Hi, I’m Stefan Adams
I make better experiences for
usersPeople.
Scaling accessible, consistent design across BT, EE & Plusnet for 25 million customers.
See my workAll illustrations are hand drawn by me.
Design Systems
Components, documentation and cross-team adoption: foundations that scale quality across multi-brand products.
UX Design
Owning complex products end to end, from research, testing and strategy to polished, build-ready journeys.
Accessibility
Accessibility is essential, not a nice-to-have. I help teams build it into designs from the start, not retrofit it later.
Emerging Tech
Exploring AI workflows and new tools that close the gap between design and code for everyone building our products.
Selected work
Loop Multi-brand Design System
Evolved EE’s design system to power BT, EE and Plusnet from one foundation, now used by over 650 people at BT Group and reaching 25 million customers.
Loop Figma Debug Tool
One switch in Figma that shows what’s really using Loop, saving 4+ hours a week and used by over 350 people a month across BT, EE and Plusnet.
Plusnet Broadband Order Tracker
Rebuilt Plusnet’s underperforming broadband order tracker from the ground up, cutting the share of new customers calling during setup from 11% to 9%.
My careerso far...
Other part-time freelance roles and brands I’ve worked with:
WONDR | Product Designer – App (Nov 2019 → Jun 2020)
Semantic Audio Labs | UI/UX Designer – Faders (Dec 2017 → May 2020)
What people I’ve worked with say about me
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LindaDesign Lead @ BT Group
Stef’s design skills are consistently strong, but it’s his leadership and ownership that really stand out.
He led Loop’s most ambitious project to date (multi-brand) while onboarding three new designers, bringing energy and a solutions-focused mindset that moves the team forward.
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FrancesProduct Manager (Loop) @ BT Group
Stefan has effectively been the Product Design lead for Loop’s multi-brand work, his ideas and energy shaping the approach. He’s stayed open to learning from the whole squad, including new starters, and his willingness to challenge his own thinking has strengthened the system.
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DayleLead React Engineer (Loop) @ BT Group
Stefan is a really good product designer, and his design system knowledge is a real strength.
He’s done a brilliant job leading the Figma side of multi-brand, bringing multiple solutions to our dev problems. Friendly and easy to work with, he gives 110% – and it shows.
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NatashaLead Content Designer (Loop) @ BT Group
Stefan’s enthusiasm is infectious. He explores problems in depth and sees the bigger picture rather than rushing to a solution, using data and user needs to build strong foundations that prevent issues later. He’s naturally curious, teaching himself new skills and sharing them with others.
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ElliottSenior Product Designer (Loop) @ BT Group
Dude is a superstar. His passion and dedication to the design system is next level. My kind of designer. He could talk about components for hours, then back it up with expert-level work and blue-sky thinking that pushes the frontier.
Let’s talk about what’s next...
Or we can talk video games, golf or skateboarding :)
Video description
Stefan Adams: The S-N of Stefan A hand-drawn animation, set to music, that spells out my name one letter at a time, each with something that says a bit about me. The letters of Stefan stand among clouds, with “the S to N” written beside them.
- S is for skating. A skateboarder leaps over a small child holding a balloon, as a pram rolls in and a woman watches, hand to her mouth.
- T is for making tea 24/7 for my wife – never finishes!!! A clock marked 24/7 above a steaming cup of tea, then a frazzled man, his head exploding, hands his wife another mug.
- E is for easy going… unless there’s jellyfish. He relaxes in a little boat in the sun, drink in hand, as other boats sail past calling “Hello!” and “Hi!”. Then jellyfish appear under the boat and he throws his arms up in panic.
- F is for making food (mostly hot Mexican food). A chef in a tall hat, ringed by spinning food and kitchen tools.
- A is for Apple, with a heart. In starry space, an Apple logo with rings like a planet floats by, and an astronaut drifts past and waves.
- N is for never too many shoes!!! A man in sunglasses stands by a mountain of shoes, tossing another on top.
The end. The whole thing by Stefan Adams.