Tim is a Partner at Foolproof, one of Europe’s largest experience design companies. He leads Foolproof’s Strategy & Planning practice, developing and deploying the company’s experience strategy framework, methods, and expertise across a range of global clients. As a UX strategist, he works with global brands such as Sony, Shell, HSBC, and Santander to map and understand their existing customer ecosystems and build their UX vision, roadmap, and KPIs to transform their businesses around the new breed of digitally connected customers. He has a degree in Information Technology from the University of Technology, Sydney. Tim is Vice President of the UK UPA.