As the long-term UX Lead for bp, I spent seven years driving digital transformation across bp’s global markets and subsidiary brands Castrol and Aral. I led a multidisciplinary UX team that spanned the UK, Ukraine, India, and Sweden, collaborating closely with regional teams in London, the US, Spain, Germany, and Asia. Together, we worked to unify bp’s diverse digital landscape into a coherent, efficient, and forward-looking experience that could flex across markets while embodying bp’s evolving brand purpose.

My primary focus was leading the Navitas team, the core group responsible for bp’s global digital experience. We began with an ambitious redesign and replatforming project — upgrading bp’s global websites to a modern, scalable architecture within Adobe Experience Manager (AEM). I guided the team through a systematic overhaul of bp’s component library, applying design systems thinking to introduce consistency, accessibility, and reusability at scale. This required close collaboration with multiple stakeholder groups across business units and geographies, aligning them on shared priorities, governance structures, and user experience principles.

Under my leadership, we leveraged quantitative analytics, heatmaps, and behavioural data, complemented by qualitative insights from user testing, to understand how audiences interacted with bp’s digital ecosystem. This evidence-driven approach enabled us to streamline navigation, simplify journeys, and create a more accessible and intuitive experience. The results were significant: bp saw double-digit growth in engagement metrics across all major markets and achieved #1 global rankings in multiple independent assessments of corporate websites — with its navigation experience recognised as best in class for clarity, usability, and design.

Beyond the initial transformation, I established a sustainable design and development rhythm — embedding iterative UX improvement cycles into Agile sprints and ensuring that user insight and accessibility standards were integral to every release. The success of this work became a catalyst for wider digital initiatives across the organisation. My team was invited to extend UX leadership into areas such as enhancing the candidate experience for careers, exploring digital tools for bp’s new energy ventures, and developing EV charging maps and carbon impact measurement features to support bp’s growing renewable energy strategy.

Perhaps most meaningfully, our work contributed to bp’s broader narrative of transformation — helping to communicate its ambition for a net zero future through a digital experience that felt modern, transparent, and forward-looking. The project stands as one of bp’s most successful examples of global digital collaboration, combining rigorous UX practice with strategic alignment to business and brand goals.