TOBY BARNES

Experience lead and Digital Strategy Director with over 20 years of industry experience working with global agencies, startups, large media organisations, and design consultancies.

Currently at AKQA, Portland, globally leading the Product Strategy Practise. Working with a wide range of international client companies, with a focus on designing and launching successful consumer focused digital products & services for Nike & Brand Jordan. Specialising in designing products and services utilising user centred design practises: defining consumer focused strategies, running multiple agile/lean design teams and directing major day-to-day experience design decisions. A firm believer in using rapid prototyping techniques, and user testing to aid fast and iterative decision making whilst actively encouraging multi-disciplinary collaboration throughout design and development.

Since 1995 Toby has designed, developed and launched a range of projects from games to global interactive ecosystems, from retail experiences to membership programs; from consulting for large brand owners, to founding and selling a number of digital start ups.

Before AKQA, Toby founded and ran Mudlark, an award winning digital ! entertainment design consultancy, as well as 2 gaming start-ups In the UK, Toby worked for a number of industry leaders including Emap, Virgin Interactive, and MTV Networks, as well as a number of global clients as a consultant including Microsoft, SCEE, Electronic Arts, Royal Shakespeare Company, Channel 4 and Mattel. As a founding member of Virgin Media’s Interactive Division launched Europe’s first commercial interactive TV service.

Speaker at a large number of events including SXSW, Playful, E3, GDC, and Interesting London.There are hi-res pictures of Toby here on Flickr.

Toby's blog is a collection of his thoughts & field notes