Andrew Tidy
Dynamic User Experience Design leader with a proven record of building high-performing, globally distributed design teams and delivering customer-centric digital experiences at scale. I specialize in developing advanced design systems, applying design thinking methodologies, and leveraging data-driven insights to create intuitive, high-impact solutions that align user needs with strategic business objectives.
I have shaped digital, e-commerce, and retail ecosystems for major brands including United Airlines, Walgreens, Sea Ray, Bayliner, Mercury Marine and Boston Whaler by leading end-to-end product strategy—from concept through execution.
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.