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Group Strategy Director and Service Designer in Portland, Oregon


Group Strategy Director and Service Designer in Portland, Oregon

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A passionate, entrepreneurial leader with over 20 years digital experience partnering with brands including Nike, Audi, MTV and Microsoft. Has a strong strategic, design and innovation focus, with a proven track record for building collaborative teams, and delivering award winning work that inspires and adds value to both consumers lives and to businesses. Has broad experience working with agencies, founding and launching start-ups as well as working client side.

Currently at AKQA, Portland, globally leading the Service Design and Product Strategy Practice. 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.

Specializing in defining innovation strategies, designing products and services utilizing user centered design practices, 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.

Before AKQA, Toby founded and ran Mudlark, an award winning digital design consultancy, as well as 2 gaming start-ups In the UK. Previously he worked for a number of industry leaders including Emap, Virgin Interactive, and MTV Networks, and as a consultant for 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.

He is also a regular speaker at large industry 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

  • Work
    • AKQA
  • Education
    • Liverpool University