David Hughes

Current

Director at Obsidion Limited
Digital Innovation Manager at Barclaycard

Past

Online Manager at Vodafone UK
Senior Manager Online Customer Experience at American Express
Global Web Marketing Manager at 3com

EMEA Online Marketing Manager at 3Com
New Media Manager at Psion

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Industry

Internet

Websites

David Hughes’s Summary

User experience expert specialising in online marketing, customer experience, information architecture and website design, development and management.

Extensive experience in all aspects of online from site design and architecture to build to implementation. Creation of online style guides and design systems. Design and delivery of eCommerce solutions. Managed many major international projects across multiple markets in a highly matrixed environment.

Before specialising in online I worked in the world of 'traditional marketing' including marketing communications and direct marketing.

David Hughes’s Specialties:

Social media, communities, user experience, online marketing, information architecture, customer experience and journey development, email marketing, online research, visual design, navigation, rich media.

David Hughes’s Experience

Director

Obsidion Limited

(Internet industry)

April 2008 — Present (1 year 4 months)
Digital Innovation Manager

Barclaycard

(Public Company; BARC; Financial Services industry)

April 2007 — Present (2 years 4 months)

Responsible for identifying new online technology and trends and bringing them to Barclaycard.

Online Banking User Interface – a blank sheet redesign of the Barclaycard online account area, bringing web 2.0 to online banking through an intuitive interface to a depth of functionality not seen before in online banking.

Facebook Application – the Green-o-Meter is the first Facebook application from a UK financial services company. Supporting the Breathe product the Green-o-Meter provided users with a fun way to get a measure of their “greenness” and to challenge friends to see who was the greenest.

Card Application Form - applying user centred design principles in combination with web 2.0 technologies to deliver a market leading application form. The aim was to deliver a form that was “transparent” to the customer providing no barriers to its completion; the design tested exceptionally well with customers.
Online Manager

Vodafone UK

(Public Company; 10,001 or more employees; VOD; Telecommunications industry)

July 2006 — April 2007 (10 months)

Working in partnership with the Enterprise Marketing team to deliver key online developments and providing thought leadership, consultation and business as usual support.

The Corporate Collaboration Zone – a new online collaboration and community site to support the Vodafone Special Interest Group programme for CIO/CTO level corporate customers. The site facilitates conversation, document collaboration and event management for these key customers.

The Big Idea Website – from concept to delivery in less than three months; the site provided key online support for a significant Enterprise marketing initiative. The site delivered extra information about the TV show including videos of the show and behind the scenes. The site has been built to grow as an online community for Small Businesses to support building the Vodafone brand.
Senior Manager Online Customer Experience

American Express

(Public Company; 10,001 or more employees; AXP; Financial Services industry)

October 2003 — July 2006 (2 years 10 months)

Responsible for the creation and management of strategic customer experience developments across Amex International websites.

Japan Site Redesign – Spent 9 days in Tokyo working with local business partners and to train a new local agency. The redesign touched every page including a new homepage design incorporating the very distinct cultural needs of the market. The redesigned site won an award for Excellence in Marketing Communications.

Online Services Redesign – the secure area of Amex sites is ‘the website’ to most customers. Designed a new approach to bring all relationships a customer has into a single area delivering significant cross-sell opportunities.

Lead a set of projects in 05 that changed the face of the international sites; the projects were nominated for the American Express Chairman’s Award for Innovation:

Home and Hub Page Redesign

POA Navigation

Visual Design System – a ‘standards’ based system encompassing all elements of page design & build.
Global Web Marketing Manager

3com

(Public Company; 10,001 or more employees; COMS; Computer Hardware industry)

February 2002 — October 2002 (9 months)

Responsible for the co-ordination and management of all 3Com websites; ensuring maximum support was given to global marketing programmes.

• Managed online elements of global marketing plans from concept to delivery.
• Managed global publishing resource and workflow via a priority matrix to ensure that marketing programmes or revenue generating jobs received priority.
• Provided Internet technology and online marketing best practice consultancy to marketing and strategy teams.
• Managed multiple outsource agencies from brief to delivery.
EMEA Online Marketing Manager

3Com

(Public Company; 1001-5000 employees; COMS; Internet industry)

October 2000 — February 2002 (1 year 5 months)

Responsible for the strategic direction and management of all websites and extranet sites within EMEA. Managed a distributed team of Site Managers located across EMEA.

• Lead Site Management team through difficult period of resource reduction; worked with Site Managers to quickly retire websites with minimal impact to customers.
• Implemented a “layered approach” to site content with country and language specific content; including XML based “language only” product catalogues shared across multiple sites.
• Refined Content Management System and Workflow processes allowing my team to deliver a high level of service with greatly reduced supporting resource.
• Managed the development and worldwide publishing of a Flash based microsite forming the heart of a complex marketing campaign.
New Media Manager

Psion

(Public Company; 1001-5000 employees; PON; Computer Hardware industry)

May 1995 — October 2000 (5 years 6 months)

Responsible for the management and development of the Psion Dacom website and Psion Group web portal. Created the online strategy for Psion Connect and led the Psion Group e-Strategy team.

• Developed psiondacom.com from a small website to a vital business tool.
• Managed all aspects of site from server software to user interface and design .
• Developed bespoke Content Management System.
• Led the development of the Psion Group e-Store; a global ecommerce solution.
• Created a database of over 175,000 names and email addresses from visitors to PsionDacom.com; adding 3,500 new prospects each month.
• Implemented successful on-line support knowledge base utilising content management system.
• Developed extranets for suppliers and customers.
• Created and implemented an on-line identity for all Psion Group websites.
• Managed the creation and roll out of a Lotus Notes based Intranet.