About Aga

I’m Aga - a User Experience and Accessibility Leader with over 13 years of experience leading user-centred digital work in complex, large-scale organisations. I focus on leading UX teams, developing strong UX practices, and improving accessibility, helping organisations design and deliver digital products that are inclusive, usable, and consistent - grounded in real user needs.

My work spans travel, charity, e-commerce, and other complex digital environments, where I've led UX and accessibility initiatives, guided teams through digital transformation, strengthened ways of working, and improved collaboration across disciplines. Alongside my leadership roles, I’m also a trained coach, bringing a people-focused approach to supporting designers, building capability, and helping teams work with clarity, confidence, and purpose.

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My Journey into UX Leadership

I’ve worked with technology from an early age, specialising in computing at grammar school - an interest that has stayed with me throughout my career. I later completed a Master’s degree in Marketing and Management, which gave me a strong grounding in business strategy, customer behaviour, and how organisations make decisions at scale.

Before moving into UX, I worked in market and public-opinion research at PENTOR, conducting in-home surveys and mystery-shopping studies to understand customer experience and service quality in real-world contexts.

I also spent time in banking and customer-facing roles, which gave me first-hand insight into operational systems, service friction, and how organisational decisions impact people day to day. Together, these experiences grounded my approach in evidence, empathy, and practical constraints - foundations that continue to shape how I design, lead, and collaborate today.

Discovering User Experience Design

My path into UX began while working at Teachers Media, where I started in a QA role and worked closely with a UX Designer on digital products. Through that collaboration, I realised that what truly motivated me wasn’t testing or reporting issues after the fact, but shaping experiences before they reached users. UX brought together everything I cared about - research, problem-solving, empathy, and designing products that genuinely worked for people.

To deepen my skills, I returned to university while already working in UX, combining hands-on delivery with formal study in Human–Computer Interaction. During this time, my team and I received a UX Award for a student project focused on experience design - a moment that confirmed I was on the right path. From that point on, UX became the clear direction for my career.

Research, Practice, and Building Confidence

After university, I joined the Interaction Lab at City, University of London, where I worked as a UX Project Manager and researcher. Alongside running user testing in the lab, I led and delivered work on the EU-funded StartUX project, a large-scale initiative supporting startups and SMEs in adopting user-centred design. The programme involved multi-partner delivery, formal reporting, and accountability for public funding.

This role combined strategy, marketing, research, consultancy, and facilitation. I worked with a wide range of organisations - from councils and charities to commercial businesses - helping them understand their users, test ideas, and improve digital products through evidence-based design.

Leading UX at Scale

From there, I moved into senior UX roles where my focus shifted from individual projects to building sustainable ways of working. At Macmillan Cancer Support, I led UX across large, complex digital programmes — including digital transformation, design system development, brand refreshes, and optimisation of critical donation and fundraising journeys.

Alongside delivery, I played a central role in establishing and scaling the UX/UI practice, defining standards, ways of working, and collaboration models that enabled consistent, accessible design across a complex digital estate. I worked closely with internal teams and external agencies, guiding design decisions, aligning stakeholders, and ensuring usability and accessibility were embedded into delivery at scale.

This period marked a clear transition into UX leadership — balancing strategy with hands-on design, supporting teams through change, and contributing to recognised outcomes, including a Legacy product awarded Product of the Yearand a programme nominated for Digital Transformation of the Year.

I currently work at TUI, where I focus on maturing UX practice by supporting designers in building consistent, usable, and accessible interfaces, strengthening design system adoption, and improving ways of working across products and markets. Through shared standards, forums, and hands-on guidance, I help teams deliver more aligned, inclusive, and effective digital experiences at scale.

Alongside this, I lead accessibility initiatives across teams and markets, using accessibility as a catalyst for stronger cross-discipline collaboration between design, product, engineering, content, and QA. This work has helped shift accessibility from a specialist concern to a shared standard of quality across digital delivery.

How I Work Today

Today, my work sits at the intersection of UX leadership, accessibility, and people development. I lead and support UX teams, help organisations mature their UX practices, and drive meaningful accessibility improvements through collaboration rather than enforcement.

Alongside my UX career, I’m a trained Life Coach and Emotional Intelligence Coach. This shapes how I lead - with empathy, clarity, and a strong focus on confidence, communication, and sustainable growth.

Whether I’m leading accessibility initiatives, guiding designers, or working with stakeholders, my goal is the same: to create environments where good design can happen - and where people feel supported to do their best work.

Selected Case Studies

A selection of projects spanning accessibility leadership, UX transformation, usability improvements, conversion optimisation, design system development, and large-scale digital transformation. These case studies show how I help organisations deliver better, more inclusive and effective digital experiences.

Inclusive Digital Transformation

I led accessibility transformation at TUI and contributed to Macmillan’s digital ecosystem redesign, improving experience quality, consistency, capability and ways of working across both organisations.

Explore transformation projects

Scaling Design Systems

I played a key role in shaping and scaling Macmillan’s design system and leading two major brand refresh programmes, creating a more accessible, consistent and unified experience across 40+ digital products.

Explore design systems

Designing Better Experiences

I enhanced the usability and conversion of Macmillan’s key fundraising journeys through research-led UX improvements, redesigning complex flows to create clearer and more effective digital experiences.

Explore UX improvements

To protect confidential work, these case studies are available to view with login access. If I’ve applied for a role with you, your login details are included in my application. If you don’t have access yet, please contact me and I’ll be happy to share it.

Beyond Work

Beyond my UX leadership work, I’m involved in coaching, creative activities, and ongoing personal development - all of which influence how I lead, communicate, and collaborate.

Coaching & AgaDigital

Alongside my corporate work, I run AgaDigital, where I coach coaches and personal-development professionals on creating and growing their online businesses. I help them take their work online by shaping clear offers, well-designed client journeys, and practical systems that support delivery, growth, and confidence.

My work blends experience design, service thinking, strategy, and mindset coaching — supporting clients with audience clarity, value propositions, digital platforms, and ways of working that feel intentional and achievable. I also lead a small community for coaches navigating the online space, combining business thinking with thoughtful digital design and peer support.

Learning & Personal Development

I’m a strong believer in continuous self-development and have invested extensively in leadership, communication, and mindset training over the years. I’m a trained Life and Emotional Intelligence Coach, and I regularly bring these skills into leadership, facilitation, and coaching contexts.

Outside of work, I love travelling, spending time in nature, and swimming - simple practices that support balance, reflection, and sustained energy.

Confidence, Presence and Public Speaking

Theatre and performance have also shaped how I show up professionally. I’ve performed as part of a theatre group and previously sang in a choir - experiences that strengthened my confidence, presence, and public speaking, and continue to influence how I lead and communicate today.

Let’s connect

If you’d like to discuss a leadership role, consulting, or coaching support, I’d love to hear from you. I’m always happy to explore opportunities, share perspectives, or talk through how I might be able to support your work or organisation.