Product design leadership for AI-era teams
15+ years leading complex, multi-market products across media, enterprise and digital platforms.
Theo Andreadakis
15+
Years of
experience
56
Countries
global delivery
Product design and UX leadership
Deloitte.com platform scale
HBO Max platform scale
Global digital delivery
AI integration across the design cycle
Selected work
Focused examples showing leadership scope, product complexity and design impact.
6 case studies
Design leadership across Deloitte Digital and Deloitte.com, connecting teams, systems and measurable UX improvement.
Product direction and end-to-end UX for a multi-platform sports ecosystem within a global streaming service.
Streaming UX, product flows and service design grounded in measurable experience outcomes.
UX leadership across BT Sport and My BT, connecting subscription journeys, adviser tools, 5G and cross-platform playback.
Product vision, customer journeys and experience strategy for automotive online retail.
Streaming media UX and reusable interaction patterns across a broad entertainment ecosystem.
Strategy. Delivery. Craft.
Strategy. Delivery. Craft.
Strategy. Delivery. Craft.
Leadership & Ops
Senior design leadership that connects strategy, delivery and craft.
I help organisations create clearer product direction, stronger design systems, better team operating models and user experiences that can scale in the real world.
Product Direction
Aligning user needs, business goals and delivery constraints into clear design strategy, product priorities and stakeholder narratives.
See HBO Max product direction
Design Systems at Scale
Building governance, contribution models, reusable patterns and adoption paths that improve speed, consistency and product quality.
See Deloitte.com at scale
Team Leadership & Ops
Supporting hiring, coaching, prioritisation, critiques, rituals and operating models so teams can do better work with less ambiguity.
See global product operations
UX Performance
Using research, analytics, accessibility and experimentation to improve journeys beyond launch and build a continuous learning cycle.
See three-year UX performance
Clarity across complex products, systems and organisations.
My work sits at the intersection of product design, research, design systems, UX optimisation, brand expression and organisational leadership. I am most useful where complexity is real: multi-market platforms, matrixed teams, ambitious roadmaps and products that need to scale without losing quality.
Product design
Complex platforms, service flows, interaction models
Research & optimisation
Discovery, usability, analytics, experimentation
Design systems
Governance, accessibility, tokens, adoption
Leadership ops
Hiring, coaching, OKRs, roadmaps, KPIs
AI integration model
Agentic research, rapid prototyping, design-to-code and AI QA
Executive storytelling
Vision, recommendations, stakeholder alignment
AI integration & leadership
Implemented operating models, team enablement and leadership across complex global products.
The working six-stage operating model I implemented, with onboarding and training materials that enabled the team to apply it in practice.
Research → delivery → measurement
Product design, research, design systems, UX optimisation, brand expression and organisational leadership.
Supporting teams, tools and operating models so people can do better work with less ambiguity.
Let’s talk about senior design leadership.