Adam portrait wearing a hoody and a plant in the background
Portrait by Becca Gilgan

Designer.

Twin.

Brit󠁢󠁧󠁢󠁥ish.

Canadian.

I’m Adam, living and working in Toronto, born and raised in Coventry, England. I’m currently Product Design Lead at Loblaw Digital, leading efforts on the shopping experience for PC Express. Our team helps millions of Canadians shop groceries online every week, across 14 store banners on our portfolio of websites and the PC Express app for iOS and Android.

I contribute to the end-to-end shopping journey from onboarding and browsing to loyalty and checkout initiatives. Spanning the full arc of the product design practice and process, our team guides the human centered design process from discovery and research, interaction and UX design to design execution and handoff. As a design leader I coach, mentor and manage designers embedded on teams across the PC Express portfolio.

Before Loblaw Digital I worked at Saatchi & Saatchi Canada designing digital experiences for Toyota Canada spanning the Toyota, Lexus and Scion brands. I earned my design degree at OCAD University majoring in Graphic Design.

Outside of work you can find me watching football ⚽️ (mostly Toronto FC & Coventry City), running, at concerts or enjoying time with friends and family at one of Toronto's amazing restaurants or bars. I have a passion for creativity beyond design with interests in music, fashion and photography and an obsession with sneakers and hats.
Adam sat with fellow designer Kristina in a modern office space discussing work in front of a laptop.
Adam sat on a vintage orange chair smiling wearing a baseball cap, Nike airman sneakers, jeans and a long sleeve Nike T-shirt

My Skills

Product Design

  • UX & Interaction design
  • Design systems
  • Micro-interactions/animation
  • Websites
  • iOS & Android app design
  • Vision & roadmapping
  • Service design thinking
  • Accessibility

Visual Design

  • UI design
  • Brand identity & positioning
  • Typography
  • Creative direction
  • Graphic design
  • Photography

Research & Strategy

  • Usability testing
  • Customer journey mapping
  • Heuristic evaluation
  • Qualitative research
  • Guerilla testing
  • Experimentation & A/B testing
  • Workshops & facilitation
  • Storytelling & presentations

Design Leadership

  • Coaching & mentorship
  • Recruiting & hiring
  • Team operations
  • Practice advocacy
  • Stakeholder management
  • Career development planning

My Values

Stay human focused


I believe as a designer I’m a dot-connector, I facilitate ideas, I tell stories and I connect with people. I strive to build empathy not only with users and customers but also with the teams I work with, by authentically showing up, deepening relationships and supporting great work by being great to work with.

Be insight driven


I use research and data to inform the work I create. Uncovering new insights to help frame up problems, better articulate customers intentions and empower teams through confidence of learnings.

Align for growth


My practice is shaped by working with passion, determination and grit but I never forget to show up with curiosity. I approach each week with openness to learn, willingness for self reflection and an appetite to expand my practice.

Candid transparency


I love building relationships grounded in trust and authenticity. Using thoughtful candid feedback, encouraging guidance and welcoming open critique to shape cohesive teams.

Lead by serving


I believe leading a team means jumping into the trenches together. I use banter and humour to keep teams grounded but offer my time, empathy and experience to find moments where we win together. All whilst finding space to celebrate, elevate and encourage individual growth.

My Experience

This website was designed in Figma, built in Webflow and hosted by Mediatemple. The type is set in Neue Machina by Pangram Pangram, Aeonik by CoType Foundry and Relative Mono by Colophon Foundry. Powered by IPA’s and whiskey.

Come on you Reds, play up Sky Blues, Football’s coming home.