About the blogger

Hi. I’m Phil Barrett.

I’m executive design director of absa’s Design Office. I’m based in Cape Town, South Africa.

I manage a large team of talented designers making user experiences that millions of customers rely on every day.

I was a user experience consultant for about 17 years.  It started in 1999, when I joined Flow Interactive in London.  As consultancy director I worked with heaps of smart people to build up Flow’s reputation and size.  In 2007 I moved to South Africa, and started a Flow office there too. Flow UK became part of Foolproof. And in 2014,  Flow South Africa became part of Deloitte Digital.

I’ve designed all sorts of user experiences and worked with hundreds of users in the process. I’ve worked with plenty of different client organisations too – including Vodafone, Standard Life, Old Mutual, Mxit, Barclays and The BBC.

During the ’90s I designed and developed websites and managed production teams for TV Guide in the US, and for the BBC and lastminute.com in the UK. But I tended to be disappointed by the results, until I cottoned on to the idea that you need to involve your target users in the design process. Eventually, I found out I was an interaction designer. And the rest is history.

p h i l – a t – f r o n t t o b a c k . o r g