Adam Babajee-Pycroft
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 most of the last 20 years in product, design and user research.
What I do now
I am VP Product at OneUp Sales, where I have worked full time since January 2024. I am the executive accountable for Product, Design and Engineering, and I report to the CEO. I work remotely.
I also founded Haywright Automation, an AI automation consultancy in Bristol for professional services firms.
Background
- Immersive Labs, Bristol, November 2019 to August 2023, latterly as Senior Director of Product Design, Research & UX. I first supported Immersive Labs as a consultant and then joined full time. I was in the Product Leadership team, reporting to the CPO and accountable for Design and Product Strategy, and worked across a 120-person R&D organisation. I twice stepped in as interim product manager. I grew the Product Design, Research & UX team from 3 to 17 people. I created the executive-level Resilience Score narrative and visuals. The company went from Series B to Series C while I was there.
- Natural Interaction, 2011 to September 2019. I founded Natural Interaction, a UX and product consultancy. From 2011 to 2014 I took contract roles through it, including Senior UX Designer at National Trust and Lead UX Designer at RWE npower. Clients included BMW Group, Unite Students and National Trust.
- AXA, 2005 to 2011, as Senior UX Designer.
Education
I am a self-taught UX practitioner. In 2026 I took Hustlebadger's Exec Build with AI.
Recognition, community and writing
I was named in Insider Media South West's "42 under 42" in 2019.
I co-organised the SXUX meetup from 2015 to 2017 and the UCD Bristol meetup from 2017.
I spoke at UX Bristol, UCD London, UX Live London and other events between 2015 and 2019.
In February 2026 I wrote three articles: "Building Is Solved. Deciding Isn't.", "We Optimised Product Development for a World That No Longer Exists." and "A Letter to Designers Who Care About Discovery."
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."
Advising startups
I am open to advising Seed to Series B startups on adopting AI in Product, Design and Engineering.
Outside OneUp, I have invested in and advised early SaaS startups.
Contact
For advisory conversations, email abp@adambp.com. LinkedIn: linkedin.com/in/adambp.