BP International

Establishing design operations to bring organisation wide efficiencies.

As Design Lead at BP, I established Design Operations (DesignOps) across a complex enterprise environment, laying the foundation for scalable, efficient, and user‑centred digital delivery. I drove UX maturity by formalising ways of working, hiring key talent, and embedding design into product squads.

Overview

Role

Design lead, strategy, operations, hiring, design team leadership.

Tools

Figma, Sketch, Mural, Azure DevOps (ADO), Monday, Sharepoint, Power BI, Snow, Salesforce Lightening.

Team

Heads of Design (Product, Service, Research, and Operations), Design Leads, Designers, Product Owners.

The Challenge

  • Fragmented design culture: Multiple teams working in silos with inconsistent outputs.

  • No design system: Each product had its own UI logic, increasing rework and reducing quality.

  • Low UX maturity: Product teams saw design as decoration, not strategy.

  • Minimal design presence: Not enough designers in key areas.

I was brought in to unify processes, scale design efficiently, and create an environment where design could be strategic and impactful.

Approach

1. Audit & Needs Assessment

Interviewed teams across BP Digital to map tooling, process gaps, and maturity levels. Identified priority areas for standardisation and support.

2. DesignOps Framework

Created a bespoke operating model for design hiring, onboarding, feedback, and career development. Rolled out lightweight rituals for critique, documentation, and design QA.

3. Design System Rollout

Facilitated the development of BP’s first shared design system, collaborating with engineers to implement token-based components and ensure alignment with branding.

4. Hiring & Team Building

Co‑defined design roles with HR, helped recruit and onboard product designers into agile squads. Set up mentorship and knowledge sharing structures.

5. Facilitation & Advocacy

Embedded myself in sprint teams to evangelise UX best practices. Created onboarding playbooks and documentation hubs to support design at scale.

6. Measurement & Governance

Defined success metrics (consistency, reuse, speed), introduced design libraries and implemented feedback loops from dev to design.

Outcome and Impact

Design reached further and deeper in bp’s 120 year history.

  • Scaled design resourcing from 30 to 300+ in 3 years

  • I was responsible for 80 designers across 3 major business areas.

  • Design maturity increased and many product owners become design advocates.

  • UX now has a seat at the strategy table, cited by senior stakeholders

  • Safety, accessibility and inclusivity at the heart of all designs.

  • Design Ops Playbook

bp Pulse Future Vision Workshop

Drawing on 8 years of personal EV driving experience to shape visionary EV charging journeys in collaboration with senior leadership.

User Journey Maps

Distilled initial scamps and requirements.

  • Key customer personas.

  • Detailed customer journeys.

Rapid Prototyping

Using Figma AI for fast route to concept

  • Quick iterations.

  • No code just vibing.

  • Share and capture stakeholder feedback.

The Outcome

C-level stakeholders were highly engaged throughout the process, feeling both heard and involved from start to finish. I capturted their inputs, synthesised, consolidated and worked with Product Owners to prioritise the requirements into a structured design backlog items for existing sprint teams to deliver.

“I’ve had the pleasure of working with Martin and witnessing firsthand the clarity, leadership, and calm focus he brings to complex challenges. Martin operates with a strategic mindset—balancing user needs, business goals, and team dynamics with impressive precision.

What stands out most is his ability to lead with empathy and structure. He has a rare knack for improving processes without overcomplicating them, and he consistently uplifts those around him—whether mentoring designers, facilitating cross-functional collaboration, or aligning leadership around a shared vision.

If you’re looking for someone to elevate your design practice, streamline operations, and drive strategic outcomes, Martin is that person. He’s thoughtful, principled, and brings deep experience to every engagement.”

Rita Bourma
Experience Design Lead