Award-winning Director of Experience Design
Hi, I’m Ed Nicholson - Director of Experience Design at Organic, a digital agency that helps brands build more meaningful connections with their audiences.
With over 17 years in the design industry, I’ve built a career around creating human-centred digital experiences that not only perform but also positively impact people’s lives.
Human-centred design
At the heart of my approach is a deep commitment to human-centred design - not just in outputs, but in process. I focus on the discovery, define, and design phases of the journey, leading everything from user research and stakeholder workshops to journey mapping and experience design.
I believe design works best when it’s co-created with the people it serves.
Creative at the core
Creativity has always been my foundation. Across my career I’ve balanced design craft with strategic thinking - leading art direction across digital platforms, producing campaigns, defining marketing and content strategies, and helping to build brands from the ground up.
Whatever the format, I aim to create work that’s considered, engaging, and grounded in real human insight.
Digital for Good
In 2019, I led the co-creation of Organic’s brand purpose: Digital for Good - a belief that digital should be used to make life better.
This purpose became our north star, shaping the kind of work we pursued and the impact we wanted to have. I helped embed it across the business from how we position ourselves, to how we approach design challenges, to the partnerships we choose.
It’s been a privilege to see that thinking become part of Organic’s DNA and drive six years of purpose-led work.
Walking the walk
To turn purpose into action, I played a key role in guiding Organic towards B Corp certification, making us one of the first digital agencies in the UK to achieve it.
Alongside this, I helped build our pro bono partnerships programme, ensuring our skills and time contributed to causes aligned with our values.
It was important to me that we didn’t just talk about doing good...we did it.
Creating a culture that reflects our purpose
I’ve always believed that purpose starts from the inside out. As part of the leadership team, I played a key role in shaping a people-first culture at Organic, one that reflects our belief in Digital for Good.
Working closely with our People Manager, I helped developed our EVP and supported the creation of a flexible, supportive employee experience - whether someone is with us for the long haul or just passing through for a chapter of their career.
Through training programmes, SMART objectives, and career mapping, I’ve aimed to build an environment where our team can grow and thrive.