I'm a digital design director with twenty years of experience building UI and ecommerce work for global brands. I solve complex design problems through precise execution, and I'm increasingly building AI into the products and experiences I ship.

I'm currently Head of Digital Design at Cheil UK, where I lead a team designing ecommerce and campaign work for Samsung across the UK and Europe. I'm also taking on select independent projects, with a particular interest in partnering with South African agencies on senior design work.

What I do

My focus is UI and ecommerce design: the part of the work where craft, systems thinking, and commercial outcome all have to land at once. I'm at my best on projects where the problem is genuinely hard, the standard is high, and execution matters as much as strategy.

Recent work includes an in-store AI virtual try-on experience for Boss, ecommerce platform design for Samsung UK, and global retail campaigns for George. The thread running through it is the same: real commercial pressure, a high bar for craft, and increasingly, AI as a working part of the experience rather than a marketing line.

How I work

I lead, but I'm still in the work. After roughly ten years running the digital design function at Cheil and seven before that at Gloo (since acquired by Ogilvy), I've shaped teams, set quality bars, and shipped at scale. But I haven't stopped designing. The teams I run respect that, and the clients I work with directly get the benefit of it.

Background

I grew up in South Africa and spent the first decade of my career in Cape Town, working at two of the country's most awarded digital agencies: Wireframe Studio and Gloo. I moved to London in 2015 and joined Cheil UK, where I've spent the last decade leading digital design across the Samsung UK account and the wider agency.

The South African work shaped how I think. The London work taught me how to operate at scale. Both still inform everything I do.

Selected Experience

Cheil UK (2015–present)
Head of Digital Design
Digital Design Lead 
Snr Digital Designer

Gloo (acquired by Ogilvy)
Digital Creative Director
Snr Digital Designer

Glasshouse
Digital Designer

Wireframe
Studio Digital Designer

What I work on

UI design · Ecommerce design · Design systems · AI-integrated experiences · Interaction and animation · Design leadership and creative direction

Contact

The fastest way to reach me is michael@objectivemeasure.co