# Tom White

> Tom White is a product designer and design leader with 18 years' experience, currently Product & Design Lead at Hook, where he designs AI-native customer success software. Before that he led design and research at Zencargo, and did agency work at Made by Many and Mint Digital for clients including the BBC, Expedia and Carlsberg. He works as a player-coach – leading through the work, not from a distance.

This is Tom White's portfolio: case studies of his product design work, his writing (also published on Substack) and his CV. Every page listed here has a clean markdown copy at the same URL with .md on the end.

## About

- [About](https://www.iamtomwhite.co.uk/info.md): Who Tom is, in his own words
- [CV](https://www.iamtomwhite.co.uk/tom-white-cv.md): Roles, dates and responsibilities
- [Career](https://www.iamtomwhite.co.uk/about/career.md): Career history, key facts and figures
- [Bio](https://www.iamtomwhite.co.uk/about/bio.md): Background and how he got here

## Work

- [Reporting on Outcomes: Connecting CSM Work to Measurable Results](https://www.iamtomwhite.co.uk/work/hook-reporting.md): Designing Hook's reporting system from scratch – the stopgap that revealed what proper needed to look like, the buy-vs-build decision, and how customer research shifted the framing from activity metrics to outcomes. Case study coming soon.
- [From Signal Detection to a System of Intelligent Action](https://www.iamtomwhite.co.uk/work/hook-agents.md): Designing the conceptual framework and product experience behind Hook's AI agent system – from detecting what's happening in an account to driving what happens next.
- [Using data science to deliver revenue-enhancing insights to bar owners](https://www.iamtomwhite.co.uk/work/carlsberg-adapt.md): An automated data-science platform powering a digital product for Carlsberg customers – automatically ingesting, cleaning and analysing multiple datasets to generate tailored recommendations in simple, human language.
- [Transforming relationships between retailers and their suppliers](https://www.iamtomwhite.co.uk/work/ascential.md): A continuous 360 feedback and benchmarking tool for the world's leading retailers and their suppliers – encouraging cooperation at multiple levels in the supply chain and promoting category innovation and growth.
- [Re-imagining Expedia's global loyalty programme](https://www.iamtomwhite.co.uk/work/expedia.md): An iterative, customer-led approach to redefining a global loyalty programme – based on in-depth interviews with 68 people in Tokyo, Singapore, London, New York and Toronto about their travelling behaviours and relationship with Expedia.
- [Forging a digital-first culture in the world's biggest newsroom](https://www.iamtomwhite.co.uk/work/bbc.md): Created tools for the BBC's team that changed their ways of working. A live prototype brought together news teams across editorial, radio, talent and live video production – allowing them to collaborate and see their combined efforts in one place.
- [Building a design practice, without losing touch with the craft](https://www.iamtomwhite.co.uk/work/zencargo.md): Four years building a design and research practice from two people to thirteen, while staying close to the product. From Series B growth to replatforming, from individual contribution to org design.
- [Modelling a customer's world](https://www.iamtomwhite.co.uk/work/hook-modelling.md): Hook was built on a simple, powerful idea: use machine learning to tell a CSM whether an account is likely to churn. It worked – until Hook's most valuable customers started asking questions a single account-level score couldn't answer.

## Writing

- [Instructing agents from my bike](https://www.iamtomwhite.co.uk/notes/instructing-agents-from-my-bike.md): Two months with the Pebble Index
- [3 risks the AI design process poses](https://www.iamtomwhite.co.uk/notes/3-risks-the-ai-design-process-poses.md): Reflections from Mostly Working
- [Dot, before Dots](https://www.iamtomwhite.co.uk/notes/dot-before-dots.md): Building a personal harness for AI agents
- [Pocket money, Monzo and a very small screen](https://www.iamtomwhite.co.uk/notes/pocket-money-monzo-and-a-very-small.md): Because a savings goal you can’t see doesn't do much motivating

## Optional

- [Design philosophy](https://www.iamtomwhite.co.uk/about/philosophy.md): How he works and what he believes about design
- [Testimonials](https://www.iamtomwhite.co.uk/about/testimonials.md): What colleagues say
- [RSS feed](https://www.iamtomwhite.co.uk/feed.xml): Case studies and writing, full content
- [LinkedIn](https://www.linkedin.com/in/iamtomwhite/)
- [GitHub](https://github.com/iamtomwhite)
- [Substack](https://iamtomwhite.substack.com)