Graeme Fordyce

Design & product leadership and execution

Selected work

These accounts are organized from current and recent work back through earlier roles. Each explains the problem, the judgment I brought to it, what I did with others, and what can be said about the result. The work often spans product, service, technology, and organization within a single experience.

2023–present

Wells Fargo

01

Connecting business needs, product intent, technical capability, and UX judgment in an ongoing origination-platform effort.

Designing the meaning of AI capability

02

What should the customer have to understand?

Mortgage information architecture

Choosing and testing a time- and process-based structure for a large catalog of loan requirements.

Making requirements understandable

03

Connecting experience and organizational views in an ecosystem map used for shared knowledge and prioritization.

Making the whole service visible

04

Mapping the customer, operational, system, and data layers of an escrow analysis.

Making escrow analysis visible

05

Framing education, sales, origination, a co-brand handoff, and servicing as one experience.

Connecting the home-equity journey

2021–2025

Sequencing

06

Designing Health Scan as a more actionable and recurring consumer service.

Making genomics usable

2020–2021

Rocket Mortgage

07

Structuring foundational, directional, and evaluative research across product teams.

Making research part of product decisions

2018–2020

Endava

08

Where does a practitioner start?

Endava · Telehealth

Reversing a telehealth product’s logic to begin with the individual patient.

Starting with the patient

09

How do people find the useful idea?

Endava · Knowledge systems

Reframing retrieval around the relevant answer, even within a long presentation.

Finding the knowledge inside the document

2016–2018

QuanticMind

10

Customer interviews and a new framework for navigating accounts, campaigns, ad groups, ads, and keywords.

Giving a machine-learning product a UX foundation

2012–2016

American Express

11

Building an in-house team, proving its value with a rewards interaction, and taking on the core mobile app.

Building design into the core product