Andrew Tidy
Dynamic User Experience Design leader who builds AI-augmented design organizations and the systems they ship through. Proven record of scaling globally distributed design teams, embedding AI across the research and design lifecycle, and delivering customer-centric digital experiences at enterprise scale. I specialize in advanced, AI-ready design systems, generative research methods, and data-driven insights that align user needs with strategic business objectives.
I'm a UX Director who builds design systems that scale brands — and the AI-augmented research practices that make them smarter. Over the past 20 years I've architected enterprise design languages, led multi-brand UX organizations, and pioneered AI-augmented research and discovery — for Brunswick, United Airlines, and Walgreens as an in-house leader, and for Ford, Discover, and McDonald's as agency clients. I help multi-brand portfolios evolve into coherent, tokenized, brand-authentic ecosystems — and I embed AI and research deeply enough to change how teams discover, decide, and ship.
My current work at Brunswick — Archimedes, the enterprise design system unifying Sea Ray, Bayliner, and Mercury Marine, paired with AI-augmented research workflows that compress discovery from weeks to days — is the clearest expression of that approach: one system, many brands, AI in the loop, and measurable lift in velocity, conversion, and customer experience.
Atomic Design Systems
At its core, a Design System is about collaboration and communication. This is not a single deliverable, but a collection of assets, styles and templates in a master online system that can be shared in real time across product and design teams. The ultimate goal is to create a common design language that can be represented across multiple teams and touch points.
User Research
Moderated and unmoderated usability testing are two distinct methods for evaluating user experience, each with unique strengths. Moderated testing is conducted in real time with a facilitator who can guide participants, ask follow-up questions, and observe both verbal and nonverbal cues—making it ideal for complex interfaces or early-stage prototypes. In contrast, unmoderated testing is done independently by participants, typically online, offering speed and scalability for quick feedback. However, it lacks real-time interaction, so its effectiveness relies heavily on clear, well-crafted tasks and instructions.
Featured Projects
Sea Ray Luxury Boats
United Airlines
Archimedes Design System
Scuba Dive Videos
I pretty much live in the water. As a Marine Mammal and Shark diver at the Shedd Aquarium, I am lucky enough to be on the dive team for aquarium conservation. As a certified Dive Master and Tec. Diver I spend my time exploring the majestic shipwrecks of The Great Lakes. Please see some video footage of these haunting wrecks.