Make complexity feel simple.
Research, journeys and prototypes that turn customer needs into clear, usable experiences.
- UX & product design
- Design systems & accessibility
- Research & testing
ABOUT DAN SMITH
The person behindthe pixels.
I’m Dan, a product designer and product owner with 10+ years across design, technology and ecommerce. I enjoy untangling complex problems and turning them into experiences that feel simple, whether that means refining an interface, shaping a roadmap or working with engineers to find a better solution.
Explore my experience
DESIGNER. PROBLEM SOLVER. PRODUCT OWNER.
Design craft. Product thinking.
My career has grown from making things look right to understanding what makes a product work.
I started in visual design, moved into UX and Product Design, and went on to lead design at Pro:Direct. Today I own product strategy across Shopify and Bloomreach, bringing together customer needs, platform capabilities and business priorities.
I still love getting into Figma and working through the details of a difficult journey. I’m just as comfortable running a workshop, presenting to stakeholders or using data to decide what needs attention next. Working with brands including Nike and adidas has taught me how to keep teams moving when requirements compete and deadlines don’t.
WHAT I BRINGFrom the first question
From the first question
to what comes after launch.
Own the bigger picture.
Connect roadmaps and delivery decisions across design, engineering, data and commercial teams.
- Product strategy & roadmaps
- Stakeholder alignment
- Ecommerce & platform delivery
Learn from real use.
Use analytics and customer feedback to identify friction, test ideas and improve the experience.
- Personalisation & customer data
- A/B testing & CRO
- Analytics & experimentation
MY TOOLKIT
The tools behind the work.
Design, build, measure and collaborate.
Figma
Interface design, design systems & interactive prototypes
Shopify Plus
B2C and B2B storefronts, custom apps & platform roadmaps
Bloomreach Engagement
CDP, customer segmentation & personalised engagement
Bloomreach Discovery
Search, merchandising & relevant product discovery
Google Analytics 4
Behaviour, conversion funnels & performance analysis
Google Tag Manager
Event tracking & analytics implementation
Sitecore
CMS, ecommerce & replatforming
Jira
Prioritisation, sprint planning & delivery tracking
Confluence
Product documentation & shared team knowledge
Codex
Working prototypes, faster iteration & concept reviews with engineering
Claude
Exploring ideas, refining requirements & supporting product thinking
Tailwind CSS
Reusable styling, responsive interfaces & consistent components
Supporting skills: HTML, CSS & JavaScript · Accessibility · A/B testing & conversion optimisation.
THE JOURNEY SO FAR
Experience.
Jul 2026 to PresentPro:Direct Sport
Senior Product Owner Shopify & CDP
Own product strategy and roadmap across Shopify Plus and Bloomreach CDP, connecting platform development, personalisation and customer experience across B2C and B2B.
Mar 2020 to Jul 2026Pro:Direct Sport
Head of Product Design
Led UX and Product Design across the global digital estate: nine Shopify sites, two mobile apps and Bloomreach integrations. Partnered with Nike and adidas on major digital initiatives.
May 2018 to Mar 2020Pro:Direct Sport
UX Designer
Owned UX/UI across nine ecommerce sites during the Sitecore replatform, from user journeys and prototypes to final UI and a scalable design system.
Feb 2016 to May 2018Pro:Direct Sport
Middleweight Graphic Designer
Created digital experiences, campaign creative and in-store interfaces for global sports brands, laying the foundation for my move into UX and Product Design.