TONY KEY
AI Product Design Leader
Human-AI Decision Systems · Enterprise Supply-Chain & Data
West Midlands, UK  ·  tonykey.digital  ·  linkedin.com/in/keytony  ·  tony.key01@gmail.com  ·  +44 (0) 7989 565 472

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PROFILE
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Product design leader with 20+ years designing complex enterprise software, now focused on the layer that makes AI safe to trust — how expert users inspect, challenge, approve and learn from AI-driven decisions. Nine years in supply-chain SaaS translating modelling, data and machine-learning outputs into coherent products for expert users.

Combines systems thinking, commercial awareness and hands-on, code-based prototyping to influence what gets built, reduce product risk, and connect design to data trust, human oversight and business outcomes.

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CORE EXPERTISE
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AI product design / Human-AI decision systems / Agentic & oversight UX / Data trust & provenance / Enterprise supply-chain technology / Systems & platform strategy / Code-based prototyping / Cross-functional leadership

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SELECTED IMPACT
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- Adapted Navi, Coupa's AI assistant, from its original Spend Management design to supply-chain modelling — designing the elements it needed for scenario analysis, artefact creation (reports, charts) and model-scenario integration; now extending into Data Flows (ETL).
- Partnered with Applied Research to turn an AI cost-and-risk forecasting model into a customer-facing decision-support experience — designing how expert users interpret probabilistic forecasts, weigh trade-offs and act with confidence.
- Designed Data Flows, the cloud successor to Data Guru — enterprise-scale data preparation and transformation (ETL) replacing established desktop tooling.
- Helped bring App Builder to market in under 12 months, enabling customers to build their own specialised supply-chain applications without engineering support.
- Led design across a connected supply-chain portfolio used by global enterprises including Coca-Cola, Ford, IKEA and Aldi.

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INDEPENDENT AI RESEARCH
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Self-directed research & discovery prototypes on trustworthy AI

- Accountability Lab (accountability-lab.studio) — independent research turning AI oversight obligations (authority, evidence, traceability, contestability, recovery) into working interfaces: Approval Pattern Gallery, Decision Record Explorer, Oversight Console and an Accountability Eval Kit.
- Discovery prototypes — Solve Axis, TX-1 Terminal Explorer, SS-1 Signal Shell, Swarm Lite: coded, live demonstrations of trustworthy agentic AI — visible reasoning, bounded autonomy, human approval and full audit trails.
- Writing (tonykey.digital) — long-form essays on AI product architecture and oversight UX for senior product and business leaders.

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PROFESSIONAL EXPERIENCE
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Coupa Software / LLamasoft  (2016 – Present)
Lead UX Designer · Lead-level Product Design
Joined LLamasoft as a consultant, becoming an employee in 2017; Coupa acquired the company in 2020. Lead-level design responsibility across complex B2B products used to model, analyse and improve global supply chains.
  - Adapted the Navi AI assistant to supply-chain modelling and designed AI-assisted decision support around probabilistic forecasting — focused on how expert users understand, trust and act on model outputs.
  - Contributing to an upcoming end-to-end AI modelling initiative spanning ETL, modelling and visualisation across the supply-chain platform.
  - Directed UX across multiple product areas and established reusable interaction patterns, balancing delivery with portfolio strategy and platform coherence.
  - Translated powerful desktop modelling and data workflows into scalable cloud experiences while preserving the control expert users depend on.
  - Aligned commercial, technical and customer stakeholders across product, engineering, research and Professional Services around high-stakes product decisions.

Innovation Group / 1insurer  (2015 – 2016)
Senior UX Designer · Contract
Led the redesign of a technically demanding B2B insurance analytics product, simplifying how specialist users created, compared, shared and reviewed reports and analyses.
  - Reworked the information architecture and project structure to improve data discovery and navigation.
  - Designed responsive reporting, onboarding, help and knowledge-base experiences intended to reduce support dependency.
  - Validated the new direction through customer prototype testing before the programme was paused following acquisition.

Aston Martin  (2011 – 2015)
UX/UI Design Contractor
Embedded design partner spanning digital marketing, e-commerce and internal operations, connecting initiatives previously handled by separate departments and agencies.
  - Designed the Used Approved vehicle experience, later developed into the Timeless proposition.
  - Improved vehicle configurator and material-selection experiences, and built internal tools for dealer communications, parts ordering and marketing.

Earlier Career  (Before 2011)
Web & Digital Design
Built a foundation in web design, visual communication and digital production before moving into dedicated UX and enterprise product design.

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EDUCATION
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Postgraduate Diploma — Visual Communication in Digital Design, University of Central England (1999 – 2000)
BA (Hons) 2:1 — Industrial Design, University of Central England (1992 – 1995)
BTEC National Diploma — 3D Design, Bournville College of Art (1990 – 1992)

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PORTFOLIO FOCUS
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Selected work demonstrates AI-assisted decision support for expert users; the interfaces, records and evaluation that make consequential AI systems governable; and design leadership across a connected product portfolio rather than a single feature.

Portfolio: www.tonykey.digital