LUKE DACEY • HEAD OF DESIGN
I help organisations build the right products.
From founder-led startups to global product organisations, I combine hands-on design, product judgement and experienced leadership to help teams build the right products.
What sets Luke apart as a leader is his ability to combine vision with collaboration. He communicates ideas with clarity and passion, bringing others on the journey and motivating them to raise their own standards.
Jay Tulloch - Head of Platform Design, Careem
PRODUCT DELIVERY IS CHANGING
Most teams are experimenting with AI. I’m building it.
THE STRATEGIC SHIFT
Over the last year I’ve worked hands-on building AI-native products at Casim while developing my own AI-driven, end-to-end product delivery system.
It applies AI where it creates genuine value, reducing ambiguity and risk, minimising waste and accelerating product and design execution without sacrificing judgement.
SELECTED CASE STUDIES
Every organisation is different.The challenges rarely are...
Over the last 24 years I’ve worked across startups, scale-ups and global organisations. I’ve found the same patterns repeat. These projects show how I approach them.
01.
Building the wrong thing is expensive.
FOUNDING DESIGNER • ZERO TO ONE • AI NATIVE
Replacing assumptions with evidence to build the right product from day one.
04.
Complexity compounds.
COMPLEX SYSTEMS • SERVICE DESIGN • CONVERSION
Making difficult products feel simple through better product design.
02.
Growth exposes every weakness.
22 SERVICE SUPER-APP • 70M+ USERS • 40+ DESIGNERS
Helping products and teams scale without losing clarity or quality.
03.
The obvious problem is rarely the real one.
PLATFORM REDESIGN • MOBILITY • SCALE
Research that challenged assumptions and transformed customer behaviour.
HOW I LEAD
I don’t manage people, I manage the conditions around them.
Clear direction, honest feedback, no surprises
My job is to create the conditions for good work. Clarity on the brief and protection from noise.
Honesty and transparency as standard
I stay close to the work. When something isn't working I say it early. When it is, I say that too.
Air cover without isolation
Clear ownership, honest feedback, no surprises. The teams I've built keep delivering at scale.
Freedom within a framework
Strong opinions on direction, clear ownership, then genuine autonomy on execution.
FROM THOSE WHO WERE THERE
“Luke is the kind of leader who always raises the bar for quality, for accountability and for the culture of the team”
Linden Dance - Lead Product Designer, Careem
“Luke’s leadership was pivotal to the success of our projects. Luke combines strategic thinking with a deep sense of empathy”
Samantha Hamadeh - Product Marketing Lead, Careem
“His ability to balance hands-on execution with big-picture thinking makes him an invaluable example in any team”
Nadia Roeleveld - Product Designer, Koos
