Hi, I'm Gemma Daley. Design Leader.
I'm a design leader with 25+ years' experience. I started as a designer, and I never stopped being one. Over the last six years I've built what I believe is one of the most talented design organisations in the UK, and I'm still in it every day.
About me
At Lloyds Banking Group, 300+ people across service design, interaction design, visual design, research, data and design systems shape the daily financial lives of over 28 million customers across the UK. I built that team, and I run it, working in close partnership with product and engineering to ensure design isn't a function that serves the business, but a force that shapes it.
The experiences that matter aren't defined by a single screen. They're shaped across every touchpoint, every channel, every moment in a customer's life. That's the scale I work at, and the standard I hold myself to.
My ambition is simple: to build design organisations that shape category-defining products, move markets, and raise the bar for what amazing digital experiences can be.
What I believe.
Leading through craft.
The best experiences are felt, not noticed.
I build design organisations where quality isn't an aspiration, it's the standard. I set the creative direction, nurture the talent and create the conditions where designers do the best work of their careers. The starting point is always the human outcome, and in a world where anyone can experiment and make, the role of design doesn't diminish, it becomes more important.
The experiences that matter aren't defined by a single screen. They're shaped across every touchpoint, every channel, every moment in a customer's life. When that's done well, people don't just feel good, they stay, they trust, they come back. That's not just great design. That's commercial strategy. I've spent my career proving that the two are the same thing.
Brands I've worked with.
Over 25 years I've led design for some of the UK's most recognised brands, across financial services, retail, media, health and beyond.
