An experienced, curious & versatile digital product designer.
Neil Berry is a Senior Product Designer with 15+ years UX experience across insurance, financial services, charity and logistics. He specialises in understanding customer needs to create superior experiences that solve challenges and drive results.
Some of my best work
Direct Line Group
Experience Design Consultant. 2021 - Current
2-Factor Authentication for CAF Bank's 16,000 customers to enhance security
I designed a Two-Factor Authentication (2FA) solution for CAF Bank customers, enhancing the security of their data and transactions.With £1.5 billion in deposits, the solution was integrated into key user journeys to ensure regulatory compliance, including sign-ups, payment authorisations, user management, login verifications, and settings.
Design and UX Recommendations
Customer Journey Mapping
Problem Solving and Analysis
Accessibility Expertise
Using a combination of data analysis and customer testing, I redesigned the Trust Account platform, increasing CAF's donations by 26%
| +26% in donations | 3,000 philanthropists | +£6.4m more than previous year |
Redesign provided expert guidance to individual donors, helping optimise their giving plans across the UK and internationally. This led to a 26% increase in donations to charities in 2021/22.Finalist at the UX UK Awards 2018 in the categories of Best User Experience and Best Impact on Business Goals.
Customer Research and Testing
Design and UX
Customer Journey Mapping
CRO
Increasing CADF customer donations by 8%
CAF American Donor Fund (CADF), a leading platform in offering philanthropy services for dual UK and US taxpayers. A smart, tax-effective way to achieve greater impact with customers' philanthropy.More than $1 billion donated since its creation. My UX improvements increased the amount of donations reaching charities around the world.
Customer Research and Testing
Design and UX
Customer Journey Mapping
CRO
| Total donations into the fund in 2019/20 reached £79.5m | High-net-worth customers |
Increasing CAF's donations by 15% and sign-in rate to their giving account
CAF's Charity Search is the first step of their digital donation journey, allowing customers to discover 170,000 verified UK charities. A fast, simple way to find the causes they care about.
| Record £714m from donors in 2019/20 | +£15% on the previous year |
Driving a 10% growth in digital analysis in the first year
| 10% growth in digital analysis | 5% increase in income during first year | iOS and Android app design |
Designing Logistics UK’s cutting-edge compliance platform enabling 17,000 member organisations to manage their driver and fleet compliance via a single portal. Resulted in a 10% growth in digital analysis in the first year.
Also at Logistics UK:
Designed and built customer facing website
Redesign of their e-commerce site
Mobile app for the logistics industry during London 2012 Olympic and Paralympic Games
About me
I'm Neil Berry, a curious and multi-disciplinary product designer with over 15 years of experience designing and building digital products for web and mobile.
My passion for design and creation started at university in 2003, where I built my very first website and began to teach myself how to code to bring my ideas to life. Design is at the heart of creating engaging and user-centred digital experiences. It didn't take me long to realise it drives business success too. I'm deeply passionate about the creative process and love understanding user goals, motivations, and pain points and using this knowledge to inform my design decisions.With a strong blend of UX and front-end skills, I've held various design roles in companies like Direct Line Group , Charities Aid Foundation - who send over £800m to charities each year, Logistics UK and GE.I live in Tunbridge Wells, Kent with my wife (and fellow UXer), Christine, and our young son.
| Experience | |
|---|---|
| 2021 — Current | Experience Design Consultant — Direct Line Group |
| 2016 — 2021 | Senior UX Design Manager — Charities Aid Foundation |
| 2008 — 2016 | Senior UI/UX Designer — Logistics UK |
| 2003 — 2008 | Web Developer / Designer — GE Capital Aviation Training |
👋 You can follow or contact me on LinkedIn.
Neil customer testing at DLG's in-house UX research facility.
Get in touch
I'd love to hear from you and discuss how my UX design expertise can help you achieve your business goals.
Designing 2-Factor Authentication for CAF Bank's 16,000 customers to enhance security
The two-factor authentication (2FA) project for CAF Bank had one clear goal: create a secure, seamless, and intuitive login experience that users can trust and navigate effortlessly. From my perspective, this project wasn’t just about adding another layer of security—it was about making users feel confident, empowered, and supported throughout their digital interactions.In doing this, we needed to:1. Deliver security that feels effortless
Security is crucial, but it shouldn’t feel like a roadblock. Our aim was to make 2FA a natural part of the login process, ensuring that users didn’t need to sacrifice their time or focus for peace of mind. Each step had to be clear, quick, and instinctive.2. Make accessibility a core priority
Many CAF Bank customers work in non-profits or charities, where roles are diverse, and tech-savviness varies. The 2FA flow needed to be intuitive for everyone, regardless of their digital experience or device. We focused on creating accessible, easy-to-follow steps that all users could understand.3. Create a consistent experience across devices
Users access their accounts from various devices, so we aimed for a consistent 2FA experience, whether they were on a laptop in the office or a phone in the field. This meant designing adaptable layouts and considering all touchpoints to make sure it felt smooth and reliable.4. Build trust through transparency
Security features can sometimes feel mysterious or even intimidating. To counter this, we focused on transparency—clearly explaining why each step was necessary and how it was protecting the user. Our goal was to make users feel informed, not overwhelmed.Our vision was to make two-factor authentication feel like an integrated, supportive layer in the user journey. By focusing on security, usability, and transparency, we aimed to design an experience that felt safe and straightforward, helping CAF Bank’s clients focus on what truly matters—making a positive impact.