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Emma

carter

What I do

DESIGN LEADERSHIP
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Design STRATEGY
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EXPERIENCE DESIGN
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BRANDING
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20+ years crafting experiences, I’ve led design from founding an award-winning UK agency to Principal Experience Designer at Thoughtworks Australia, and Head of International Design at PEXA.

I’m passionate about design maturity, mentoring teams, cross-functional collaboration and creating human-centred solutions.

From experience design awards to design systems saving 1000+developer hours to books like Shaping a Designedup Organisation, I’m all about impact and having some fun along the way!

View MY Work
A beautiful woman in a transparent shawl.Image of emma Carter
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WHO IS EMMA CARTER?

You can take the girl out of design, but you can't take design out of the girl. It's woven into my DNA. Creativity, problem-solving, UX, you name it. Wherever there's a knotty challenge impacting real people, that's where you'll find me. Sleeves rolled up, ready to untangle it with grit, insight, and a dash of that "making it up as I go" magic.

I've led cross-functional teams to reinvent clunky legacy systems. Guided iconic brands to truly get their customers and what they crave. Even convinced skeptical execs to invest in building a powerhouse design team and system. Saving thousands of dev hours, slashing design time, and delivering seamless, consistent experiences that actually delight users. I thrive at the intersection of tech and design. Ensuring we're not just chasing shiny trends but nailing the right problems with smart, human-centered solutions.

Along the way, I've helped brands rediscover their soul. Revamping their identities to fuel global growth, and scooped up a few awards for good measure. I've turned disengaged design teams into visible, valued powerhouses. Mentoring them to step up, own their influence, and lead with confidence, even when imposter syndrome whispers otherwise.

Design isn't just my job. It's my playground. Whether I'm speaking on stages, narrating my own audiobooks (yes, I did that. Felt like a rock star!), or dreaming up future possibilities, it's where my heart beats fastest. As a mum of two spirited kids, a globe-trotting expat (UK to France to sunny Australia), and a lifelong learner, I'm all about balancing bold ambition with real-life authenticity. Let's connect and create something extraordinary.

Shaping a designedup organisation and Designedup books by Emma Carter

MY Mission

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Evolution

001
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Through

Design

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Evolution through design is the relentless refinement of ideas, tools, and experiences in response to real human needs. From the tactile precision of early typography and print to the fluid, data-informed interfaces of today’s tech ecosystems, design has transformed from craft to strategic force. It now orchestrates cross-functional teams, uncovers invisible user workarounds, and turns fragmented data into intuitive systems that save thousands of development hours. This shift demands not just visual fluency but deep empathy, iterative courage, and the confidence to pivot mid-workshop when the path reveals itself.

True evolution emerges when design reshapes organisations themselves, elevating it from surface polish to core operating logic. By embedding human-centered thinking into leadership, culture, and process, design dismantles silos, exposes misaligned assumptions, and reorients entire companies around what users actually need. It fosters inclusive mentorship, champions strengths over conformity, and builds resilient systems that adapt as fast as the world changes. This is design not as decoration, but as the engine of sustainable, meaningful progress.

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QUOTES

WHAT PEOPLE SAY
ABOUT ME?

Team leadership

"I love how you pinpoint key focus areas and guide the team toward meaningful goals. Thanks to your leadership, the design team has clear direction, and the product is intuitive and easy to use. You communicate complex ideas simply, back them with data, and it’s clear your team truly admires and respects you".

GM International Digital Product Delivery, PEXA

Human-centred design uplift

"Emma led design for our largest transformational project, replacing a 20-year-old system with a scalable platform to connect users and clients while boosting efficiency through reimagined processes. In an organisation new to design-led development, Emma skilfully guided executives to embrace customer-centric design. Thanks to her persistent, professional, and patient approach, our organisation now prioritises user-focused digital design".

Sonal Dabari, Software development manager, QTAC

Collaborative
Approach

“Your collaborative spirit and support for the design team has created a really great and cohesive work environment where everyone feels valued, motivated and heard. Your commitment to teamwork not only boosts our collective output but has really enriched our overall project experience. You’re always inspiring team members to excel and push boundaries”. 

Lead designer - PEXA International

Global collaboration

"Emma was instrumental in driving forward the initiative to develop our global design principles. Emma’s stewardship and determination lead to the successful collaboration of global senior design leaders and regional working groups.   

Emma created the research framework to gather the thoughts and ideas of over 250 designers from 9 different regions. Her experience and ingenuity have led to the creation of 8 design principles which have been widely adopted across Thoughtworks. The value of the principals can be seen every day when client teams use them to guide making the right design decision”.

Nick Turner, Head of Design, DCX  
Capgemini, 
Ex-Global Head of Design, Thoughtworks