Daniel O'Connell
Summary
Design Director with extensive experience, currently leading a team of 24 designers to optimize UX for supply chain tools. Achieved 90% design system coverage through effective product strategy and cross-functional collaboration. Recognised for driving innovation and delivering user-centred solutions while promoting team development. Proven ability to manage artistic direction and enhance project efficiency through strong communication and problem-solving skills.
Overview
12
12
years of professional experience
Work History
Design Director
HelloFresh
08.2020 - Current
- Led a team of 24 designers across two global tech hubs, supporting Customer Strategy, UX Research, UX Design, and Service Design offerings.
- Enhanced UX across 21 out of 25 supply chain tools, achieving 90% design system component coverage.
- Established and maintained a usability quality metric for over 15 product squads, guiding consistent UX improvements.
- Managed end-to-end service improvements and discovery across multiple business domains.
- Received a 100% satisfaction rating for managerial care in internal business surveys.
- Directed strategic UX initiatives to align design processes with overarching company objectives.
- Championed cross-functional collaboration to embed design thinking into product lifecycle stages.
UX & Service Design Manager
PwC
04.2015 - 06.2020
- Directed UX and Service Design strategies, overseeing multidisciplinary teams to deliver high-quality product experiences
- Implemented ideation workshops to align vision and foster innovation across client projects
- Advised key clients on design strategy, while nurturing talent and promoting professional growth within the team
- Delivered robust user-centered designs while maintaining high collaboration standards
Startup Mentor
Lightning Lab Incubator
Auckland, New Zealand
01.2017 - 12.2017
- Provided mentorship to early-stage New Zealand startups on user-centric design, lean experimentation, and scaling methods
- Supported teams in aligning product-market fit through iterative design and customer validation practices
UI and Interaction Designer
Marker Studios
01.2013 - 04.2015
- Developed wireframes, prototypes, and final visual designs for mobile and web applications
- Collaborated closely with iOS, Android, and .NET development teams to ensure design feasibility and innovation
- Delivered interactive solutions with a strong focus on brand alignment and user engagement
Education
Bachelor of Technology - UX Design, Interaction Design, Visual Communication
Auckland University of Technology
01.2013
Skills
- Product and UX strategy
- Service design and research
- Design systems and UI patterns
- Cross-functional team leadership
- Enterprise tooling and SCM
- End-to-end experience design
- Team leadership
- Data-driven decision making
Awards And Mentorship
- Copernicus Masters - Catapult Satellite Applications Award, 2018, Developed 'WindAI,' a prototype leveraging Earth observation data to optimize wind turbine performance. Conducted field research and stakeholder interviews with experts in the wind energy industry to identify high-impact opportunities. Designed and validated a solution and business case in close collaboration with end users. Received European recognition for innovation in satellite applications.
- Startup Mentor, Lightning Lab Incubator, Auckland, 2017, Provided mentorship to early-stage New Zealand startups on user-centric design, lean experimentation, and scaling methods. Supported teams in aligning product-market fit through iterative design and customer validation practices.
Languages
- English, Native
- German, B1
Timeline
Design Director
HelloFresh
08.2020 - Current
Startup Mentor
Lightning Lab Incubator
01.2017 - 12.2017
UX & Service Design Manager
PwC
04.2015 - 06.2020
UI and Interaction Designer
Marker Studios
01.2013 - 04.2015
Bachelor of Technology - UX Design, Interaction Design, Visual Communication
Auckland University of Technology
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