CV of Alex Horstmann

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A creative and commercial customer and user experience leader, with a proven record in driving business value through innovation, customer strategy and experience design. I use my passion, experience and vision to lead teams to deliver fantastic online experiences and drive real business success and growth.



1993 – 1997 B.Sc. (Hons) Physiology
National University of Ireland, Cork


Career History

Jan 2010 – Present Group Customer Experience Lead
TUI Travel plc, Stockholm (SE), Berlin (DE) & Hannover (DE) 
TUI Travel plc is a FTSE 100 international leisure company; the Mainstream European sector delivers 80% of group profits, and its markets include the UK, Germany, the Nordics, Holland, Belgium, Austria and France.


  • Drove the adoption of a more customer centric business strategy.
  • Identified key areas for innovation to drive growth and business value.
  • Created, and gained agreement on, a common European customer experience strategy.


  • Managing multiple European stakeholders in a complex organisational structure.
  • Working with group companies (primarily Nordics, Germany, France & the Netherlands) to agree a common customer experience governance framework.
  • Evangelising and providing thought leadership on an “outside in”, customer centric strategic approach.


Jan 2010 – Present Head of User Experience & Design
TUI Travel plc, Luton, UK |

TUI Travel plc is a FTSE 100 international leisure company; the Thomson and First Choice websites under my remit have a combined online revenue of £1.6bn.


  • Delivered a 35% increase in conversion on and 25% conversion rate increase on through their redesign.
  • Implemented a persuasion design strategy which delivered an 11% conversion improvement.
  • Increased mobile conversion by 100% by setting and implementing a responsive design strategy.
  • Promoted to Head of UX & Design in Aug 2012.
  • Selected for TUI’s Senior Leadership development programme in 2011.


  • Responsible for the strategic redesign of the Thomson and First Choice websites.
  • Leading a multi-disciplinary team of 24 people (UX, Design, UI Developers, QA, BA and PM). • Restructured and grew the UX & Design team into an effective and best in class organisation. • Implemented an insights driven, evidence based user centred design methodology.
  • Responsible for the design of the retail and call centre selling systems.
  • Set and delivered the TUI mobile strategy.
  • Appointed as the European UX Lead, to coordinate UX strategy across Group businesses. 


Aug 2009 – Jan 2012 User Experience Consultant (contract)
Virgin Media, London, UK
Virgin Media is a leading a television, Internet, mobile and fixed-line telephone service provider.


  • Delivered a new site architecture and UX for a new media player and search function.
  • Delivered the strategic UX redesign of the Movies and Games section


  • Providing expert consultancy for a redesign of the Virgin Media site. • Consulted on a new, cross-platform video on demand product. 


Aug 2008 – Jul 2009 User Experience Manager (Fixed Term Contract, Maternity Cover)
Channel 4 Television, London, UK
Channel 4 is a leading UK public-service television broadcaster.


  • Delivered the strategic approach and UX for Channel 4’s online video offering, 4oD.
  • Led the UX team during the redesign of


  • Leading the in-house user experience team and supporting contract resource.
  • Selecting, briefing and managing external agencies.
  • Ensuring that best practice usability and accessibility was in place for all websites.


Apr 2004 – Aug 2008 Senior User Experience Engineer
Tideway Systems ltd, London, UK
Tideway was a private company that developed business intelligence and inventory management software for large IT organisations. It was taken over by BMC in 2009.

  • Led and delivered the UX, design and UI development for Tideway’s cutting edge, flagship product Foundation.
  • Supporting and taking part in pitch work and proof of concept activity at Maersk, JP Morgan and BT.
  • Led the product design of several key features of the Foundation product.


  • Leading the UX & Design team.
  • Responsible for all aspects of user experience and design within Tideway.
  • Led the user research and insight activity that underpinned all product innovation.


Apr 2001 – Aug 2004 Senior Web Designer
DeCare Systems Ireland ltd, Cork, Ireland
DeCare is a full-service digital agency that provides design and development solutions for a select market of eCommerce, health care and retail organisations.

  • Designed the front end of an enterprise level CRM system for a major US dental insurance provider.
  • Senior designer on the redesign of the B2B and B2C online store.


  • Lead Designer for a number of big brand web and intranet projects, including Mastercard, Avon ! Cosmetics and Penguin Books.


Other Roles

Jan 2001 – Apr 2001 Web Designer, Premier Recruitment, Cork, Ireland
Designed and delivered a new website for one of Ireland’s largest recruiters.
Dec 1999 – Jan 2001 Internet Manager, 96fm, Cork Ireland
Designed and delivered new websites for Ireland’s largest independent radio station, including a newspaper site and site’s for 96fm and 103fm.