I'm Graeme Fordyce, a design and product leader with more than two decades of experience across financial services, mortgage lending, genomics, advertising technology, and consulting.
I have built multidisciplinary UX teams, led established design organizations, and worked directly on product strategy, research, information architecture, interaction, and visual design. My experience includes American Express, QuanticMind, Endava, Rocket, Sequencing, and Wells Fargo.
The connecting thread is work that requires several kinds of understanding at once: what a business is trying to accomplish, how a service operates, what a technical system can support, and how a person encounters it.
My practice also includes literary-education work with Locavore Lit LA, contributing to branding and editorial work. Language, structure, and expression are part of how I make things understandable.
Selected experience
| Organization | Remit |
|---|---|
| Wells Fargo | Executive Director, UX Research & Design; Home Lending service and product work. |
| Sequencing | Head of Design; brand, product, content, and cross-functional user-centered practice. |
| Rocket Mortgage | Vice President, Design Research; 40-plus-person multidisciplinary organization. |
| Endava | Vice President, Catalyst Product & UX; enterprise product and experience consulting. |
| QuanticMind | Vice President, UX & Design; first UX team and predictive-advertising interface work. |
| American Express | Vice President, Consumer Products & Services User Experience Design; multidisciplinary UX organization and consumer products. |
| Earlier work | BOKU, AT&T Interactive, and Disney; mobile payments, local search, consumer platforms, e-commerce, brand, and creative leadership. |
How I work
I want the reasoning behind a direction to be visible enough to challenge, and concrete enough to use. That means connecting the larger view to the detail of the product, while helping a team build the understanding to carry the work forward.
Writing and invention
At Endava, I wrote Platform Meets Product (2019) and the two-part Four Pillars of Truly Digitised Organisations (2020), examining how product thinking, platforms, and organizational change meet.
I am also a named co-inventor on the granted American Express patent System and Method for Providing a Micro Registry (US 11,800,316 B1). My contribution was to prototype and diagram the user experience and express the proposed behavior as a narrative. The patent belongs here as evidence of collaborative invention, rather than as a claim of commercial impact.