Home - Elizabeth Eagle-Simbeye | Design Strategist & Senior Lead

Principal, Experience Design

I turn business problems nobody has framed yet into experiences that work.

For the business and the customer. Twenty years across Toyota, Lexus, and Co-op. I win the work, frame it, lead the team, and own the result. Clarity first, craft always, zero fluff.

Experience

A career defined by curiosity, crossing borders, and building what matters.

I lead cross-functional teams to build experiences people trust and systems that travel across markets.

I understand the commercial side and the customer side, and I make the work serve both. I stay close enough to the build, the data, and the technology to know what is real, and far enough back to keep the whole thing pointed at the outcome.

approach

From ambition to alignment. From alignment to impact.

mindset

Clarity first. Craft always. Courage where needed.

Foucs area

Designing systems, not just screens.

Product Design

I lead product design where the stakes are real: complex platforms, multiple markets, millions of users. I shape direction before design starts, keep teams close to the build, and hold the quality line when timelines tighten. The work has to ship, perform, and earn its place commercially. That is the bar I design to.

Digital Transformation

Transformation is where design decisions become business decisions. I am brought in when an organisation is changing how it works, and I make sure experience leads that change. I align product, technology, and the business around one direction, then turn it into work that delivers. The organisations I work with come out with a stronger design function, clearer governance, and sharper decisions, and the impact outlasts the programme.

Experience Strategy

I set experience strategy at programme level, connecting what users need, what the business wants, and what delivery can actually build, before anyone designs a screen. Done early, this lowers risk and speeds everything that follows. I frame the problem, find the opportunity inside it, and give the team a direction they can move on with confidence.