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Michael Laurie

Service Designer

Can work in or around London

  • 51.509648
  • -0.099076
  • Suggested rate €750 / day
  • Experience 7+ years
Propose a project The project will begin once you accept Michael's quote.

This freelancer is available full-time but hasn't confirmed their availability in over 7 days.

Propose a project The project will begin once you accept Michael's quote.

Location and workplace preferences

London, England, United Kingdom
Can work onsite in your office in
  • around London and 50km


Project length
  • ≤ 1 week
  • ≤ 1 month
  • Between 1-3 months
  • Between 3-6 months
Business sector
  • Banking & Insurance
  • Digital & IT
  • Energy & Utilities
  • Environmental
  • Health & Wellness
+1 other


Freelancer code of conduct signed
Read the Malt code of conduct

Verified email


  • English

    Native or bilingual


Skills (34)

Michael in a few words

I'm a designer with over 20 years experience in various industries, at all stages of the lifecycle. I'm passionate about learning what makes users tick. I like to take a customer-first approach and take the business on a journey to better understand their customers through 'epiphany moments'. I then translate that into concepts that can be tested with users.

I'm interested in using data to design inclusive experiences, in particular designing for sustainability.



Raskia Ltd.

Service Designer  - As a freelancer

London, UK

September 2022 - Today (5 months)

Helping organisations to improve their products and services through a deeper understanding of their customers, objective decision making, collaboration and creativity. I helped NatWest Group in their efforts to decarbonise their back book through innovative new propositions. Currently helping Essex County Council to develop their design and digital publishing capabilities.

Lloyds Banking Group

Head Of Design, Buying Journeys

London, UK

January 2022 - September 2022 (8 months)

Leading a population of designers across our product buying journeys to make improvements to increase conversion rates (regularly between 1-12%), improve buyer confidence, increase clarity. Here my teams developed personalisation initiatives, created exciting new tools and launched new product propositions in partnership with the business.

Lloyds Banking Group

Head of Design, Innovation Lab

London, UK

February 2021 - March 2022 (1 year and 1 month)

Set up a design team to deliver innovation concepts around key future trends such as Circular Economy, Sustainability, Society of the Future, Ecosystems and Partnership, Data as a Service.

Lloyds Banking Group

Head of Design, Digital Experience Lab

London, UK

January 2020 - February 2021 (1 year and 1 month)

Leading the design of the app and desktop experiences for the bank's largest value stream, I managed multiple teams, establishing practices to increase design maturity and capability. During my time leading design for the app, we saw a 15pts increase in NPS.
- AB testing at scale for experience optimisation
- Established a new practice of failure demand analysis to generate new initiatives
- Qualitative research to improve experience for customers and relevance of features
- Established new standards such as readability
- Made more effective use of designers by merging different roles
- Developed designers through hands-on coaching and feedback
- Created and promoted new practices, such as portfolio-level kanbans and design reviews
- Improved relationships and working practices between marketing and digital

Lloyds Banking Group

Head of Design, Consumer Servicing

London, UK

January 2019 - January 2020 (1 year)

Established the new design practice of 45 designers for the value stream, making new hires, shaping design teams and pitching stakeholders and sponsors to invest in new NPS initiatives.

Lloyds Banking Group

Service Designer, Resolve My Query  - As a freelancer

February 2018 - December 2018 (10 months)

Coached a new machine intelligence lab through the early days of the design process. Here I ran workshops on prototyping, readability and mapping. I trained business analysts/business designers to carry out customer depth interviews for early-stage generative research and usability testing.

Lloyds Banking Group

Senior Service Designer, Innovation Product Launch & Learn  - As a freelancer

London, UK

September 2016 - February 2018 (1 year and 5 months)

Working with the innovation group to develop new propositions and services. Here we developed and incubated concepts and tested them with customers, before they moved into delivery. We were the first part of the bank to deliver Open Banking Aggregation as a concept, which was later delivered and used by hundreds of thousands of customers to better manage their money.


Service Designer  - As a freelancer

London, UK

March 2014 - March 2019 (5 years)

Helping studio teams and clients create and improve services. Clients include Experian, BIS, Lloyds, Powa Technologies with awesome agencies such as Adaptive Lab, Ustwo, SapientNitro, Valtech and GfK.

Scrummy Club

Co-Founder  - As a freelancer

London, UK

September 2014 - February 2018 (3 years and 5 months)

I co-founded Scrummy, the independent loyalty app, to give independent traders the tools to thrive.

Made by Many

Service Design & Product Strategy

October 2009 - March 2014 (4 years and 5 months)

Product strategy and service design for itv News,, adidas and Skype. Here I lead the redesign of ITV News online, taking it from a struggling news clips website with just 10k visits a month to one of the first news sites to structure itself around a 24h news stream. We designed and built the end-to end process right from news room publishing to the news taxonomy and how customers interact with the news. Lead design discovery work for Adidas to help in product strategy for interactive products at a time when the quantified self suggested a bright new future for personal fitness. Helped the BBC to develop its political news strategy when the independence referendum was on the horizon.


Digital Planner

August 2007 - August 2009 (2 years)

Digital strategy and planning work on Nestle Purina and BlackBerry accounts. Information architecture for Purina's brands websites and Duracell.

Mirola, Digital Agency

Founder  - As a freelancer

November 2004 - July 2007 (2 years and 8 months)

Mirola was a digital agency I founded to provide design and development services. Built a Christmas eCards website for Cancer Research that received over £1 m in donations within the first month of launch. Built a prototype to help test Sky's new EPG. Designed and built a media planning platform for the music industry and designed and built a home insurance platform.


Freelance Web Developer  - As a freelancer

May 2004 - November 2004 (6 months)

Built microsites and Flash games for bands such as Stereophonics and a games section of a teen magazine themed around kids TV shows such as Hannah Montana.

Eurobet / Coral

Flash Games Developer

Woking, UK

July 2003 - April 2004 (9 months)

Built classic casino games such as Baccarat and Pontoon, designed fun new games of chance like Dr Hilo and made optimisations and improvements to existing Flash games.


Flash Games Developer  - As a freelancer

June 2002 - July 2003 (1 year and 1 month)

At Rancon I mostly worked on creating flash and director games and building functionality on the site using ColdFusion MX, SQL Server and IIS.


Flash Designer and Developer

January 2001 - September 2001 (8 months)

Here I had the opportunity to work with many large-brand clients such as Michelin, Walls, Matteson's, Gillette and Duracell. I was grateful to be given a lot of responsibility with large projects from concept to execution.

Artificial Environments

Flash Designer and Developer

September 2000 - January 2001 (4 months)

Artificial Environments is a very small design agency where I worked as a web designer. I spent most of my three months here working on a project comprised of interactive 'toys' and 'shorts'. This was to display the creative nature of the work that interested Artificial Environments.

Oven Digital

Rich Media Developer

June 2000 - September 2000 (3 months)

Worked as part of the rich media team that developed interactive pieces utilising Flash and Director technology.


Web designer & developer  - As a freelancer

Greater Manchester, UK

June 1997 - September 1998 (1 year and 3 months)

Various design and development projects for artists and entrepreneurs.