, and retail ecosystems for major brands including Sea Ray, Bayliner, Mercury Marine, Walgreens, Brother International, and United Airlines. I lead end-to-end product strategy—from concept through execution—by uniting design, engineering, research, and business partners within collaborative, measurable design frameworks that consistently drive performance.I translate customer behavior, market insights, and full-spectrum research into actionable design decisions that increase engagement, satisfaction, and revenue. My hands-on leadership approach ensures every solution is data-informed, scalable through robust design systems, and optimized for global consistency and long-term business impact.
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