Neil Berry
Experience Design Consultant at Direct Line Group, now Aviva.
Hi there! I'm Neil, Senior UX Designer, with over 15 years of experience turning customer insight into digital experiences that drive business results.At Aviva, I lead UX design for Commercial Direct, which covers van, landlord, and small business insurance. I focus on designing customer-centred digital experiences and strategies that drive self-service, reduce costs, and improve satisfaction.I am passionate about creating simple and intuitive experiences that make customers' lives easier while delivering measurable value for the business.My background spans financial services, charity, and logistics. I have delivered everything from secure authentication flows for banks to launching self-service websites that empower customers to get support and manage their policies independently, reducing call volumes and driving engagement. I also improve conversion across insurance quote and buy journeys through data-driven design, experimentation and usability testing insight.
Core strengths
I'm a natural collaborator across multiple squads
I collaborate well with cross-functional teams - engineers, content & product - to ensure solutions are desirable, feasible and viable.
I solve problems & drive commercial outcomes
A proven track record of delivering impactful, customer-centric designs that solve complex problems and drive commercial outcomes.I prototype, test and learn quickly and validate hypotheses.
I'm skilled at leading research
I use data, customer insights & creativity to solve real problems, showing the value design delivers to the business.Expertise with running live A/B experiments to deliver better outcomes.
Experience
| Year | Role / Company |
|---|---|
| 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 |
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, Logistics UK and GE.I live in Tunbridge Wells, Kent with my wife (and fellow UXer), Christine, and our young son.
Build the right things and build them right
Neil customer testing at DLG's in-house UX research facility.
Work
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.
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.
Using a combination of data analysis and customer testing, I redesigned the Trust Account platform, increasing CAF's donations by 26%
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.
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.
Contact me
Looking to collaborate or have a question?Feel free to write to me using the form below. I read and reply to all my emails.