Design leader and UX specialist.
Hello.
My name is Fred Pensom.
I'm a design leader specialising in transforming how organisations operate at scale. Over 25 years, I've built high-performing design functions, established systems that enable teams to move faster without losing coherence, and embedded design as a strategic business capability.
I don't just improve design output, I create the operating models, shared platforms, and team structures that allow design to drive real business impact. I did this most recently at Spirax Group where I created DesignOps practices, launched a design system, and developed Group-wide digital innovation framework.
I'm drawn to strategic design leadership roles where I can establish scalable design foundations within complex, regulated organisations, helping them modernise their digital experiences while embedding design thinking across the business.
What I Focus On
My work sits at the intersection of design leadership, systems thinking, and organisational change. I typically help organisations:
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Establish and scale DesignOps capabilities
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Create design systems and shared platforms
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Align teams around experience strategy
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Connect digital products with service and operational systems
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Build design teams that influence product and business strategy
Design Ops
I design the environment that allows design teams to scale effectively - to collaborate better, reduce duplication, and deliver consistent experiences across products and platforms.
UX Strategy
I translate organisational vision into actionable experience strategy, aligning customer needs, business goals, and technology capabilities.
Team Coaching
I mentor designers, establish design culture, and introduce collaborative practices that help teams grow in confidence, capability, and influence.
Transformation
I help organisations modernise their digital experiences by introducing scalable design foundations - design systems, shared platforms, and service thinking.