Hina Elton

As an Experience Design Director, my role is to shape, oversee and lead projects and programmes of work while my specialisms lie in research, strategy and product management. I strive to ensure the work delivered for our clients creates the right outcomes for their business and customers. I also manage our Studio team with the other Experience Design Directors.

I am very passionate about inclusive design and accessibility and where needed, I help to ensure our clients are able to anticipate the widest range of users’ needs for their products and services. I often utilise hands-on techniques such as empathic modelling to simulate age-related sensory losses when walking through a new or enhanced product experience.

My professional expertise and formal training, PhD Computer Science and BSc Human Factors & Design, has involved extensive research where I have published several peer-reviewed papers and journals in Human-Computer Interaction (HCI). My PhD research contributed a framework for the security industry on the design, set-up and configuration of CCTV control rooms, as well providing recommendations for the optimal digital video parameters when detecting crime.

Before joining Foolproof, I held various roles in product design, research, strategy and more recently product management across the FMCG, consumer, pharma and financial services sectors. I’ve been lucky enough to help co-design and launch several award-winning products into market including Elekta’s Unity, Sanofi’s Lyxumia® (also published a paper) and Scholl’s Velvet Smooth electronic foot file.

Outside of work, I enjoy renovating property, gardening and spending as much time in the outdoors - whether that’s running or walking the Sussex south downs with my family.