A Chat With: Matt Roberts, UX Designer

Chalk Eastbourne’s Donna Fielder chatted with Matt Roberts, a Senior Digital and UX Designer at Sightsavers, to learn more about his journey to becoming a leader in user-centred design. From career-changing internships to winning a spot on the BIMA 100 list (twice!), Matt’s story is an inspiring read for anyone in digital, design, or simply curious about making technology work better- for everyone.

Donna: So Matt, you’re currently a Senior Digital and User Experience Designer at Sightsavers. Can you start by sharing a quick insight into what that role looks like on a day-to-day basis?

Matt: “Sightsavers is an international charity working across Africa and Asia, advocating for disability rights and preventing avoidable sight loss. I sit within the fundraising and marketing team and am responsible for most of the public-facing websites from a design and UX perspective. That means considering the needs of our users - visitors, fundraisers, donors, partners, and researchers, for example. I get involved in prototyping, building wireframes, user research, and user testing. It’s all about understanding user motivations, behaviours, and pain points.

“A big part of my role is advocating for user-centred design - helping people understand what it is, why it’s important, and the value of designing with a user-first rather than a solution-first mindset.

“I also focus on accessibility requirements, leading discussions internally and with some of our partners to ensure our digital platforms are as inclusive as possible.

“I’ve been here for seven years, and no two days are the same! The organisation has grown significantly in that time, and we’ve helped eliminate Trachoma (an infectious eye condition) in different countries. I was lucky enough to visit a project in Ethiopia a few years ago and see the impact of our work firsthand. It’s an absolute privilege to be working in the charity sector and contribute to something so meaningful.”

You started your career as a graphic design intern following a love of art at school. Have you always been passionate about design, and how do you keep that passion alive?

“I’ve always needed a creative outlet, whether through music, drawing, problem-solving, or even board games. But growing up in a small village, I had no real visibility of what career paths existed in design. I was interested not only in art, design, and illustration but also in how people responded to it - why some people found things intuitive while others struggled.

“I’ve also always enjoyed helping people, and design became the outlet where I felt I could make the biggest impact. I love understanding what motivates and frustrates people and then designing solutions that make their lives easier - whether that’s improving how they fill out a form, sign up for an event, or simply find the key information that they're looking for on a website.

“Design isn’t a 9-to-5 thing for me; it’s my passion. But I have to be mindful not to let it take over completely. Some of my best ideas actually come when I switch off.

“I also like to change my environment regularly. Working in different spaces, around different people, keeps me inspired. Sometimes, I work from Bexhill Library, where they run one-to-one IT support sessions. I overheard a session where someone was asked to provide an email address, and they replied, "Oh, I don’t have an email account, I just have Gmail." That small misunderstanding really stuck with me - it’s those moments that open my mind to different perspectives.”

Did you find your internships valuable in guiding your career path?

“Absolutely. I knew I wanted to be in design, but I wasn’t sure which area. I was interested in typography, so I interned at a magazine publisher. Then I did an internship at a branding agency in London, which focused on consumer packaging, and another at an architecture firm. Each experience helped me figure out what excited me the most.

“It was a lot of trial and error, but that was a good thing. It taught me that my first career choice didn’t have to be my forever choice. Internships are invaluable, but they can be financially tough. That’s why I always advocate for paid internships or grants to help students gain experience without struggling.

“Even just shadowing people taught me so much. At the branding agency, for example, I sat in on meetings where we analysed the subtle differences between Waitrose Essentials packaging and their luxury range. Understanding the psychology behind typography, colours, and branding changed how I saw everyday products.”

Do you believe there’s a designer in all of us, or do you need innate talent to succeed?

“I think anyone can be a designer. But even if you’re naturally talented, you won’t succeed without persistence. Opportunities don’t fall on your doorstep! Design is a skill like any other - you can learn the functional tools, like creating wireframes, prototyping, or conducting user research.

“A natural flair does help you think outside the box and see patterns that others might miss. But even if you don’t have that instinct, there are so many paths in design, and with the right mindset, you can do well.”

You’re Co-Chair of the Inclusive Design Council at BIMA. I understand you’re colour-blind, which must have driven your passion for inclusive design. What are the Council’s key priorities for improving web accessibility?

“I never really thought about colour blindness when I was younger. I didn’t even know accessibility was a thing until about seven years ago. It started with a simple frustration - I was struggling to complete a form because it used red and green to indicate errors, and I couldn’t tell which was which. I was sharing this with some other designers and our conversation opened my eyes to the entire field of inclusive design.

“I also have arthritis, which at times, particularly when I was 24, made it difficult to type let alone hold a phone without it hurting. I was also born partially deaf.". All of these experiences made me realise how often design choices create unnecessary barriers. This led to many more conversations with people around barriers to usage caused by things like language, religion, age and how these can impact everyday things like being able to book a doctor's appointment, for example.

“I was introduced to BIMA as a digital industry network, which has individual councils within it covering a range of areas within digital, such as AI, blockchain, brand, and diversity and inclusion. At the time, they didn't have an inclusive design council and I was approached by another member to see if I would be interested in establishing one. I said yes!

“The Inclusive Design Council exists to inspire and support the digital industry. We run interviews, produce reports, and host masterclasses to share best practices. The field has evolved massively in recent years, and we work to ensure brands and designers are making informed decisions.

“All the members of the council are well-experienced in the field; for example one of our members contributes to evolving the latest official web accessibility guidelines. So we’re well-placed to offer guidance to agencies and businesses looking to improve their accessibility. We aim to bring together experienced professionals and newcomers to ensure fresh perspectives and keep up with evolving trends and technology.

“We also introduced an Inclusive Design Award at the annual BIMA awards to give the topic more visibility.”

Do you think the advances in inclusive design are coming quick enough - and have any recent tools or innovations made things easier?

“Absolutely, there are useful tools being integrated within both design and development software!

“However, there is a lot of information, and sometimes misinformation, being shared about making websites more accessible using plug-ins and tools in general. It’s important to distinguish what is right, and what will genuinely improve someone’s experience online.

“A tool such as WAVE WebAim is a very useful starting point to assist you in spotting issues with a website. Whilst it shouldn’t be solely relied upon as a pass or fail tool, it can give you a general overview of potential areas to fix.

“Please remember that with any tool you use, it’s fundamental that real users are involved in testing products and services to make something truly accessible.”

You’ve been included twice in the BIMA 100, a list that recognises the UK’s most influential people in digital and tech. How has that impacted your career?

“The first time, it was completely unexpected - I had no idea who nominated me! The second time I nominated myself, as I had more confidence in myself, and I was thrilled to be included again. BIMA do encourage self-nominations as it’s a real testament to people’s confidence in their work, and it opens up opportunities for lots of people who are doing great work but might not have a team of people to nominate them.

“Now that I’ve been on the judging panel, I appreciate how meaningful it is. It’s not just about job titles; the panel looks at the impact someone is making, how they push the boundaries and their contributions beyond their day job. They regard it as being in the top 1% of your industry, which is an amazing recognition.

“That said, I don’t typically recommend chasing awards. Just do great work, and if recognition comes, it’s a bonus. If you shape your whole year around winning an award and don’t get it, that can be disheartening.

“Being on the list has definitely opened doors for me - I’ve been invited to speak at conferences and had more opportunities to raise awareness of the work I’m passionate about. And now, as a judge, I get inspired by reading about what others in the industry are doing, whether that’s their professional projects or their volunteer work.”

What advice would you give to anyone wanting to pursue a career in this area?

"One thing that has helped me in my career is making time for self-reflection. I recommend jotting down any small wins that happen during the week as it can help in the long run, especially when you have tougher days. Those notes can act as a great reminder that overall, you're doing a great job and heading in the right direction.

“Take time to think about what you've achieved, the direction you're heading in, and whether it still feels right. Doing this can help you ‘stay in your lane’ and not overly compare yourself with what others are doing - "it’s my career journey, no one else’s."

“If you do get the opportunity to do some internships or work shadowing then go for it. Try different things and see what excites you.”

One final question - what keeps you living and working in this part of the country?

“I love the calm and tranquillity. It’s easy to get to Brighton, London, and the airports when needed, but when I’m home, everything slows down. I can look out over the fields and reset.

“When I worked for a London design agency, I quickly realised the city lifestyle wasn’t for me - the crowded commutes, the constant rush. At university, there was a big push towards working in agencies in London, like it was the only option. But there are so many other ways to build a fulfilling design career without having to be in a big city. Students and early-career designers need to know that they can find a path that suits their lifestyle and values.”