SeaGlass Digital is one person, and that is the point.

I'm Richard Morland. For 25 years I led digital, UX and AI work inside organisations most people have heard of: HSBC, Diageo, Nike, the BBC, Ford. Big budgets, long timelines, a lot of people in the room.

SeaGlass Digital is the same thinking, stripped of all that. When you hire me, I am who turns up, does the work, and hands it over.

Why an enterprise CX lead works with independent businesses

The problems are the same. A 120-brand drinks company and a five-person café both have work that gets done twice, information re-typed between systems, and a job everyone avoids because nobody has time. The scale is different. The shape isn't.

What large organisations have is someone whose job is to look at that properly. Independent businesses rarely do, and the tools sold to them assume a head office that isn't there. That gap is the whole reason SeaGlass exists.

The scale changes. The method doesn't.

Where I've done this

HSBC Innovation & AI Manager

Design thinking and conversational-AI prototyping for internal generative AI adoption, using a human-in-the-loop model to deploy safely inside a highly regulated bank.

Diageo Global Head of UX & Design, DTC

Founded and led the global UX/CX practice from a four-person team, and architected the Bedrock design system across 120+ brands and 180+ markets.

WongDoody (Infosys) & Fjord (Accenture) Service & UX lead roles

Translating complex business problems into service design for Fortune 500 clients, including rebuilding the RBS home-buying journey across advisor tools and consumer mobile.

BBC, Nike, Ford Earlier work

Delivered V1 of BBC iPlayer; directed the Tokyo retail activation that launched Nike+ Fuelband in Japan; project-directed Ford's in-cabin vehicle experience and visual design system.

How I work, and what I won't do

Everything is agreed upfront, in plain English, with no annual contract and no lock-in. The tools and the skills stay with your team; the aim is that you don't need me afterwards. If AI isn't the right answer for your business, I'll tell you that rather than sell you something — it's a short conversation and a wasted project otherwise.

I work with businesses across the UK, on site and remotely: hospitality, clinics, trades, shops and professional services.

Credentials

• BSc (Hons) Optoelectronic Engineering and Laser Physics, University of Northumbria
• Responsible AI (LinkedIn Learning)
• PRINCE2 Practitioner and Agile Scrum Master
• Google Data Analytics Certificate (in progress)
• SeaGlass Digital is a trading name of C W Casting Limited, registered in England and Wales, Company No. 08180278