Matthew
Bayly
Head of Design
Case Studies
Projects spanning product design, design systems, brand strategy, and UX research — from concept through to engineering delivery.
Casicon
/ Boom Casino
Swedish Market — Platform Launch
A ground-up product and brand concept that became the platform framework for every Hero Gaming product over the following six to seven years. Full arc: market research, VIP workshops, brand strategy, UX, engineering collaboration, and launch.
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Hero Gaming
V2
Product Design System — In Progress
A complete rebuild of Hero Gaming's product design foundation. Multi-brand design system on a new tech stack — primitives, tokens, components, documentation. First brand targeting Q3 2026 launch.
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Brand Analysis
PlayBoom vs StarsPlay — German Market
A self-initiated investigation into a conversion performance gap between two Hero Gaming brands. Five root causes identified. Five recommendations made. All five actioned immediately by the product team.
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Flight Planner
Senior Lead Designer Challenge
A structured UX design challenge in an unfamiliar domain. Research, stress mapping, ideation — and a deliberate mid-process pivot after discovering market overlap. A focused product addressing the highest-stress phase of the passenger journey.
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Design leader.
Product thinker.
Still hands-on.
I am a design leader with 23+ years of commercial experience across digital product design, UX, brand, and creative direction. I have built and led design teams, defined product vision at a strategic level while staying close to the craft. I can still sit down in Figma and produce work I am proud of.
My career spans agency work in Cape Town and London through to product leadership in Malmö — and the skills I have built along the way are transferable to any ambitious digital product environment.
What I am looking for next is a senior role where design has genuine influence on product direction, where building and developing a team is part of the brief, and where the work is something I can be proud to put my name on.
Download CVLet's talk.
I am currently available for new opportunities — senior design leadership roles where I can build and develop a team, stay close to the craft, and have genuine influence on product direction.
Based in Malmö, Sweden. Open to remote and hybrid arrangements across Europe and beyond.
Download CV