Adam BP

• Around 1,000: changes shipped to the OneUp platform by orchestrating AI coding agents
• 3 to 17: the size of the Immersive design team I grew
• 371%: increase in content assigned by managers after we unified several products into one enterprise platform
• Delivered commercially successful digital products for over 50 clients, including national and global brands and B2B SaaS startups.
• Increased lead acquisition by 222% across the UK BMW retailer websites.
• Delivered an award-winning ecommerce redesign for National Trust, B2C website of the year at the Ecommerce Awards.

I can't publicly share most commercial results from my recent roles. We can discuss my impact in a confidential conversation.

Discovery and user research. I start with what users need and what the business has to deliver, then test ideas with real users before anyone builds them. I write the research objectives down first so everyone agrees what the research has to answer.

Strategy. I've set product strategy at several companies, most recently the company strategy and roadmap adopted by OneUp's leadership team, board and investors, and I keep it under review as the market moves. A clear product vision is the filter for what gets built, and I revise the strategy as I learn.

Design. I've built and led design teams.

Agentic coding and driving AI adoption. I've shipped around 1,000 changes to OneUp by orchestrating AI coding agents, and I've led the team through the same change. I built Ruthless to learn how and completed Hustle Badger's Exec Build with AI in 2026.

How I work

• For me the bottleneck is judgement and deciding what to build. Once a team can produce something testable in hours, coding speed is rarely what slows it down.
• Roles overlap. I move across disciplines, I build with AI coding agents myself and I think designers should ship their work.
• When a company optimises for revenue per head, I think leaders should context switch into the detail and contribute, especially in startups.
• I keep process light and centre it on customer discovery and quick validation. I put something concrete in front of real users early and learn from how they react.
• A small team can now take on ambitious, complex problems that used to need far more people and time.
• A team that builds fast without deciding well ends up with more output and no more progress. I tie what gets built to revenue, margin, retention and competitive position, and I keep in check the debt that slows the business down.

Recommendations

Home is Cheddar, in Somerset, where I live with my wife Becca and our two Maine Coons, Shadow and Smoke. I work from home, so the cats are the colleagues I see most.

Experience

Immersive, 2019 to 2023. I joined as Head of Product Design, Research and UX and finished as a Senior Director in the product leadership team. I led the design, research and product strategy for nearly 4 years as Immersive scaled rapidly from a small startup to 100,000 users across the world's largest organisations. The platform was named a Leader in the Forrester Wave for cybersecurity skills and training in 2023. Immersive grew revenue tenfold over four years. I grew the design team from 3 to 17, unified several products into one enterprise platform and stepped in twice as interim product manager.

Natural Interaction, 2011 to 2019. I founded this bootstrapped UX and product consultancy and owned the P&L, from pricing and proposals to sales pipeline, contracting, invoicing and cash flow. I grew it to a team of eight working for clients including BMW Group, MINI, Rolls-Royce, National Trust and Unite Students. Immersive was an early client. In 2019 Insider Media South West named me in its "42 under 42".

AXA, 2005 to 2011. I spent nearly six years as a Senior UX Designer.

Selected projects

Ruthless. A tool for product decisions and strategy, built with Next.js, Supabase and the Claude API. I started it in November 2025 as a side project to learn how to build with AI, and I still use it in my work.

How I learned the craft

I'm self-taught and I learn by building things. I learned UX on the job, first at AXA and then through contract roles and my own consultancy, where we prototyped and tested our work with real users. Along the way I co-organised the SXUX and UCD Bristol meetups and spoke at events including UCD London and UX Bristol.

Recent writing

• LinkedIn post, 27 October 2026.

  "Use AI to do the same work quicker and you get the same shed, sooner. The interesting bit is that a small team can now have a go at the cathedral: the project you'd have ruled out because it needed far more people and time than you had."

• Recruitment's management problem is real. The accepted explanation isn't. Staffing Industry Analysts, 26 March 2026.

  "A manager can complete every development program available and still have nowhere reliable to put what has been agreed. You can’t train your way out of a missing system."

• Building Is Solved. Deciding Isn't. LinkedIn, 25 February 2026.

  "Building is now cheap. Deciding is slow."

• We Optimised Product Development for a World That No Longer Exists LinkedIn, 17 February 2026.

  "The faster you can build, the more disciplined you must become about deciding."

Older writing on Medium