TOBY BARNES

Customer Experience Design Leader in Portland, Oregon

TOBY BARNES

Customer Experience Design Leader in Portland, Oregon

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A passionate, empathetic, entrepreneurial leader with over 25 years of experience building and managing teams with Amazon Alexa, Nike, AKQA, Levis, Microsoft, and MTV.

I'm currently leading a team of designers, strategists, and researchers creating the future of Amazon Alexa.

At Nike, I designed and launched a number of physical and digital apps, services, experiences, and retail concepts. Some of these you might have heard of: House of Innovation (in NYC, Paris and Shanghai) Nike Live (LA, and everywhere), Nike Rise (just in Korea), and Nike Unite (outlet stores). On the digital side I helped design and launch the Nike App, Nike Membership, a bunch of digital/physical services (bra fit, trial, BOPIS) as well as managed the COVID store experience.

Before Nike, I led Product Innovation at AKQA. Working with Nike on the their DTC Strategy, helping launch Valiant labs (their business innovation pipeline), Nike Membership and the Nike App. I was product owner for Nike Training Club, design lead for Connected Products and helped launch Nike Fuelband.

Non Nike work included re-Launching the Palms Resort in Vegas, creating Levis Loyalty Program, and creating a data driven digital platform for Audi.

In the UK, I founded and ran Mudlark; an award-winning digital design consultancy for the games industry, as well as founding 2 gaming start-ups.

Previously I worked for a number of industry leaders including Emap, Virgin 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 I launched Europe’s first commercial interactive TV service.

I am (was 😷) a regular speaker at large industry events including SXSW, Playful, E3, GDC, and Interesting London.

There are hi-res pictures here on Flickr.

I have a collection of thoughts & field notes here.

  • Work
    • Design Leadership
  • Education
    • Liverpool University