Adam Babajee-Pycroft
I lead Product, Design and Engineering.
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. I've spent over 20 years in product and design.
Experience
OneUp Sales, 2024 to now. As VP Product I report to the CEO and lead Product, Design and Engineering as one fully remote team. I still ship production features myself with AI coding agents. I set our product strategy, which the leadership team, board and investors adopted, and have revised it a few times as the business has changed. I designed the operating model that lines our teams up behind it.
Immersive, 2019 to 2023. I led product design from Series B to Series C, finishing as a Senior Director in the product leadership team. I grew the design team from 3 to 17 and shaped product strategy with the CEO and CPO. I unified several products into one enterprise platform, which drove a 371% increase in content assigned by managers.
Natural Interaction, 2011 to 2019. I founded this bootstrapped UX and product consultancy, and grew it to a team of eight delivering more than 50 projects for clients including BMW Group and Unite Students. 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.
Recommendation
"Adam was my first hire when I built the Product function at Immersive Labs. … Adam was in the engine room of everything that Immersive built in the last four years. … He has rapidly built up a talented UX team both through hiring top talent and developing juniors."
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.
I learned product management as interim product manager at Immersive, and wrote up what it taught me in What I learned from 6 months of Interim Product Management (2023).
I'm learning AI the same way. I built Ruthless, a tool for product decisions and strategy, to learn how to build with AI, and it's now an internal tool at OneUp. In February 2026 I wrote Building Is Solved. Deciding Isn't. That year I also completed Hustlebadger's Exec Build with AI.
Advising startups
I'm open to advising Seed to Series B startups on adopting AI in Product, Design and Engineering.
Email me at abp@adambp.com or find me on LinkedIn.