BIMA Awards Judge • 2018
Judging the UK’s Best Digital Innovation
In 2018, I was invited to judge the BIMA Awards while leading digital innovation at Nationwide Building Society. Having recently been recognised with a Leadership of the Year award, I was asked to evaluate some of the UK’s most innovative digital products and experiences.
Why I was invited
At Nationwide, I was leading customer-centred innovation and helping shape digital experiences that solved genuine customer problems. Following recognition for leadership within the organisation, I was invited to join the judging panel for the BIMA Awards.
The invitation reflected not only my experience in digital design but also my belief that successful products combine creativity with measurable impact.
01
Led digital innovation within Nationwide Building Society.
02
Recognised internally for leadership and creative momentum.
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Invited to judge the UK’s leading digital innovation work.
Great design isn’t about making something look beautiful. It’s about making life easier for people.
Solves Real Problems
Successful products begin with real needs. They remove friction, clarify decisions and make daily tasks easier for people.
Innovation with Purpose
New technology only matters when it creates a better outcome. Novelty should serve usefulness, not distract from it.
Customer First
The best experiences are grounded in insight. They respect context, inclusion and the human cost of complexity.
Business Impact
Credible digital products create measurable value. They help organisations learn faster, serve better and grow with intent.
What I looked for
The strongest entries combined imagination with evidence. They showed how design decisions translated into clearer experiences and better outcomes.
Genuine customer insight
Clear evidence of problem solving
Accessibility and inclusion
Innovation that delivers value
Simplicity over complexity
Commercial impact
Strong execution
Long-term thinking
Why this still matters
Judging the BIMA Awards reinforced a belief that continues to shape my work today. The most successful digital products are rarely the most visually impressive. They’re the ones that understand people, remove friction and solve meaningful problems. Whether leading teams, running discovery programmes or defining product strategy, I continue to apply the same principles I looked for as a judge.
“Innovation should be measured by the problems it solves, not the pixels it pushes.”
Edward Whatton · BIMA Awards judging philosophy
Experience this work draws on
Design Leadership
Innovation
Product Strategy
User Research
Service Design
Customer Experience
Digital Transformation
Executive Leadership
Helping organisations build products that matter
For more than 23 years I’ve helped organisations create products and services that balance customer needs, commercial goals and technical feasibility. Judging the BIMA Awards was one milestone in a career focused on creating meaningful digital experiences.
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