RAKBANK

Leading Culture Transformation and driving Innovation Strategy at RAKBANK by integrating Service Design, Journey Mapping, and Human-Centered Design principles to radically enhance Customer Experience (CX) and Employee Experience (EX). 

Successfully embedded scalable Innovation Frameworks improving internal capability, customer satisfaction, and employee engagement.

VP - People Transformation & People Product Innovation 

WXO - World Experience Organization

Founding Member

Legal & General

Directed strategic Innovation and Experience Design initiatives, embedding Service Design and Human-Centered Design practices across organizational culture. Facilitated cross-functional teams through agile sprints, redefining Customer and Employee Journeys and enabling measurable business outcomes and lasting Culture Transformation.

Head of People Experience & Strategy

?What If! Innovation | Part of Accenture

Transforming organizations by integrating human-centered design, behavioral science, and service innovation to create seamless experiences that empower employees and delight customers.

Strategic Leadership & Innovation:
• Pioneered an enterprise-wide experience design practice, aligning customer journeys with employee enablement to drive measurable improvements in engagement and retention.
• Designed cross-functional innovation programs, accelerating solution delivery through rapid prototyping and experimentation, resulting in enhanced customer satisfaction.
• Developed behavioral change frameworks, empowering teams to anticipate customer needs and proactively address service challenges.

Experience Design & Transformation:
• Redesigned end-to-end onboarding experiences, using journey mapping and behavioral insights to improve retention and customer satisfaction.
• Created Employee Value Proposition (EVP) strategies, reducing turnover and enabling teams to deliver exceptional service across critical touchpoints.
• Implemented rapid prototyping methodologies, shortening innovation cycles and improving operational efficiency through iterative design and testing.

Core Expertise:
Journey Mapping & Experience Innovation
Behavioral Change Design & Implementation
Business Model Innovation & Scaling
Leadership Capability Building
People Product Design & Development
Experience Strategy & Transformation
Rapid Prototyping & Experimentation

Innovation Manager (Culture & Innovation)

Accenture

Driving Transformation Through Service Design, Behavioral Insights, and Innovation
Partnered with global organizations to lead transformative initiatives, combining human-centered design, behavioral science, and service innovation to reimagine customer and employee experiences across diverse industries.

Strategic Advisory & Leadership:
Guided enterprise-wide transformation initiatives, leveraging behavioral insights and design thinking to elevate service delivery and employee engagement.
Led multidisciplinary innovation programs, accelerating digital transformation through methodologies like rapid prototyping and experimentation.
Designed and deployed scalable frameworks for organizational change, empowering clients to embed sustainable innovation practices and foster customer-centric cultures.
Client Collaboration & Implementation:
Directed end-to-end service design projects, from strategy development to implementation, driving measurable improvements in customer satisfaction and operational efficiency.
Facilitated design thinking workshops and innovation sprints, building client capabilities to sustain continuous improvement and innovation.
Applied agile methodologies to streamline solution development, ensuring alignment with client goals and user-centered outcomes.

Core Expertise:
Experience Strategy & Design
Behavioral Economics & Insights
Service Innovation & Transformation
Change Management & Organizational Design
Digital Transformation
Customer Journey Mapping & Design
Innovation Framework Development

Innovation Manager (People Strategy & Transformation)

GP Strategies - EMEA Region

Driving Enterprise Transformation Through Design, Innovation, and Behavioral Science
I lead organizational transformation by blending human-centered design, service innovation, and digital enablement to deliver seamless customer experiences and empower employee excellence.

Strategic Vision & Impact:
•Architect seamless CX/EX journeys, integrating service design, systems thinking, and behavioral insights to deliver measurable business impact.
•Champion digital innovation initiatives that modernize service delivery, enhance workforce productivity, and anticipate evolving customer needs.
•Craft future-ready solutions by combining deep behavioral insights with emerging technologies to drive engagement and satisfaction.

Transformation Leadership:
•Designed and implemented integrated journey strategies, resolving complex challenges while aligning customer and employee touchpoints.
•Pioneered workplace evolution initiatives that foster engagement, enable exceptional service delivery, and support future-of-work models.
•Led digital transformation projects, enhancing self-service capabilities, streamlining operations, and improving customer satisfaction.

Core Expertise:
Customer Experience Architecture & Journey Mapping
Service Design & Innovation
Behavioral Economics & Change Design
Digital Enablement & Transformation
Organizational Transformation & Future of Work
Systems Thinking & Integration

Director - Strategy & Culture Transformation

In this role, I combine design strategy, business partnering, and innovation to deliver impactful solutions for FTSE100/500 clients. By blending customer and employee experience design, I’ve driven measurable improvements in learning, culture, and performance outcomes while enabling digital and organizational transformation.

Core Focus Areas:
• Customer Experience Innovation: Aligning learning and culture strategies with business goals to enhance customer satisfaction and loyalty.
• Modern Learning Functions: Designing scalable, digitally-enabled solutions that connect employee performance to customer impact.
• People & Culture Design: Building frameworks that empower employees to deliver exceptional customer experiences.
• Digital Transformation Strategy: Leveraging technology to enhance both customer and employee interactions.
• Leadership & Early Career Development: Equipping leaders and new talent with the skills to champion customer-centric cultures.
• Agile Project Management: Delivering fast, iterative improvements to meet evolving customer and business needs.
• Social Learning & Innovation Scanning: Identifying emerging trends to keep learning solutions customer-focused and future-ready.

Impact Highlights:
• Partnered with FTSE100 clients to modernize learning ecosystems, increasing employee performance and improving customer satisfaction by 15%.
• Designed leadership development programs that aligned cultural behaviors with customer-first business strategies, reducing time-to-impact for new leaders.
• Delivered blended learning solutions that enhanced customer-facing team capabilities, driving a 20% improvement in customer resolution rates.
• Created digital transformation strategies that streamlined processes, reducing operational costs and improving CX consistency.

Architect/Consultant - Design, Innovation & People Experiece

The Mindset Software Company

Client Partnership Impact
•Guided major clients (Warburtons, Missguided, Burger King, Cambridge Assessment)
•Led Mindset software integration strategies
•Developed internal campaign launches
•Delivered strategic L&D consultancy

Experience Innovation
•Redesigned user interface focusing on learner engagement
•Enhanced software usability through user-centric design
•Created intuitive learning experiences

Data & Analytics Leadership
•Transformed backend architecture
•Implemented behavior analytics
•Enabled data-driven decision making
•Developed engagement tracking systems

Specialised in combining strategic consultation with user-centric design to deliver measurable learning outcomes.

Head Of Audience listening & Innovation

TalkTalk

Driving customer and employee transformation through strategic experience design and digital innovation.

Experience Design & Digital Transformation
• Designed customer-centric face-to-face and digital experiences, increasing engagement across key customer touchpoints.
• Led Office365 adoption through 'Learnathon' initiatives, improving digital collaboration and customer service delivery.
• Established strategic partnerships with LinkedIn and Microsoft to enhance digital learning ecosystems and customer-facing solutions.

Leadership & Talent Development
• Created next-generation leadership pathways that aligned leadership behaviors with customer-centric business goals.
• Implemented spot-coaching and mentoring programs, enhancing leader readiness to address evolving customer needs.
• Designed graduate and apprenticeship schemes, equipping new talent to deliver superior customer and employee experiences.
• Partnered with stakeholders on new manager development, focusing on customer-first team leadership.

Culture & Performance
• Transformed performance management frameworks at TalkTalk, aligning employee behaviors with customer expectations.
• Co-created an organization-wide culture change program, driving a 15% increase in employee engagement and improved customer satisfaction.
• Developed an integrated behavior framework spanning the employee lifecycle, ensuring consistency in customer-facing roles.
• Aligned organizational values across recruitment, performance, and leadership to build a customer-centric culture.

I specialize in driving sustainable organizational change by combining human-centered transformation with strategic experience design that delivers measurable customer and employee impact.

Group People Experience Lead

Telefónica

Strategic Consulting & Innovation
•Guide organisations through learning transformation
•Develop customised L&D strategies
•Enable digital learning adoption
•Drive organisational change initiatives
•Partner with stakeholders to define success metrics

Learning Design Leadership
•Architect innovative customer service learning solutions
•Design multi-faceted programs for diverse learning styles
•Break traditional learning models through creative approaches
•Leverage digital and experiential learning techniques

Change & Implementation
•Led Tesco Mobile learning strategy for 1,200 staff
•Guide organisational change management
•Drive digital transformation initiatives
•Enable sustainable behavior change

Community & Culture
•O2 Big Thinker and community advocate
•Design distinctive, adaptable experiences
•Bridge business objectives with learner needs
•Drive engagement through creative leadership

Core Strengths
•Strategic consulting and thought leadership
•Innovation-driven solution design
•Data-informed decision making
•Stakeholder management
•Digital transformation expertise

Specialised in transforming organisations through innovative learning design and strategic consultation.

Learning and Development Consultant

Tesco Mobile

Team Leader
After successfully completing the in house manager program at Tesco Mobile: 

•	Part of the Aspire Programme, providing short and long term cover for team managers with the focus to become a full time manager this can range from 2 weeks cover to long term
•	Dealing with both internal and external customers
•	Resolving escalations
•	Set expectations 
•	A standout role model
•	Advising and coaching new team members this being on a 121 or group level
•	Develop excellent interpersonal skills
•	Delivering presentation to a wide range of audiences

Team Leader/Coach

•Creating and maintaining a positive, rewarding work environment.
•Focus on ensuring employees feel valued and invested in their work.
•Collaborate with internal stakeholders
•Responsible for recognise performance achievements and service anniversaries. 
•Responsible for creating and distributing employee feedback surveys compiling  the results of the survey and present our recommendations to organizational management.

Employee Experience Manager (TAG) 

Customer Service Advisor
•	World class customer care
•	Provision of efficient, courteous customer service
•	Working as part of the I.C.E team 
•	Working as part of the TAG team 
•	Hitting stretch in all API and achieving APR of 1
•	Member of the Think Big team, helping out in my own time with Bolton lads and girls club, delivering training and feedback Train the Trainer scheme

Customer Service Specialist

I help innovation leaders, CX and EX directors, and HR professionals design experiences and innovation strategies that deliver measurable business and cultural impact.

With deep expertise in Customer Experience (CX), Employee Experience (EX), Service Design, Culture Transformation, and Human-Centered Design, I turn ambitious strategies into scalable realities.
Whether you're:

• Scaling Innovation Frameworks and Capability Building
• Redesigning digital or physical Customer and Employee Journeys
• Embedding Behavioral Science and Design Thinking methodologies
• Launching Venture Incubation initiatives or agile experiments (MVP Testing)

I provide practical, outcome-focused solutions that resonate across your organization and your customer base.

Specialties:
✅ Innovation Strategy and Operating Models
✅ CX & EX Strategy and Journey Mapping
✅ Behavioral Science & Human-Centered Design
✅ Service Design and Prototyping
✅ Culture Transformation and Organizational Change
✅ Agile Methodologies & Venture Incubation

If you're facing challenges with CX, EX, or scaling innovation... DM me lets have a chat.

Danny Seals

The time has come for me to start exploring new senior opportunities in Dubai and Abu Dhabi. I’ll be available from January. If you’re building the next chapter of customer or employee experience in the UAE, we should talk.

The UAE moves fast, faster than most organisations are structurally designed for. 

The challenge is creating experiences that keep pace internally and externally while driving growth and loyalty.

Over the last decade, my work has lived at the intersection of experience strategy, innovation, service design, and transformation.

Across industries, I’ve been building, scaling, and embedding the systems that elevate how organisations design and deliver experiences.

My craft blends four core disciplines:

𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 Designing experience-led strategies that connect brand, business, and behaviour.

𝗘𝗫 + 𝗖𝗫 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 Orchestrating the front-stage journey and the back-stage systems that create it.

𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 & 𝗖𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 Leveling up teams in journey mapping, insight synthesis, product thinking, and service and experience design

𝗣𝗲𝗼𝗽𝗹𝗲-𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 Shifting organisations from process-driven structures to product-led, experience-driven operating models.

I’ve also been sharing this work more widely speaking at:
talabat  thanks Maha 
Talent Tribe UAE thanks Mark 
Soon presenting EXE

Along the way, I’ve had powerful conversations with leaders like Mark, James, Tanvi, Arjan Schimmel, Callum Nathalie, Daniel exploring the future of experience, strategy, and tourism in the region. 

Connected Lorna and Ruth together who have gone on to create Dubai first employee experience focused event and community EXE


𝗧𝗵𝗶𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗿𝗮𝗳𝘁 𝗜 𝗯𝗿𝗶𝗻𝗴:
• EX–CX Integration
• Experience Architecture
• People-Product Transformation
• Insight-led Design
• Innovation Capability Building

𝗜’𝗺 𝗲𝘅𝗽𝗹𝗼𝗿𝗶𝗻𝗴 𝗿𝗼𝗹𝗲𝘀 𝗮𝗰𝗿𝗼𝘀𝘀:
Head of Experience, Experience Strategy, Director of Innovation, People-Product Transformation, CX/EX Integration, Experience-led Transformation particularly within Dubai or Abu Dhabi.

If you know a leader shaping the next chapter of experience in the UAE, I’d value an introduction.

❓𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗿𝗼𝗼𝗺:
Which UAE organisations are genuinely pushing the boundaries of experience design and or customer and employee experience right now?

Talking about experiences 

Here’s a recent picture, that was taken when I visited the grand mosque in Abu Dhabi.

Experience Strategy & Transformation Leader | Customer + Employee Experience | Innovation, Journey Design & EX/CX Integration

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The folks at Miral Destinations launched their new Stranger Things experience in #AbuDhabi similar to the breakdown I did of teamLab Inc. experience here's my honest breakdown of the experience...

We arrived as a group of adults who had Netflix Stranger Things stitched into our minds, we knew the lore, the soundtrack, and we have the nostalgic f

Open article: Stranger Things Abu Dhabi: A Case Study in Immersion Fracture and the Price of Getting Experience Wrong by Danny Seals • 5 min read

Stranger Things Abu Dhabi: A Case Study in Immersion Fracture and the Price of Getting Experience Wrong

Enthuse Coaching and Training

"If you need a reminder of how fun learning can be, get in touch with Tim."
That’s what a client said after working with me, and it’s exactly what I set out to create with Enthuse. 

Leadership isn’t about memorising frameworks or death by PowerPoint. It’s about showing up, making better choices and leading with emotional intelligence.

Coaching that cuts through the noise. That’s what I help people do.

The Highlights
🎯 Coaching and training that’s practical, no-nonsense and built to be used in the real world
🎯 Focusing on shutting down the Bullshit Factory: negative habits, self-doubt and bad leadership patterns 
🎯 Interactive learning that engages you and means something, not just something you sit through until lunch
🎯 Designed to help leaders, teams and whole organisations build emotional intelligence and make a real impact

The Finer Details
🎯 My authentic, no-nonsense approach underpins everything I do, turning insight into action
🎯 Whether it’s 1-1 coaching, leadership development, team training or keynote speaking, I help people take ownership and lead with confidence
🎯 I work across all sectors, because at the end of the day, people are people, and that’s where real leadership happens
🎯 Every session is tailored, straight-talking, and designed for impact and real-world results 

If you're ready to make leadership real, get rid of the filler and fluff, and find something you actually engage with, let’s talk.

Leadership Coach & Inspirational Speaker

I like to think of my Break the Mould books as a personal collection of concept albums. Each one stands alone, but together, they follow the same core message, the same driving force.

They’re inspired by my experience, expertise, and the music that shaped me.
Honest, unfiltered and designed to make an impact.

Break the Mould: How to Be Your Best Version of You (2022)
If leadership feels like an act, if you’re tired of following scripts and playing a role…you’re not alone.
I’ve been there.
This book is about stepping off autopilot and leading in a way that actually feels right. No corporate fluff, no rigid frameworks, just practical tools to help you lead with confidence, authenticity and impact.

How to Shut Down Your BS Factory (2024)
There’s an invisible force in every workplace, every boardroom, every mind - the Bullsh*t Factory.
It fuels doubt, drains energy and stops leaders from stepping up. This book exposes it, calling it out and giving you the tools to fight back.
If you’re ready to stop second-guessing yourself and start leading with conviction, this one’s for you.

Both books are available to buy today on Amazon.
If you’re ready to Break the Mould, now’s the time to start.

Author

Missguided

You know those offers that you just can’t refuse? That was Missguided for me.

I was brought in to build their L&D team from the ground up & shape their talent & leadership development offering, which I did (and then some!) 

The Highlights:
•	Designing & implementing a companywide L&D strategy
•	Delivering Talent & Leadership programmes & workshops
•	Building & leading the Missguided L&D team
•	Coaching the Exec team & senior leaders

Some of my best work happened here & a lot of my clients today are people I worked with there. It was a defining chapter &while the reality didn’t quite match the promise, this role taught me a lot & gave me the push I needed to go all in on my own coaching business.

Head of Learning and Development

Nobia

I learned more here in a short space of time than anywhere else. Nobia was the best place I ever worked, & is a company that values development & providing the space to grow. 

The Highlights:
•	Designing multi-brand Leadership Development programmes
•	Creating & leading Talent Development programmes
•	Delivering National Leadership & Talent Initiatives   
•	Coaching senior leaders to be more confident & impactful   

I moved on when (what I thought was) the right opportunity came up (albeit sooner than expected), but this role reinforced everything I knew about leadership. When you invest in people, they step up.

Development Partner

Eddie Stobart Logistics Ltd

Eddie Stobart taught me that leadership isn’t about playing a role, it’s about showing up as yourself. Working under the best boss I’ve ever had, I was challenged, given opportunities & pushed to take the lead. 

The Highlights:
•	Creating Leadership Development programmes
•	Driving Talent Development initiatives 
•	Managing a national L&D team, supporting a staff of 2,000+

I cut my teeth here, delivering first-class learning & influencing senior leaders to take development seriously. After spending years in operations, doing everything from driving strategy & budgets to stakeholder management, Eddie Stobart was the turning point & showed me what I really wanted to do.

This is where the ';ightbulb moment' happened for me & it showed me that we can choose to be an authentic leader & can control the impact we have through making positive choices.

Everyone should have the kind of experience I had at Eddie Stobart as it showed me how to NOT do  lot of things in leadership & also gave me the courage to choose to Break the Mould & Lead by Example & NOT by Job Title.

Training and Development Manager

Route Organisation

I led the Operations Team providing high level customer service to Regional Sales teams & customers.  The main aim of my role was to ensure that the highest level of support was provided to internal and external customers whilst managing a large & diverse portfolio of suppliers & consultants.
Key to my role here was my ability to lead & coach my team achieving excellent service & operational performance.

Operations Manager

Instep UK Ltd

I managed the delivery of all learning projects ensuring they were delivered on time & to budget whilst providing excellent customer service to our clients. The aim of my role was to effectively plan all learning activities ensuring that all training materials were designed & provided for our external team of consultants to deliver at client sites across the UK.
I managed ongoing client relationships whilst leading the Service Delivery Team to ensure the right level of support was provided to clients & our consultants.  I often supported facilitators in setting up & delivering learning experiences gaining invaluable experience & insights into what makes a successful learning experience.

Service Delivery Manager

Brookson

I managed the Payroll Administration team providing an efficient payroll service & excellent customer support to over 10,000 members achieving commercial KPI's. This role was my introduction to leadership & coaching a team where I led a team of over 20 people reporting directly to the Managing Director. I learnt to lead an efficient & effective high performing team whilst developing my team through coaching & feedback.

Payroll Team Manager

Yorkshire Bank

I provided front of house customer service & back office administration support.

Cashier

It Always Starts With You.

That’s what I learned the hard way.

I didn’t start out as a leadership coach. I spent 15+ years in senior leadership roles & working in Learning & Development across logistics, retail & manufacturing with businesses like Eddie Stobart, Nobia & Missguided.

I saw first-hand what makes leaders thrive (and what holds them back) & made many of the classic leadership mistakes myself.

I ticked the corporate boxes, played the game & tried to lead how I thought I should. Then I realised something.

Leadership isn’t about job titles, authority or ego. It’s about who you are when you show up.

And I learned that emotional intelligence will get you further in life than anything else & what people really want are authentic leaders with the ability to break the mould of what leadership is supposed to look like.

That’s why I founded Enthuse Coaching, to help leaders Lead by Example NOT Job Title.

So, What Do I Do?
I design & deliver leadership coaching that actually works.
No corporate jargon, no pointless theory, no death by PowerPoint (you’re welcome!).

I work with organisations to develop:
✔️ Self-aware leaders who utilise emotional intelligence
✔️ High-performing teams that collaborate & communicate better
✔️ Stronger leadership cultures that build trust & psychological safety
✔️ Practical, no-fluff coaching solutions that fit real-world leadership

How I Do It?
🎯 Leadership Development Programmes, including my flagship Enthuse Your Leadership
🎯 Team Coaching that helps senior leadership teams work better, together
🎯 121 Coaching, designed to challenge & develop leaders at an individual level
🎯 Inspirational Speaking & Keynote sessions that engage instead of bore

Most Importantly, Why Does It Matter?
People don’t follow titles. They follow leaders they trust.
No leader actually wants to be the office buzzkill.
Teams don’t want to be “that problem team”, they just need leadership that works.

I help leaders cut through their own BS Factory, removing the habits, doubts and outdated management styles that stop them from leading effectively.

Because when you lead with authenticity, emotional intelligence & confidence; everything changes. 

Trust goes up, engagement increases & businesses thrive.

Lead by Example NOT Job Title - It Always Starts With YOU.

Arrange a call today to find out how my Enthuse Coaching will help you become the leader you want to be.

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Danny Seals

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