Squiz DXP
Senior designer for 5 years at Squiz. Unified 8 enterprise products into a single DXP, and built the government platform that saved £300M along the way.
What I built
Complexities
The Outcome
Content
Reflection
Squiz sold a suite of enterprise digital experience tools, eg Funnelback for search and analytics, Matrix for CMS, and several other products. Each was sold and used independently.
The problem: customers would buy one tool and never realise the others existed, or never understand how to use them together. The full value of the suite was invisible from inside any single product. Adoption stalled. Revenue per customer was capped. And users in government, fintech, and higher education worldwide were doing more manual work than they needed to.
As Senior Product Designer, I led the strategy and design to consolidate all eight products into a single Digital Experience Platform, one coherent interface where every capability was accessible, discoverable, and interconnected.
My work spanned the full scope: information architecture for the unified platform, navigation design that made eight products feel like one, onboarding flows that helped new customers understand the breadth of what was available, and the cross-product interaction patterns that made switching between tools seamless.
The goal wasn't technical unification alone. It was cognitive unification — making a complex enterprise suite feel learnable to a government CIO, a university IT director, or a bank's digital operations team.
Consolidating eight products designed by different teams, at different times, with different conventions and user bases is information architecture at scale. Every decision about what goes where has implications for every product simultaneously.
The political challenge matched the design challenge: each product had its own team, its own roadmap, and its own stakeholders with strong opinions. Navigating that — and designing something everyone could accept, required as much facilitation as design craft.
The consolidated DXP launched and changed how Squiz customers experienced the product suite. Users who had only ever used one tool began discovering and adopting others, which was the commercial and UX goal from the start.
Two significant projects emerged directly from my time at Squiz: the myHub government platform, which saved the UK Government over £300 million, and the Santander search engagement. Squiz was the environment where I developed the pattern of work that defines everything I've done since.