David Fagg

Senior UX leader · Financial services · London

I lead global UX teams within financial services.

Helping transform complex products, legacy systems, and competing priorities into digital experiences that customers can actually use. Over 16 years of experience at HSBC, Deutsche Bank, UBS, and JP Morgan.

HSBCDeutsche BankUBSJP MorganThomson ReutersLegal & GeneralIG Group
Wide crop of a user journey map for the Advisor product: phases, user actions and research questions connected by arrows.
A slice of an Advisor journey map. The full story is in the case study.
16 yrsdesigning for financial services
5 minto onboard a business, down from 7–10 days
40%cut in design-to-development handoff time
40+designers hired, coached and grown

Selected work

Design leadership · 2021 to present

UK Business Banking at HSBC

I own design responsibility for the UK Business Banking platforms across desktop and mobile. Onboarding reduced from 7–10 days to under 5 minutes.

Read the case study

Mobile product · 2009 to 2013

The original IG Index spread betting app

Voted one of the Sunday Times top 500 apps of all time for two consecutive years.

Read the case study

AI product design · 2020 to 2021

Advisor: AI-driven guided analytics

A new product initiative at Adthena. Three letters of intent signed by customers to use the final Advisor feature.

Read the case study

End-to-end product · 2018 to 2020

Legal & General: Personal Pension

Research, online usability testing and end-to-end design. The first product built to run on L&G's new wealth management platform engine.

Read the case study

Craft archive · 2009 to 2016

Trading applications

FX platform user preferences, Pre Trade Blotter and fixed income trading for UBS, Thomson Reuters and Deutsche Bank.

Read the case study
David Fagg

Usability is the point.

My interest has shifted beyond interfaces alone. I spend a lot of time thinking about capability, judgement and decision quality inside teams. The behaviours underneath strong outcomes matter just as much as the artefacts.

More about me

I'm always open to connecting.

Design leaders navigating the AI transition. L&D professionals interested in applying Product methodology to learning. Fellow innovators in the FinTech space.