ABOUT

Senior UX Designer with over 15 years of turning real customer insight into high-performing digital journeys.I currently lead UX for Commercial Direct at Aviva and Direct Line, driving seamless experiences across business insurance journeys and platforms.My career spans insurance, financial services, charity, and logistics. 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.

CONNECT

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BASED

Tunbridge Wells, UK

COMPANIES

Aviva
Direct Line Group
Charities Aid Foundation
Logistics UK
GE

01

Prioritising a digital-first, self-service approach

Experience Design Consultant - Direct Line Group. 2021 - Current

Solved problems to drive commercial outcomes, demonstrating the value design delivers to the business.Improved conversion across insurance quote and buy journeys through data-driven design, experimentation and usability testing insight.

02

Scaling Digital Giving Through Self-Service Campaign Design

Senior UX Design Manager - Charities Aid Foundation. 2016 - 2021

Charities needed a faster, reliable way to create donation campaigns to embed on their own sites. The existing process caused drop-offs, lost progress, and high support demand.Improving this experience was a strategic priority within the CAF Operating Plan to drive growth and scale digital capability.

03

Increasing CADF customer donations by 8%

Senior UX Design Manager - Charities Aid Foundation. 2016 - 2021

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.

04

2-Factor Authentication for CAF Bank's 16,000 customers to enhance security

Senior UX Design Manager - Charities Aid Foundation. 2016 - 2021

As UX Lead, I played a key role in delivering CAF Bank’s two-factor authentication solution, enhancing security while maintaining a seamless customer experience.I led workshops, defined user journeys, and designed end-to-end prototypes for a critical security upgrade required to meet PSD2 regulatory standards. The solution enables customers to choose how they receive their codes - via SMS or app - and integrates this step into key actions such as login, payments, and account updates.Working cross-functionally with IT, Compliance, CAF Bank stakeholders, and external partners, I ensured alignment across teams and delivered the project on time. I balanced strict regulatory and technical requirements with user needs, creating a solution that is intuitive, accessible, and used frequently by charity customers.By leading the design in-house, I also reduced reliance on external agencies, delivering high-quality outputs while saving the business significant costs.

£1.5 billion in deposits

05

Redesigned Trust Account increased donations by 26%

Senior UX Design Manager - Charities Aid Foundation. 2016 - 2021

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.

Experience Design Consultant at Direct Line Group, now Aviva.

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

Scaling Digital Giving Through Self-Service Campaign Design

The opportunityCharities needed a faster, more reliable way to create donation campaigns they could embed on their own websites. The existing process caused drop-offs, lost progress, and high support demand.Improving this experience was a strategic priority within the CAF Operating Plan to drive growth and scale digital capability.What I deliveredA new campaign set-up wizard that enables charities to create, preview, and publish donation pages with confidence.Key improvements included:

Research and validationI ran three rounds of usability testing using realistic scenarios and task-based exercises. Testing focused on usability, confidence, and error prevention.The live preview, auto-save, and mobile image handling addressed the most common pain points and reduced reliance on support. Testing showed users treated publish as a next step. We added a sticky header and repositioned the button to clearly separate publishing from navigationImpact

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.