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Adaptive Lab brings in former BBC creative director

Former Amazon UX & design manager and BBC creative director Scott Byrne-Fraser has joined digital innovation agency Adaptive Lab.

Adaptive Lab was set up by managing director James Haycock five years ago, and has subsequently grown to have an increasing presence in sectors including finance, healthcare, telecommunications and media.

Byrne-Fraser joins the firm with over 14 years experience and will focus on developing Adaptive Lab’s expertise in user experience and design.

In his previous roles with companies including SKY, BBC Sport, BBC News and Amazon, Byrne-Fraser has built and led high-impact and influential user experience and design teams.

Haycock said:

“We’re firm believers that in an increasingly competitive market, customer experience can be the true differentiator.

“Scott’s hire further cements our commitment to partnering with leaders at world class companies to deliver brilliant experiences to their customers.”

“We’re delighted that his range of experience leading large, agile design teams to deliver digital products on a global scale on interfaces ranging from phones, through TV and to voice, has been brought to Adaptive Lab.”

And Byrne-Fraser added:

“A user’s experience of a product is the major differentiator that drives engagement and revenue. One bad experience or annoyance can put people off using a product forever.

“This positions user experience thinking at the heart of product development. Everyone involved with a product is responsible for the experience its’ users have. UX teams are becoming the catalyst which helps drive a change in thinking in which business requirements are generated out of user needs.”