Dominic Pegg
Dominic Pegg
Dominic Pegg
I’m a Digital Product Designer with 10 years of experience who thrives in collaborative environments, full of forward thinkers & change makers.
I’ve had the chance to work across a range of industries—Energy & Utilities, Food & Beverage e-commerce, Healthtech, Fintech, Artificial Intelligence (7 projects & counting), Retail, News & Media, and more.
Keep scrolling to learn more
Keep scrolling to learn more
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2025 Portfolio
Dominic Pegg
I’m a Digital Product Designer with 10 years of experience who thrives in collaborative environments, full of forward thinkers & change makers.
I’ve had the chance to work across a range of industries—Energy & Utilities, Food & Beverage e-commerce, Healthtech, Fintech, Artificial Intelligence (7 projects & counting), Retail, News & Media, and more.
Keep scrolling to learn more
The birth of Pi: Bringing emotional intelligence to AI
Working with Inflection AI, the focus was to make Pi feel more like a friend than a machine. Whether for venting, practicing a speech, or finding comfort, Pi quickly became a trusted companion for many—an effort that led to a swift acquisition by Microsoft.
Generative AI
Start up
NLP / LLM AI
Design systems
The birth of Pi: Bringing emotional intelligence to AI
Working with Inflection AI, the focus was to make Pi feel more like a friend than a machine. Whether for venting, practicing a speech, or finding comfort, Pi quickly became a trusted companion for many—an effort that led to a swift acquisition by Microsoft.
Generative AI
Start up
NLP / LLM AI
Design systems
The birth of Pi: Bringing emotional intelligence to AI
Working with Inflection AI, the focus was to make Pi feel more like a friend than a machine. Whether for venting, practicing a speech, or finding comfort, Pi quickly became a trusted companion for many—an effort that led to a swift acquisition by Microsoft.
Design systems
Generative AI
Start up
NLP / LLM AI
The birth of Pi: Bringing emotional intelligence to AI
Design systems
Generative AI
Start up
NLP / LLM AI
The birth of Pi: Bringing emotional intelligence to AI
Working with Inflection AI, the focus was to make Pi feel more like a friend than a machine. Whether for venting, practicing a speech, or finding comfort, Pi quickly became a trusted companion for many—an effort that led to a swift acquisition by Microsoft.
Generative AI
Start up
NLP / LLM AI
Design systems
Designing with empathy: A better way to pay for power
Redesigning National Grid’s payment system to eliminate frustration, enhance accessibility, and help their 20 million active customers understand their energy usage, take action when needed, and manage their payments with complete confidence.
Utility
High-impact redesign
Design systems
B2C
User research
Designing with empathy: A better way to pay for power
Redesigning National Grid’s payment system to eliminate frustration, enhance accessibility, and help their 20 million active customers understand their energy usage, take action when needed, and manage their payments with complete confidence.
Utility
High-impact redesign
Design systems
B2C
User research
Designing with empathy: A better way to pay for power
Redesigning National Grid’s payment system to eliminate frustration, enhance accessibility, and help their 20 million active customers understand their energy usage, take action when needed, and manage their payments with complete confidence.
Utility
Design systems
B2C
User research
High-Impact Redesign
Designing with empathy: A better way to pay for power
Utility
Design systems
B2C
User research
High-impact redesign
Designing with empathy: A better way to pay for power
Redesigning National Grid’s payment system to eliminate frustration, enhance accessibility, and help their 20 million active customers understand their energy usage, take action when needed, and manage their payments with complete confidence.
Utility
High-impact redesign
Design systems
B2C
User research
Designing for growth: Gousto’s first scalable design system
Gousto’s rapid growth during COVID-19 resulted in a fragmented experience, inconsistent styling, and a lack of scalable design.
To address this, a robust cross-platform design system was built from the ground up, creating efficiency and speed.
Food
Design Ops
Design systems
Cross-platform
Project management
Designing for growth: Gousto’s first scalable design system
Gousto’s rapid growth during COVID-19 resulted in a fragmented experience, inconsistent styling, and a lack of scalable design.
To address this, a robust cross-platform design system was built from the ground up, creating efficiency and speed.
Food
Design Ops
Design systems
Cross-platform
Project management
Designing for growth: Gousto’s first scalable design system
Gousto’s rapid growth during COVID-19 resulted in a fragmented experience, inconsistent styling, and a lack of scalable design. To address this, a robust cross-platform design system was built from the ground up, creating efficiency and speed.
Food
Design systems
Cross-platform
Project management
Design Ops
Designing for growth: Gousto’s first scalable design system
Food
Design systems
Cross-platform
Project management
Design Ops
Designing for growth: Gousto’s first scalable design system
Gousto’s rapid growth during COVID-19 resulted in a fragmented experience, inconsistent styling, and a lack of scalable design. To address this, a robust cross-platform design system was built from the ground up, creating efficiency and speed.
Food
Design Ops
Design systems
Cross-platform
Project management
From Flash to future: rebuilding Photobox’s creation experience
Photobox’s aging Flash editor was holding users back. A complete redesign introduced a faster, more intuitive creation experience—boosting conversions, cutting creation time by 50%, and driving a 30% increase in order value.
E-commerce
Personalisation
Conversion optimisation
B2C
Legacy migration
From Flash to future: rebuilding Photobox’s creation experience
Photobox’s aging Flash editor was holding users back. A complete redesign introduced a faster, more intuitive creation experience—boosting conversions, cutting creation time by 50%, and driving a 30% increase in order value.
E-commerce
Personalisation
Conversion optimisation
B2C
Legacy migration
From Flash to future: rebuilding Photobox’s creation experience
Photobox’s aging Flash editor was holding users back. A complete redesign introduced a faster, more intuitive creation experience—boosting conversions, cutting creation time by 50%, and driving a 30% increase in order value.
E-commerce
Conversion optimisation
B2C
Legacy migration
Personalisation
From Flash to future: rebuilding Photobox’s creation experience
E-commerce
Conversion optimisation
B2C
Legacy migration
Personalisation
From Flash to future: rebuilding Photobox’s creation experience
Photobox’s aging Flash editor was holding users back. A complete redesign introduced a faster, more intuitive creation experience—boosting conversions, cutting creation time by 50%, and driving a 30% increase in order value.
E-commerce
Personalisation
Conversion optimisation
B2C
Legacy migration
My principles
Empathy is the strongest design skill
Understanding who will be impacted by your designs is crucial. The ability to think like your users is powerful, but making everyone around you connect to their reality is what can truly drive meaningful change.
Less talking, more doing — get tangible
Creative differences are part of the process, but it's easy to get stuck in a cycle of discussion. Instead of overthinking, act fast and think rationally. Collaborate to refine ideas, then let tangible results lead the way.
Go into every challenge knowing nothing
Human nature is driven by curiosity, pushing us to continuously explore, learn and adapt. Approaching any situation with a sense of naivety fosters openness, reducing preconceived opinions and allows for deeper discovery.
Great minds don’t think alike — so build together
Engaging with individuals from diverse backgrounds and expertise can uncover unexpected solutions. Viewing ideas through a fresh lens can spark inspiration and fosters meaningful differentiation within your explorations.
Look back in order to look forward
Art and design is about understanding and acknowledging what has been done in order to push further. The same applies to businesses and their products—by understanding their journey, you can uncover gaps and opportunities for innovation and growth.
Slow feet don't eat — change with the times
The world is moving fast. Design needs to keep up. Trends evolve, tools shift, and expectations grow. Staying relevant means staying curious, staying open, and being ready to rethink what we know. Creativity thrives when it adapts.
My experience
Ustwo
February 2022 — Present
Gousto
April 2020 — February 2022
Photobox
August 2018 — March 2020
Fjord
(Accenture song)
August 2018 — March 2020
My principles
Empathy is the strongest design skill
Understanding who will be impacted by your designs is crucial. The ability to think like your users is powerful, but making everyone around you connect to their reality is what can truly drive meaningful change.
Less talking, more doing — get tangible
Creative differences are part of the process, but it's easy to get stuck in a cycle of discussion. Instead of overthinking, act fast and think rationally. Collaborate to refine ideas, then let tangible results lead the way.
Go into every challenge knowing nothing
Human nature is driven by curiosity, pushing us to continuously explore, learn and adapt. Approaching any situation with a sense of naivety fosters openness, reducing preconceived opinions and allows for deeper discovery.
Great minds don’t think alike — so build together
Engaging with individuals from diverse backgrounds and expertise can uncover unexpected solutions. Viewing ideas through a fresh lens can spark inspiration and fosters meaningful differentiation within your explorations.
Look back in order to look forward
Art and design is about understanding and acknowledging what has been done in order to push further. The same applies to businesses and their products—by understanding their journey, you can uncover gaps and opportunities for innovation and growth.
Slow feet don't eat — change with the times
The world is moving fast. Design needs to keep up. Trends evolve, tools shift, and expectations grow. Staying relevant means staying curious, staying open, and being ready to rethink what we know. Creativity thrives when it adapts.
My experience
Ustwo
February 2022 — Present
Gousto
April 2020 — February 2022
Photobox
August 2018 — March 2020
Fjord
(Accenture song)
August 2018 — March 2020
My principles
Empathy is the strongest design skill
Understanding who will be impacted by your designs is crucial. The ability to think like your users is powerful, but making everyone around you connect to their reality is what can truly drive meaningful change.
Less talking, more doing — get tangible
Creative differences are part of the process, but it's easy to get stuck in a cycle of discussion. Instead of overthinking, act fast and think rationally. Collaborate to refine ideas, then let tangible results lead the way.
Go into every challenge knowing nothing
Human nature is driven by curiosity, pushing us to continuously explore, learn and adapt. Approaching any situation with a sense of naivety fosters openness, reducing preconceived opinions and allows for deeper discovery.
Great minds don’t think alike — so build together
Engaging with individuals from diverse backgrounds and expertise can uncover unexpected solutions. Viewing ideas through a fresh lens can spark inspiration and fosters meaningful differentiation within your explorations.
Look back in order to look forward
Art and design is about understanding and acknowledging what has been done in order to push further. The same applies to businesses and their products—by understanding their journey, you can uncover gaps and opportunities for innovation and growth.
Slow feet don't eat — change with the times
The world is moving fast. Design needs to keep up. Trends evolve, tools shift, and expectations grow. Staying relevant means staying curious, staying open, and being ready to rethink what we know. Creativity thrives when it adapts.
My experience
Ustwo
February 2022 — Present
Gousto
April 2020 — February 2022
Photobox
August 2018 — March 2020
Fjord
(Accenture song)
August 2018 — March 2020
Also worked with
Still want MORE?
Still want MORE?
You greedy goose!
Email me at: dominic.pegg@gmail.com
Also worked with
Still want MORE?
You greedy goose!
Email me at: dominic.pegg@gmail.com
My principles
Empathy is the strongest design skill
Understanding who will be impacted by your designs is crucial. The ability to think like your users is powerful, but making everyone around you connect to their reality is what can truly drive meaningful change.
Less talking, more doing — get tangible
Creative differences are part of the process, but it's easy to get stuck in a cycle of discussion. Instead of overthinking, act fast and think rationally. Collaborate to refine ideas, then let tangible results lead the way.
Go into every challenge knowing nothing
Human nature is driven by curiosity, pushing us to continuously explore, learn and adapt. Approaching any situation with a sense of naivety fosters openness, reducing preconceived opinions and allows for deeper discovery.
Great minds don’t think alike — so build together
Engaging with individuals from diverse backgrounds and expertise can uncover unexpected solutions. Viewing ideas through a fresh lens can spark inspiration and fosters meaningful differentiation within your explorations.
Look back in order to look forward
Art and design is about understanding and acknowledging what has been done in order to push further. The same applies to businesses and their products—by understanding their journey, you can uncover gaps and opportunities for innovation and growth.
Slow feet don't eat — change with the times
The world is moving fast. Design needs to keep up. Trends evolve, tools shift, and expectations grow. Staying relevant means staying curious, staying open, and being ready to rethink what we know. Creativity thrives when it adapts.
My experience
Ustwo
February 2022 — Present
Gousto
April 2020 — February 2022
Photobox
August 2018 — March 2020
Fjord
(Accenture song)
August 2018 — March 2020
Also worked with
Still want MORE?
You greedy goose!
Email me at: dominic.pegg@gmail.com
Have a great day.
Have a great day.
Have a great day.
Have a
great day.
