For everyone

I’m a Product Designer from Dublin with over 12 years experience and a background in financial services, brand, web & graphic design. Now specialising in conversion optimisation, accessibility compliance and governance of a visual & behavioural consistency.

For Design Leaders

I’m a results-driven designer who can identify, define and visualise innovation opportunities. I believe in the power of quality and collaborate with subject matter experts and decision-makers to ensure digital products meet business goals.

For UX & Product Designers

I’m a naturally divergent thinker and creative problem solver who can craft innovative solutions. From process to pixels, I’ll collaborate with you, learn from you and help make something we can be proud of.

For Product Managers

I bring end-to-end product experience, from vision and strategy to discovery, design and delivery. I’ll partner closely with you to create the highest impact possible.

For Developers

I’m {
technically: <strong>. I’m ≠ engineer, but I know my way around code and can speak fluently with you to deliver results. ! important ;
}

Hi, I’m Simon a Graphic, Content Designer, UX/UI,
 Product Designer from Dublin, Ireland.

Case studies
Case Study - Product design

Redesigning the Aer Lingus booking flow

I’ve worked as a Product Designer at Aer Lingus since 2016. In that time I’ve delivered a broad range of large projects including full redesigns for rebrand, accessibility compliance and responsive web projects, as well as ongoing optimisation and BAU work.

I redesigned all 7 steps of the booking flow for the Aer Lingus website which takes over 3 million bookings annually and generates over 65% of business revenue.

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aer-lingus-flight-search-results-close-up
Case study - Designing for growth

How my conversion optimisation projects increased revenue by €57 million

By understanding customer journeys and combining behavioural economics principles with design best practices, it is possible to dramatically improve conversion rates by shaping customers decision-making pathways.

My creative concepts for conversion optimisation projects have generated over  €57 million of recurring additional revenue.

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aer-lingus-mobile-flight-cards
Case study - Designing for web accessibility

Complying with U.S. accessibility legislation

U.S. accessibility legislation pre-dates the E.U. equivalent by almost 20 years. As an airline that travels to and from the United States, Aer Lingus has had to comply with U.S. Department of Transport accessibility standards since 2017.

I’ve worked extensively on bringing design standards into compliance with W3C/WCAG accessibility standards since 2017.

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accessibility-designer-dublin
Case study - Brand refresh, redesign and development

Rebuilding Bohemian FC’s web presence

Founded in 1890, Bohemian FC are the oldest football club in continuous existence in Ireland. During the financial crisis, Bohemians almost went out of business and needed to rely on the goodwill of volunteers, supporters and community members to survive.

I completely rebuilt The Bohemian FC web presence on a voluntary basis, helping the club to now boast the highest commercial/merchandise income in the League of Ireland.

View Case Study
simon_alcock_web_design
Work
aer-lingus-flight-search-cover

Aer Lingus Flight Search
aer-lingus-2fa

Aer Lingus Two-Factor Authentication
aer-lingus-booking-confirmation-email-case-study-cover-image

Aer Lingus Booking Confirmation Email
aer-lingus-conversion-optimisation

Conversion Optimisation
aer-lingus-flight-search-results-close-up

Aer Lingus Booking Flow
aer-lingus-iconography

Aer Lingus Iconography
accessibility-designer-dublin

Designing for Accessibility
simon_alcock_web_design

Bohemian FC
n-logo-animated

Brand Identity
ei-dx-project-workflow-cover

UX/UI Design Process
cock_tavern_branding

The Cock Tavern
wishbone-screenprint-design

Print Design

Aer Lingus Seat Selection
vanplus-insurance-example

Vanplus Insurance +
wedding-design

Personal Projects
simon_alcock_art

Artworks
aer-lingus-mobile-flight-cards

Aer Lingus Search Results
boarding-pass-design

Aer Lingus Boarding Pass 2024
moneycube-schematic

Moneycube™ Brand Development
logo-design-schematic

SME Web & Branding
covid-response-projects

COVID Response Projects
Skills and Values

Design Leadership

Experience

I combine over a decade of experience with UX strategy, product and content design to craft distinctive customer experiences that engage, guide and incentivise users.

Vision & Strategy

Vision is where we want to be. Strategy is how we get there. Plotting the course to desired results can be as important as the design itself. I see a bigger picture and think tactically. 

Collaboration

Design is a team sport. I collaborate with UX researchers, fellow designers, subject matter experts and company decision-makers to ensure digital products meet UX and business goals.

Product Design

Research

I use data-driven UX methodologies and evidence-based approaches to inform decision making and produce more targeted and relevant products.

Commercial Awareness

By understanding user needs, metrics that matter and behavioral economics, combined with extensive experience in enhancing and testing digital products, I design solutions that consistently deliver positive results.

Brand & Marketing

I’ve helped dozens of businesses to build comprehensive, thoughtful and strategy-driven brand identities.

Design Standards

Design style

I take great pride in the quality of design outputs and strive to produce work that is:

· Useful
· Considered
· Elegant
· Intentional
· Well made

Accessibility

We have a moral and legal responsibility to avoid excluding anyone from our products.

I’ve worked on complying with U.S. accessibility standards since 2017. I’m an expert in producing inclusive content.

Systems Thinking

I’m fluent in design softwares such as Figma, Sketch, InVision and Adobe Suite.

I’ve created and contributed to multiple design and content systems over the last 10 years to ensure consistency at scale.

Learning
berkeley-university-logo

Blockchain Technology (2018)

Berkeley University, California

rit-logo

Critical Thinking & Problem Solving (2018)

Rochester Institute of Technology, New York

UX Design (2019)

UX Design Institute Dublin / Glasgow Caledonian University

curtin-university-crest

Accessibility, Representation & Inclusion (2020)

Curtin University of Technology, Perth

stanford-crest

Fintech (2023)

Stanford University, California

Designing for Accessibility (2025)

UX Design Institute Dublin / Glasgow Caledonian University

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