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Hi, I'm
Phil Penny.

Senior digital lead in UX, design and development.

I am a digital growth specialist with two decades of experience. I lead business transformation through rapid, strategic innovation, data-driven and user-centred design practice, and responsible, cyber-secure software management.

Employment history

Senior Web & App Development Manager

Helping Hands Home Care

(April 2020–present)

Managing and directing all aspects of the website—design, development, research, CRO, testing, QA, and respective external agencies, delivering a 35% increase in conversion rate over a 2-year period worth over three million pounds in revenue. Creation of a complete three-year roadmap for the company's digital strategy to become a leader in the space, including the complete internalisation of skills to remove the reliance on external agencies delivering operating cost savings of £60,000 per annum with a 280% increase in resource. Rollout of a brand new design system and custom content templates.

Head of Design & Development

Blend Commerce


Leading the design and build of e-commerce stores for a Shopify agency. Responsibilities include full project management, custom theme development, staff mentoring, and implementing best practices and development techniques in preparation for growth.

Freelance Design & Development



To enhance my career development I began freelancing part-time while studying. Working for local businesses, I provided complete company branding, website builds and hosting. This developed not only my design and development skills but also client handling. I also worked as a freelancer for several design agencies (remotely and in-house) as a front-end developer and application designer.

Senior UX/UI Designer



We launched Didlr, a social network as an internal project at Wapple, in which I was the lead UX designer. Our membership reached in excess of 250,000 users in under a year. It taught me valuable skills about user behaviour, managing parity across multiple platforms, and setting attainable goals. Through intelligent design I handled OS updates efficiently and split the overall vision into manageable sprints with functional end releases, this ensured measurable progress was always made. I gained deep exposure and insight into UI design for native applications across many platforms—iOS, various flavours of Android, Windows Phone, Windows 8, Nokia Asha, and the web.

Head of Design


Originally engaged as a designer, I undertook training and was promoted to mobile UX/UI specialist, designing and building numerous mobile websites for global blue-chip clients along the way (Pantene, Olay, EASports, Meguiars, etc). I advised the team on design standards and methods and kept up continuous research into the latest mobile web technologies. I also undertook client training (including a week in Chicago training Unilever in the art of mobile design). I helped the company develop a new strategy via the rollout of responsive web design by transitioning into native app design, wireframing and providing complete visual design of apps for all mobile platforms, including Windows 8 and Xbox One. I had key involvement in projects from initial stakeholder meetings right through to launch.


Google Analytics Certification
Google Skillshop (July 2023)

Understand end-to-end setup of GA4 and how it differs from universal analytics, including integrations with Google Tag Manager, Google Optimize, GoogleAds, and BigQuery.

MA Creative App Development
Falmouth University (Jan 2017–Dec 2018)

I took this course to further improve my coding ability enabling me to also offer back-end services as a complement to my existing front-end skills. Gained experience in Python, Kivy, PWA technologies, Augmented Reality and modern Javascript frameworks. Project Management of the group module, adhering to agile working methodologies and delegating appropriate tasks based on skills and timelines.

BA(Hons) Open Degree
Open University (Aug 2010–Jun 2012)

Top up of Bournemouth credits. Modules included: Databases within website design, and Innovation: designing for a sustainable future.

Cert. of H.E. in Comp. Visualisation & Animation
Bournemouth University (Aug 2004–Jun 2007)

Modules included: Computer Animation, Principles of Computer Systems, O.S Techniques, Programming, and Cinematography.

Other education
BTEC National Diploma in Art & Design, City & Guilds in Life Drawing, 4 A levels, 10 GCSEs

Side projects

Ruff guide

Pricing estimator for vets.

React + Tailwind


The time, in human readable format.

VanillaJS + MonkeyC


Helps families care for their loved ones.

Python + Django

Coming soon…


Manage your vehicle condition and rebuild.

Rust + React

Coming soon…


Comfortable leading at every stage of the software development lifecycle, with the relevant hands-on skills critical to building an internal UX & development function from scratch—client handling, wireframing, prototyping, high-fidelity designs, front-end development and back-end understanding. Capable of working under multiple development methodologies, whether they are agile, waterfall or a hybrid suited to a particular company, and I bridge the gap between design and development. Working well in all environments I am unphased by high-pressure situations, multiple projects or tight deadlines.

Technical skills

Google Analytics 4
Google Optimize
Google Tag Manager

Soft skills

  • Growth mindset
  • Inter-disciplinary communication
  • Problem-solving
  • Process refinement
  • Leadership and mentoring
  • Strategy and roadmap creation
  • User-centred
  • Project management
  • Team building and development
  • Stakeholder management


I am very active and love surfing, football, running and cycling (former world record holder). I also enjoy restoring and building things, such as classic cars and surfboards. I am committed to a constant path of self-improvement.