Hi, my name is Stefan Adams
I create better experiences for
usersPeople.
Scaling user-centred, accessible & consistent experiences across multi-brand product teams that empower, inspire and delight.
View my workDesign Systems
Component architecture, documentation, cross-team adoption and building foundations that scale quality across multi-brand products.
UX Design
End-to-end ownership of complex digital products, from research and strategy through to polished production-ready interfaces.
Accessibility
Meeting accessibility standards is an obligation - I help teams build in that capability properly, not as a retrofit but as a foundation.
Emerging Tech
Designing with AI - from early experiments to using tools that help me work effectively and design better for real users and developers.
Selected work
Loop Multi-brand Design System
Rebuilt 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
Gives designers a one-click way to spot mistakes in their files before developers do, now 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 calls to the call centre by 38% within weeks of launch.
“Nothing great was ever achieved without enthusiasm”
My careerso far...
Other 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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JulianaSenior Product Designer (Loop) @ BT Group
Working with Stef means pushing ideas to their limits. He’s a brilliant systems thinker who always thinks outside the box, with deep technical knowledge and real fluency in Figma. His audit and token mapping across all three brands on the multi-brand project have been outstanding.
He never settles for his first idea. He explores several, so by the time you challenge a decision, you know he’s already found the best one. A true team player, open to others’ ideas - it’s a blast working with him.
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NatashaLead Content Designer (Loop) @ BT Group
Stefan’s enthusiasm is infectious. He takes the time to explore problems in depth, consider different options and understand the bigger picture rather than rushing to a solution. He uses data and user needs to inform decisions, investing in the forward-thinking detail upfront to build strong foundations, prevent issues later and create a smoother path forward for the team.
He’s naturally curious and proactive about learning, regularly teaching himself new skills and sharing that knowledge with others.
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DayleLead React Engineer (Loop) @ BT Group
Stefan is a really good product designer, and his knowledge of the design system is a real strength for the team. He’s done a brilliant job leading the Figma side of the multi-brand work, sharing his thinking and embracing feedback.
He brings multiple solutions to our dev problems and makes sure the whole squad is involved in decisions. Friendly, approachable and easy to work with, he gives 110% to everything he does - and it shows in the quality of his work.
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FrancesProduct Manager (Loop) @ BT Group
Stefan has effectively acted as the Product Design lead for Loop’s multi-brand work, with his ideas, energy and expertise playing a key role in shaping the approach. At the same time, he has remained highly collaborative and open to learning from the wider squad, including new starters.
His adaptability and willingness to challenge and evolve his thinking have strengthened the system across both design and development.
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LindaDesign Lead @ BT Group
Stef’s design skills are consistently strong, but it’s his leadership, ownership and ability to drive progress that really stand out.
He has led Loop’s most ambitious project to date, (the multi-brand project) while successfully onboarding three new product designers.
Brings energy, proactivity and a strong sense of ownership to his work. He approaches challenges with a solutions-focused mindset, consistently finding ways to move the team and work forward.
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StuartProduct Manager (Gaming and Tech) @ EE
Working alongside Stef since the Gaming squad started has been a real pleasure. He has a real can-do attitude and he’s always keen to get stuck in. The add to plan journey’s he designed performed exceptionally well, delivering strong results while enabling the wider team and stakeholders to collaborate effectively.
Stef brings genuine passion to what we’re trying to achieve and is always willing to support the team and help move things forward.
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ArthurSenior Use Researcher @ BT Group
Stef is highly involved in planning and running user research, getting stuck in and helping facilitate sessions on the day. His involvement makes a real difference, particularly when it comes to defining HMWs and agreeing next steps. He also works at pace, responding quickly to research findings and adapting designs when needed. He consistently balances speed with thoughtful design decisions.
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ElliottSenior Product Designer (Loop) @ BT Group
Dude is a superstar.
From the first call we had, it was very clear the passion, skill and knowledge he has, and the dedication he has for his role and the design system.
He’s the kind of designer I really get along with. Someone who could talk about components for hours. Then backs it up with expert-level application and tied in with blue-sky thinking so we don’t just stick to the status quo, but push the frontier of what is possible in Figma.
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HannahReact Engineer @ BT Group
Working with Stefan is always a genuinely positive experience. He brings a friendly, approachable energy to the team and contributes meaningfully to team wellbeing. His depth of knowledge across design, Figma, and Loop is hugely valuable – he’s my go-to person for product design clarity, and his prototypes are always beautifully crafted and thoughtfully executed.
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.
- S is for skating
- T is for making tea 24/7 for GF and never finishes!!!
- E is for easy going… unless there’s jellyfish
- F is for making food (mostly hot Mexican food)
- A is for Apple
- N is for never too many shoes!!!
The end. The whole thing by Stefan Adams.