Robert AJ Ford (RAJF)

I’ve always been a bit of a jack of all trades, enjoying the challenge of finding solutions and learning new skills.

Some say it’s better to be a specialist, some say it’s better to be a generalist. From full-cycle product development to incremental improvements, it’s my experience that most projects benefit from a little of both along the way.

An outside perspective helps challenge assumptions and bring broader insights into your business. My approach develops and validates ideas whilst working with design and development specialists to balance the reality of brand, infrastructure and budget.

What I do

Research
User research
Business analysis
Benchmarking
Design
Wireframes
Style guides
Logo design
Develop
Vue.js
PHP
Jamstack
Plan
Customer journeys
Site maps
Content plans
Create
Prototyping
Interface design
Functional specs
Review
User testing
Analytics
Accessibility
Manage
User experience
Performance
Budget

Who I've worked with

Self employed

FreeStyleGames
Guitar Hero Live
Office of the Public Guardian
Deputy Reporting and Lasting Power of Attorney
Mark Wood Explorer
Ongoing support
Solo 100 expedition website
Expedition 8848 website
North Pole expedition website
Everest expedition website
The Explorers Club, Great Britain and Ireland Chapter
Website
Nike & Adidas
Campaign websites front-end
Tempo Events
Wordpress website

Head of digital

Triumph Motorcycles
Spirit - digital magazine for riders
Whitbread
Employee engagement platform
Thomson Airways
New inflight menu promotion
Racoon International
Website redesign
Social media content
Empire cinemas
Digital magazine
TRW
Marketing campaign support
Summersault
Creation of digital magazine platform

User experience specialist

Alstom
Corporate website redesign
Intranet redesign

Senior Interface Developer

Lloyds TSB Commercial Finance
Information architecture and front-end
Thales Group
Corporate website front-end
Top Marques
Website front-end
Arriva Buses
Website front-end
Taylor Wimpey
Website front-end

Web developer

Jaguar & Landrover
G4 challenge front-end
Asset management system development
ICI
Website accessibility and front-end
Amtico flooring
Adding multilingual support to CMS
Virgin Active
Email campaigns
Simple Cosmetics
Front-end
Enterprise Inns
Front-end
Aga
Front-end

Software Interface Design Consultant

Devonport Royal Dockyard
Worflow management systems
Interface design and usability

Web designer

Dudley College
CD-ROM for new teachers
Interactive learning material

Web Design Assistant

Ents24
Website design and branding

My approach

  1. Establish an appreciation of business and customer requirements

    Primarily through workshops, research and competitor analysis.

    Example services: user personas, customer journey mapping, usability testing, competitor benchmarking, industry research, content audits, heuristic evaluation, accessibility reviews

  2. Architect information, infrastructure and processes around business and user requirements

    Working closely with designers to ensure creative vision is maintained, with developers to evaluate technical considerations and editorial teams to develop content plans.

    Example services: wireframes, sitemaps, project specifications, marketing and communications planning, content planning, infrastructure planning and sourcing

  3. Develop prototypes to evaluate proposals

    The scale, complexity and fidelity of prototypes is geared to what will help make informed decisions and validate proposals.

    Example services: paper, Axure or bespoke interactive prototypes

  4. Aid in the production and delivery of a proposal

    Depending on the project, I may produce specification documentation and work with technical teams to develop and integrate front-end or back-end solutions.

  5. Review and report

    Work with stakeholders to define a meaningful reporting strategy and capture key metrics.

    Example services: setup of Google Tag manger and Analytics, integration of heat mapping and interaction tracking tools.