Aimée Le Couteur

Human-Centred Design | Brand | Product Innovation

United Kingdom
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About me

An empathetic design leader, passionate about human-centred design, creating strategic, customer-centric products and services, to provide compelling and effective brand experiences. Ever collaborative, I thrive on directing multidisciplinary teams to unpack complex design challenges through experimentation for innovative solutions. I approach problems with flexible methodologies, utilising elements from my design thinking toolkit, to ensure each project receives the attention it deserves. Always in pursuit of making meaningful experiences that customers want. My background is in visual design, however research is my forte and is what drives my inspiration and ideation. I also specialise in interaction design, digital strategy, user-interface design and brand. A passionate supporter of Women In Technology, leading workshops for meet-ups such as Ladies That UX.

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  • User Experience Design
  • Creative Direction
  • Strategy
  • User Interface Deisgn
  • Brand
  • Visual Design
  • Lead Design
  • User Research
  • Innovation
  • Customer Experience
  • Human Centred Design
  • Responsive Design
  • Mobile First
  • Product Deisgn
  • Native APP Design

People I’ve worked with

Work history


Creative Director (of Product Design)


Nov 2016 - Dec 2016
  • London, United Kingdom
  • Freelance
  • Maternity cover, heading up the user research, product design, user experience and brand for this pioneering ‘Ed-Tech’ startup, founded by the Open University. On the senior management team and responsible for the product leadership along with the CPO and the CTO. Succeeded in implementing Archetypes into the business, directed and launched the new brand strategy and jointly led the commercial pivot to monetise the platform.


Head of UX

Hogarth Worldwide

Oct 2015 - Oct 2016
  • London, United Kingdom
  • Full Time
  • Responsible for championing user experience to drive new business and lead large global projects for clients including Helly Hansen, Apple, Nestlé and Santander to name a few. Headed up the UX and UI department upwards of 7 strong designers, mentoring and managing the team and responsible for the delivery of their output. Business development and consultation with clients on UX strategy. Curation of client facing workshops, workflow processes, pitch development and developing business strategies to optimise UX practices within the agency, as well as our clients customers.


Senior UX & UI Designer

House Of Fraser

Sep 2014 - Dec 2014
  • London, United Kingdom
  • Full Time
  • UX and design lead for all native projects and international development. Omni-channel customer centric strategy, creating products and services using design thinking with a single customer view. Building the online brand strategy to unify it with store brand and company vision. Experience optimisation to increase conversion and improve performance through multi-variant testing, user testing, research and HCD. Managed five direct reports and provided UX guidance across the whole omni-channel department.


UX Designer

Immediate Media Co.

Sep 2012 - Aug 2014
  • London, United Kingdom
  • Full Time
  • [Formerly BBC Magazines, Origin Publishing & Magicalia] Senior member of the UX team, designing digital products for >73 magazine brands. Working in agile sprints, along with discovery, requirements gathering and workshops, user testing, competitor analysis, use of insights and site metrics. Mobile first responsive sites using iterative, MVP approach. Brands: You & Your Wedding, Radio Times, Good Food, 220 Triathlon, Olive, Gardeners World, Baby Expert, Made for Mums, Top Of The Pops.



Visual Communications

Massey University

Feb 1998 - Nov 2001
  • Bachelor of Design