I’m Dale, a UK based product designer with 15+ years of experience. I specialise in design systems and interface design for web and mobile applications, with a focus on simplicity & usability. I’m passionate about design and technology and how the two can converge to create experiences for good.

I’m currently working at WP Engine, where I design some of the best products for WordPress including Advanced Custom Fields, WP Migrate and WP Offload Media. I also lead the company’s design systems strategy – Base Design System, a new cross-product foundation now used across our plugins and newer products, including Coworker, our first agentic AI assistant.

Before WP Engine I worked at BaseKit where I designed web applications including the world’s first fully functional mobile website builder, a commerce platform, dashboard, mobile application, and an online booking system.

Before BaseKit I spent some time working for web agencies designing everything from one-page websites to native mobile applications. Over the years I’ve also been lucky enough to work with companies like Amazon, BP, Etisalat, Fasthosts, Google, Name.com, Nationwide & Telefónica.

I also enjoy working on my own projects: Flint Design System, a commercial Figma design system for teams who don’t want to start from scratch, and Good Aesthetic Club, a curated collection of my favourite tech, homeware & carry products.

Outside of work you’ll find me exploring new coffee places, playing video games, watching sci-fi shows & movies, tinkering with technology and taking too many photos of my cat, Pixel.

You can follow along with my work, personal projects and occasional insights into my life on Bluesky and Instagram.