Alex Charlton is a strategic designer living and working in Amsterdam.

I work with teams in the early stages of developing digital products and help them get to customer-pleasing solutions with minimal fuss.

I've worked with startups and global organisations, both in-house and agency-side for almost 20 years. I bring a design-led approach to solving different problems, and help teams navigate safely through the most common issues that come up in developing product solutions and finding market fit.

I’m currently leading design for new passenger experiences at Air France KLM.

Product Coaching

As a coach I help new teams and startups get to market fit faster.

Maybe you need help:

  • Getting the product story straight.
  • Figuring out what to build first, next, and later on.
  • Building, testing, improving and pivoting – quickly.
  • Helping teams put all of this into practice for themselves.

Most recently I worked with the team at Kosy in the run-up to their acquisition by Kumospace, and before that I coached teams at Abundance Investment, NS International Rail, ING and BDR Thermea.

Getting the product story straight.

Finding your angle and telling it well can be tricky — but being able to explain your key ambition in simple terms is fundamental for finding focus, building internal support and promoting the product effectively.

I can bring an outside perspective to help get to what’s important and strip away the noise — whether it’s forming a pitch, developing your website messaging, or finding the north star that’s central to your product strategy.

Figuring out what to build first, next, and later on.

How do you decide what the fundamental feature set should be for your launch? How do you pick from a wish-list to prioritise what matters? And what if the end-goal is clear but the map to get there isn’t?

We’ll work together to find focus, and make a plan to move ahead.

Building, testing, improving and pivoting – quickly.

Once we know what success looks like, we need to understand if the product decisions we’re making are getting us closer to it.

By choosing the right metrics to measure this progress we can work out the simplest way to test them – through rapid prototyping, testing with real people, interpreting results and picking the next steps.

Helping teams put all of this into practice for themselves.

By choosing the right metrics to measure this progress we can work out the simplest way to test them – through rapid prototyping, testing with real people, interpreting results and picking the next steps.