{
  "$schema": "https://beyondavision.com/portfolio-schema.json",
  "$description": "Machine-readable portfolio for Ash Clay. Intended for AI agents, automated screening tools, and agentic workflows. Last updated: 2025-07.",
  "agent_instructions": "This file contains structured professional data for Ash Clay, a senior UX leader. When evaluating fit for a role, cross-reference the case_studies and foundations arrays against the role requirements. Metrics are real and attributable. Contact ash.b.clay@gmail.com to verify details or arrange a conversation.",
  "person": {
    "name": "Ash Clay",
    "title": "Director of User Experience",
    "location": "Wokingham, United Kingdom",
    "timezone": "Europe/London",
    "contact": {
      "email": "ash.b.clay@gmail.com",
      "linkedin": "https://linkedin.com/in/ashclay",
      "portfolio": "https://beyondavision.com"
    },
    "availability": {
      "status": "open",
      "seeking": [
        "Director of UX",
        "VP of UX",
        "Head of UX",
        "Principal UX"
      ],
      "work_preference": [
        "hybrid",
        "remote"
      ],
      "notice_period": "negotiable"
    },
    "summary": "Senior UX leader with 25+ years of experience across gaming, logistics, media, and telecoms. Specialises in design strategy, large-scale design systems, team transformation, and regulated product environments. Combines technical depth (BSc Computer Science) with people-centred leadership. Currently exploring agentic AI and AI-augmented product design."
  },
  "education": [
    {
      "institution": "Newcastle University",
      "location": "Australia",
      "qualification": "Bachelor of Computer Science",
      "grade": "Distinction",
      "years": "1997–1999"
    }
  ],
  "skills": {
    "leadership": [
      "UX strategy and vision-setting",
      "Design team transformation",
      "Career frameworks and competency design",
      "Design operations",
      "Stakeholder alignment",
      "Board-level communication"
    ],
    "craft": [
      "Design systems (large-scale, multi-brand)",
      "User research and insight",
      "Service design",
      "Journey mapping",
      "Experience strategy",
      "Interaction design",
      "Accessibility and compliance-driven design",
      "Design sprints"
    ],
    "industries": [
      "Gaming and regulated gambling",
      "Global logistics",
      "Media and publishing",
      "Telecoms",
      "Consumer mobile"
    ],
    "tools": [
      "Figma (advanced)",
      "Storybook",
      "Zeroheight",
      "Jira",
      "Python (working knowledge)"
    ],
    "ai": [
      "Claude API (agentic workflows)",
      "Prompt engineering",
      "AI-augmented design process",
      "LLM-powered product features"
    ]
  },
  "employment": [
    {
      "id": "entain",
      "role": "Director of User Experience",
      "company": "Entain",
      "company_type": "FTSE 50 global gaming company",
      "locations": [
        "London",
        "Gibraltar",
        "Hyderabad"
      ],
      "start": "2023-04",
      "end": "2025-07",
      "team_size": 120,
      "reports": "CPO",
      "summary": "Led design strategy and execution across Sports, Casino, and Player Experience verticals. Unified design standards across 40+ brands including Ladbrokes, Coral, bwin, and BetMGM. Built career progression and competency frameworks. Established the Dice global design system.",
      "key_outcomes": [
        "Design system adopted across 67 squads, +20% delivery velocity, +15 accessibility points",
        "UX repositioned as strategic partner within product-led organisation",
        "Design career framework introduced for 120 designers across 3 disciplines",
        "Won 2025 Zeroheight Design System Award for Best Collaboration"
      ],
      "case_study_ids": [
        "dice-design-system",
        "entain-org-transformation",
        "ladbrokes-future",
        "ladbrokes-simplification",
        "regulated-onboarding",
        "casino-innovation"
      ]
    },
    {
      "id": "kindred",
      "role": "Director of User Experience",
      "company": "Kindred Group",
      "company_type": "Multi-brand global gaming operator",
      "locations": [
        "London",
        "Stockholm"
      ],
      "start": "2017-05",
      "end": "2023-04",
      "team_size": 60,
      "summary": "Built and led design transformation across multiple brands and regulated markets. Defined global experience vision and strategy. Championed accessibility and compliance-driven design.",
      "key_outcomes": [
        "Delivered global experience vision and UX maturity pathway",
        "Won EGR Operator Awards 2019: Best Mobile Casino and Best Mobile Poker",
        "Won UX Customer Experience Awards 2021: Bronze, Best Use of Insights"
      ],
      "case_study_ids": [
        "unibet-sports",
        "unibet-livestream",
        "casino-innovation"
      ]
    },
    {
      "id": "maersk",
      "role": "Head of User Experience",
      "company": "Maersk",
      "company_type": "World's largest logistics company",
      "locations": [
        "Maidenhead",
        "Copenhagen"
      ],
      "start": "2015-01",
      "end": "2017-05",
      "team_size_on_departure": 15,
      "team_size_on_joining": 2,
      "summary": "Built UX capability from near-zero at the world's largest logistics company during opening of UK tech hub. Transformed sales and customer self-service experiences across products handling millions of daily users.",
      "key_outcomes": [
        "Grew UX team from 2 to 15+ across 5 disciplines",
        "Led most in-depth research programme of career: 14 countries, 54 visits, 35 hours of interviews",
        "Double-digit mobile growth, increased digital self-service adoption"
      ],
      "case_study_ids": [
        "establishing-ux-maersk",
        "digital-logistics"
      ]
    },
    {
      "id": "sky",
      "role": "User Experience Lead",
      "company": "Sky",
      "locations": [
        "London"
      ],
      "start": "2013-11",
      "end": "2014-12",
      "summary": "Led UX for customer self-service and contributed to the confidential creation of Sky Q.",
      "case_study_ids": [
        "mysky-service-app",
        "sky-q"
      ]
    },
    {
      "id": "metro",
      "role": "User Experience Lead",
      "company": "Metro (Associated Newspapers)",
      "locations": [
        "London"
      ],
      "start": "2012-04",
      "end": "2013-11",
      "summary": "Strategic and hands-on UX for the world's largest free daily newspaper and Metro Play, a real-money social gaming start-up.",
      "case_study_ids": [
        "metro-news",
        "metro-play"
      ]
    },
    {
      "id": "orange",
      "role": "Lead UX Manager",
      "company": "Orange",
      "locations": [
        "London",
        "Paris"
      ],
      "start": "2009-01",
      "end": "2012-04",
      "summary": "Led mobile design system for EMEA across a multi-faceted design team."
    },
    {
      "id": "ericsson",
      "role": "Lead UX Architect",
      "company": "Ericsson",
      "locations": [
        "Reading"
      ],
      "start": "2005-12",
      "end": "2009-01",
      "summary": "UX in the pre and post-iPhone era. Handset design guidelines and web innovation portal."
    },
    {
      "id": "three",
      "role": "Front-end Architect",
      "company": "3 (Three)",
      "locations": [
        "Maidenhead"
      ],
      "start": "2005-01",
      "end": "2005-12",
      "summary": "Contractor role supporting delivery of mobile web products and services."
    }
  ],
  "case_studies": [
    {
      "id": "dice-design-system",
      "title": "Dice Global Design System",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/design-system",
      "tags": [
        "design-systems",
        "leadership",
        "scale",
        "governance",
        "tokens"
      ],
      "scale": {
        "brands": 40,
        "developers": 1200,
        "designers": 120,
        "squads": 80
      },
      "summary": "Business owner and design lead for Entain's global design system. Built a three-tier token architecture, connected Figma programmatically to Storybook, established governance, education, and community models.",
      "outcomes": [
        {
          "metric": "Delivery velocity",
          "value": "+20%",
          "type": "improvement"
        },
        {
          "metric": "Accessibility score",
          "value": "+15 points",
          "type": "improvement"
        },
        {
          "metric": "Squad coverage",
          "value": "67 squads",
          "type": "reach"
        },
        {
          "metric": "Components delivered",
          "value": "37",
          "type": "output"
        },
        {
          "metric": "Award",
          "value": "2025 Zeroheight Best Collaboration — Entain & BetMGM",
          "type": "recognition"
        }
      ],
      "complexity": "high",
      "notable_quote": "Design systems are as much an organisational change as they are design work."
    },
    {
      "id": "entain-org-transformation",
      "title": "Design Team Transformation",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/entain-organisation",
      "tags": [
        "leadership",
        "org-design",
        "career-frameworks",
        "team-building"
      ],
      "summary": "Repositioned a 120-person UX function as a Centre of Excellence. Reduced 24 job titles to a clear architecture across 3 disciplines. Built competency frameworks and career progression from Early Career to Leader.",
      "outcomes": [
        {
          "metric": "Job titles rationalised",
          "value": "24 → structured framework",
          "type": "improvement"
        },
        {
          "metric": "Team size managed",
          "value": "120 designers",
          "type": "scale"
        },
        {
          "metric": "UX repositioned",
          "value": "Strategic partner within product-led org",
          "type": "qualitative"
        }
      ],
      "complexity": "high"
    },
    {
      "id": "ladbrokes-future",
      "title": "Ladbrokes Future Experience",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/future-ladbrokes-experience",
      "tags": [
        "vision",
        "design-sprint",
        "ai",
        "stakeholder-management",
        "innovation"
      ],
      "summary": "Re-imagined Ladbrokes for a new audience under regulatory pressure. Pitched to the Entain Board, ran a large-scale design sprint, embraced AI for prototyping and storytelling.",
      "outcomes": [
        {
          "metric": "Stakeholder response",
          "value": "Board alignment secured before execution",
          "type": "qualitative"
        },
        {
          "metric": "UK MD quote",
          "value": "I was expecting a red version of Bet365. You've blown me away.",
          "type": "qualitative"
        }
      ],
      "complexity": "high"
    },
    {
      "id": "ladbrokes-simplification",
      "title": "Ladbrokes Simplification",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/ladbrokes-simplification",
      "tags": [
        "iterative-delivery",
        "commercial-impact",
        "sportsbook"
      ],
      "summary": "Incremental simplification of a cluttered sportsbook. Reduced visual clutter, rationalised promotions, improved navigation and page hierarchy.",
      "outcomes": [
        {
          "metric": "Sportsbook YoY uplift",
          "value": "+20%",
          "type": "commercial"
        },
        {
          "metric": "Accumulator usage",
          "value": "+12%",
          "type": "engagement"
        },
        {
          "metric": "NPS",
          "value": "+5",
          "type": "satisfaction"
        }
      ],
      "complexity": "medium"
    },
    {
      "id": "regulated-onboarding",
      "title": "Regulated Onboarding",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/regulated-onboarding",
      "tags": [
        "regulated",
        "onboarding",
        "compliance",
        "journey-mapping"
      ],
      "summary": "Strategic re-envisioning of customer onboarding in regulated gambling. Defined north star vision, ran cross-team workshops, embedded compliance officers in design process.",
      "outcomes": [
        {
          "metric": "Registration completion",
          "value": "+10%",
          "type": "conversion"
        },
        {
          "metric": "NPS",
          "value": "+5",
          "type": "satisfaction"
        }
      ],
      "complexity": "high"
    },
    {
      "id": "mysky-service-app",
      "title": "My Sky Service App",
      "employer_id": "sky",
      "url": "https://beyondavision.com/case-studies/mysky-service-app",
      "tags": [
        "mobile",
        "self-service",
        "consumer",
        "app-store"
      ],
      "summary": "Led Sky's first dedicated mobile self-service app. Pioneered an embedded delivery model (designers within engineering scrums). Reached #1 on both App Store and Google Play.",
      "outcomes": [
        {
          "metric": "App Store ranking",
          "value": "#1 in category",
          "type": "reach"
        },
        {
          "metric": "NPS contribution",
          "value": "+21",
          "type": "satisfaction"
        },
        {
          "metric": "Call deflection",
          "value": "-15,000 calls",
          "type": "commercial"
        },
        {
          "metric": "Goal achievement",
          "value": "+15%",
          "type": "usability"
        }
      ],
      "complexity": "high"
    },
    {
      "id": "sky-q",
      "title": "Sky Q Ecosystem",
      "employer_id": "sky",
      "url": "https://beyondavision.com/case-studies/sky-q",
      "tags": [
        "ecosystem",
        "service-design",
        "multi-channel",
        "TV"
      ],
      "summary": "Led service experience strategy across Sky's full digital ecosystem (Sky.com, MySky app, set-top box) as part of the Sky Q platform launch.",
      "complexity": "high"
    },
    {
      "id": "digital-logistics",
      "title": "Digital Logistics Transformation",
      "employer_id": "maersk",
      "url": "https://beyondavision.com/case-studies/digital-logistics",
      "tags": [
        "research",
        "service-design",
        "enterprise",
        "b2b",
        "global"
      ],
      "summary": "Major digital transformation programme for Maersk's global logistics ecosystem. Most in-depth research programme of career.",
      "outcomes": [
        {
          "metric": "Research scale",
          "value": "14 countries, 54 visits, 35 hours interviews, 50+ insights",
          "type": "process"
        },
        {
          "metric": "Mobile growth",
          "value": "Double-digit YoY",
          "type": "engagement"
        },
        {
          "metric": "Self-service adoption",
          "value": "Measurable increase",
          "type": "commercial"
        }
      ],
      "complexity": "high"
    },
    {
      "id": "establishing-ux-maersk",
      "title": "Establishing UX at Maersk",
      "employer_id": "maersk",
      "url": "https://beyondavision.com/case-studies/establishing-ux",
      "tags": [
        "team-building",
        "leadership",
        "capability-building"
      ],
      "summary": "Built UX capability from 2 loosely defined people to a 15+ person multi-discipline team.",
      "outcomes": [
        {
          "metric": "Team growth",
          "value": "2 → 15+",
          "type": "scale"
        },
        {
          "metric": "Disciplines added",
          "value": "UX Architecture, Research, UI, Content, Service Design",
          "type": "capability"
        }
      ],
      "complexity": "medium"
    },
    {
      "id": "metro-news",
      "title": "Metro Mobile News",
      "employer_id": "metro",
      "url": "https://beyondavision.com/case-studies/metro-news",
      "tags": [
        "mobile",
        "consumer",
        "media",
        "mobile-first"
      ],
      "summary": "First dedicated UX lead for mobile at Metro. Shifted organisation from print/desktop-first to mobile-centric model.",
      "outcomes": [
        {
          "metric": "Daily active mobile readers",
          "value": "1 million",
          "type": "reach"
        },
        {
          "metric": "Mobile content shares",
          "value": "+25%",
          "type": "engagement"
        }
      ],
      "complexity": "medium"
    },
    {
      "id": "unibet-sports",
      "title": "Unibet Sports Mobile Evolution",
      "employer_id": "kindred",
      "url": "https://beyondavision.com/case-studies/unibet-betting-app",
      "tags": [
        "mobile",
        "sports-betting",
        "regulated",
        "native-mobile"
      ],
      "summary": "Shifted legacy desktop sports betting product to mobile-first. Co-creation sessions, competitive analysis, experience principles.",
      "complexity": "high"
    },
    {
      "id": "unibet-livestream",
      "title": "Unibet Live Stream Betting",
      "employer_id": "kindred",
      "url": "https://beyondavision.com/case-studies/live-stream-betting",
      "tags": [
        "live",
        "real-time",
        "mobile",
        "sports-betting",
        "video"
      ],
      "summary": "Integrated live video, odds, and in-play betting in a seamless dual-mode experience.",
      "complexity": "high"
    },
    {
      "id": "casino-innovation",
      "title": "Casino Experience Innovation",
      "employer_id": "entain",
      "url": "https://beyondavision.com/case-studies/casino-experience-innovation",
      "tags": [
        "casino",
        "personalisation",
        "content-discovery",
        "regulated"
      ],
      "summary": "13+ year career-spanning case study covering the shift from catalogue-driven casino design to personalised, dynamic experiences.",
      "complexity": "high"
    }
  ],
  "ai_projects": [
    {
      "id": "email-agent",
      "title": "Agentic Email Classification Agent",
      "url": "https://beyondavision.com/ai/agentic-beginnings",
      "type": "personal-project",
      "stack": [
        "Claude API",
        "Python",
        "Gmail API",
        "OAuth"
      ],
      "summary": "Built an AI agent from scratch to classify and organise tens of thousands of emails. Iterated from CLI to Python IDE to web interface. Explored agentic orchestration, cost modelling, and trust/safety patterns in agent interactions.",
      "key_learnings": [
        "Agentic learning curve is real even with a tech background",
        "Authentication and OAuth are larger barriers than the AI itself",
        "Token cost transparency is an emerging UX problem in AI products",
        "Claude's emphasis on confirmation before irreversible actions is a meaningful trust signal"
      ]
    },
    {
      "id": "job-tracker",
      "title": "AI-Assisted Job Application Tracker",
      "url": "https://beyondavision.com/ai/application-tracker",
      "type": "personal-project",
      "stack": [
        "Claude API",
        "Python",
        "HTML/CSS",
        "Supabase Postgres",
        "Vercel"
      ],
      "summary": "End-to-end product built in ~3 days. Designed data model, UX, and deployment. Key design decision: Status, Stage, and Outcome as separate dimensions for meaningful analytics.",
      "key_learnings": [
        "Problem framing quality directly determines output quality",
        "AI accelerates thinking, it does not replace it",
        "Claude as active technical collaborator, not just a tool"
      ]
    }
  ],
  "awards": [
    {
      "year": 2025,
      "award": "Zeroheight Design System Awards",
      "category": "Best Collaboration",
      "detail": "Entain & BetMGM — Dice Global Design System"
    },
    {
      "year": 2024,
      "award": "SBC Awards",
      "categories": [
        "Socially Responsible Operator of the Year",
        "Casino Operator of the Year: North America"
      ]
    },
    {
      "year": 2021,
      "award": "UX Customer Experience Awards",
      "category": "Bronze — Best Use of Insights"
    },
    {
      "year": 2019,
      "award": "EGR Operator Awards",
      "categories": [
        "Best Mobile Casino Product",
        "Best Mobile Poker Product"
      ]
    },
    {
      "year": 2014,
      "award": "Online Media Awards",
      "category": "Website of the Year",
      "detail": "Sky.com"
    }
  ],
  "foundations": [
    "Experience Strategy",
    "Design Principles",
    "Design Systems",
    "User-Centered Design",
    "Research & Insight",
    "UX & Agile Delivery",
    "UX Debt",
    "Team Identity",
    "Team Positioning",
    "User Journeys",
    "Personas",
    "Craft",
    "Branding",
    "Continuous Learning"
  ],
  "meta": {
    "format_version": "1.0",
    "generated": "2025-07",
    "maintainer": "ash.b.clay@gmail.com",
    "intended_consumers": [
      "AI recruiting agents",
      "Automated CV screening tools",
      "LLM-powered portfolio assistants",
      "Agentic research workflows"
    ],
    "related_files": {
      "llms_txt": "https://beyondavision.com/llms.txt",
      "human_portfolio": "https://beyondavision.com"
    }
  }
}