Graeme Fordyce is driven to elevate the experience of mobile and web applications with a user journey and goals-based approach. Currently he's VP of Product and UX for the Catalyst team at Endava, a group dedicated to connecting product, customer experience, and engineering phases of digital delivery from strategy through to execution.

LinkedIn Profile

Prior to Endava Graeme was VP of UX at QuanticMind, a Redwood City startup focused on machine-learning algorithms for SEM bid optimization. Before that he ran User Experience Design for the core US business in American Express's Consumer Products and Services Division, building a full-stack UX team that worked on innovation projects and launched a paradigm-shifting redesign of the mobile consumer app.

Graeme has been working in hands-on, tactical aspects of user research, information architecture, user interface design, visual design, content, and branding since the late 1990s. Over the past decade he's been in executive roles building full-stack UX teams for corporate and start-up businesses.

Graeme has a successful history building teams from the ground up and proving the value of UX in competitive business landscapes. His teams focus on user-centered design principles and customer empathy, working within agile, cross-functional Product/Design/Engineering software development processes. His teams forge robust, data-driven solutions by embracing the breadth and depth, ideology, and methods of practical UX – analyzing usage, talking to customers, design thinking (ideation, expression, iteration), and vetting product visions through prototyping.

Graeme has spent time in both large and small companies working collaboratively with Business, Product, Engineering, Marketing, and Brand. His experience with reconciling user needs, business needs, scope, cost, and time have been proven time and again by producing significant, measurable results in key metrics and end-user satisfaction.

Recent Publications

Platform Meets Product
— Endava, Inc. Business blog, August 13, 2019

QuanticMind Unveils New Interface for Search and Shopping Platform Powered by Machine Learning
— BusinessWire, May 2, 2018

Introducing Our New UI
— QuanticMind, Inc. blog, May 2, 2018

Awards & Honors

JD Power industry best-in-class mobile app, Credit Card Satisfaction Study, 2015
Genius Award Gold Medal Winner, 2014 (System And Method For Providing A Micro Registry)
Consumer Products & Services Diversity Champion Program, 2014 — 2015
President’s Leadership Award (Pinnacle Awards), 2013
Service Leader Award winner, April 2009
“Business Transformer” profile, InterConnections newsletter, August 2009
All-Stars Recognition Program, High Flyer Award, August 2009


fordyce design
los angeles, ca

gfordyce (at) gmail (dot) com