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Rob Breeds is a seasoned UX professional with extensive experience in user experience design and product development. Currently serving as a Senior UX Designer at Nationwide Building Society, Rob has also led design initiatives at Creative Breeds since 2009, focusing on customer-driven design and marketing. Previous roles include Senior Product Designer at Redgate Software, Head of User Experience Design at Elixel, and Senior UX Designer at Loan.co.uk. Rob's notable tenure at IBM spanned nearly two decades, where responsibilities included Master Inventor and Design Lead for the IBM Cloud Integration Platform, emphasizing user interface design and innovation mentoring. Additional experience encompasses software development at Galileo International and marketing management at Oxford Molecular. Rob holds a BSc Hons in Chemistry and a C Ed. in Education from the University of Bath.