21 YEARS OF DESIGN JUDGEMENT.

I build design functions that move the numbers that matter, harnessing curiosity to help businesses achieve extraordinary things.

Current roles

  • Portrait of Max Dunne in front of a bookshelf
  • Max Dunne laughing on a London street in a blue shirt
  • Max Dunne standing outside a printing shop with his arms folded
3 startup exits

Experience

Highlights as a leader

See all (8)
Holland & Barrett logo on a green background
Holland & Barrett

Relocating a team out of war

I relocated my Russia-based design team to Turkey within two months when sanctions cut off payment, keeping everyone in role and every deadline met.

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Bold brand design graphic with white typography on a vibrant purple background
Pion

Creating Pion's first Design Org

I rebuilt Pion's undervalued brand design agency into named studios aligned to departments, inventing a brand narrative discipline that put design in direct C-suite conversations.

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Principles

I lead with , focus on , build on , and answer, always, to .

Testimonials (5)

  • Portrait of Rosie Dent-Spargo
    I learned so much from Max about design leadership - how to choose the right problems, how to get things done, how to tell the story of what design does. He has built up the design team at Pion with grit, vision and curiosity. Max is a deeply driven leader and he makes the people around him to up their game because of his example. He nurtures talent and makes space for people around him to grow. As well as the big picture stuff, Max is all over the details in a really powerful way. Many indispensable elements of the box of tricks I use every day in design and in leadership came directly from Max.
    Rosie Dent-SpargoLead Product Designer, Genie AI
  • Portrait of Alana Mothershaw
    I had the pleasure of working in Max’s team for almost 2 years at Pion, where together we built the research function from the ground up. Max was a brilliant leader. He created a supportive and innovative environment for product design and research - attuned to what we needed to perform effectively and always pushing boundaries to elevate our work. With Max’s encouragement I was exposed to some brilliant strategic projects and opportunities that have undoubtedly boosted my professional growth!
    Alana MothershawLead User Researcher, Trusted Housesitters
  • Portrait of Guy Walker
    Max very quickly became my goto man after I joined DFP, working with him from a UX design point of view was fantastic and he was a great asset to bounce concepts and ideas off. He never got the 'hump' when I or another stakeholder advised we didn't like the feel of a design, he always had a smile and a lovely little anecdote to use in a meeting with other stakeholders on why and how a design could help progress a product. Incredibly quick to progress design ideas which allowed DFP to move from developer led product to a client and design lead solution.
    Guy WalkerVP of Product, Kraken Energy
  • Portrait of Will Becker
    Great, talented designer and lovely guy. Much missed at Media Ingenuity.
    Will BeckerCo-Founder TotallyMoney, Founder advertising.com
  • Portrait of Aaron Christopher
    Max has been everything I looked for from a manager. Very few managers can balance the skills of providing structure but also flexibility; guidance but also autonomy quite like he did. He brought out the best in me and my team and we will sorely miss working with him. He would put the team first and would always advocate and protect design thinking, making sure it was at the forefront of any meeting with his knowledge and expertise.
    Aaron ChristopherProduct Owner, Checkout.com
  • Portrait of Rosie Dent-Spargo
    I learned so much from Max about design leadership - how to choose the right problems, how to get things done, how to tell the story of what design does. He has built up the design team at Pion with grit, vision and curiosity. Max is a deeply driven leader and he makes the people around him to up their game because of his example. He nurtures talent and makes space for people around him to grow. As well as the big picture stuff, Max is all over the details in a really powerful way. Many indispensable elements of the box of tricks I use every day in design and in leadership came directly from Max.
    Rosie Dent-SpargoLead Product Designer, Genie AI
  • Portrait of Alana Mothershaw
    I had the pleasure of working in Max’s team for almost 2 years at Pion, where together we built the research function from the ground up. Max was a brilliant leader. He created a supportive and innovative environment for product design and research - attuned to what we needed to perform effectively and always pushing boundaries to elevate our work. With Max’s encouragement I was exposed to some brilliant strategic projects and opportunities that have undoubtedly boosted my professional growth!
    Alana MothershawLead User Researcher, Trusted Housesitters
  • Portrait of Guy Walker
    Max very quickly became my goto man after I joined DFP, working with him from a UX design point of view was fantastic and he was a great asset to bounce concepts and ideas off. He never got the 'hump' when I or another stakeholder advised we didn't like the feel of a design, he always had a smile and a lovely little anecdote to use in a meeting with other stakeholders on why and how a design could help progress a product. Incredibly quick to progress design ideas which allowed DFP to move from developer led product to a client and design lead solution.
    Guy WalkerVP of Product, Kraken Energy
  • Portrait of Will Becker
    Great, talented designer and lovely guy. Much missed at Media Ingenuity.
    Will BeckerCo-Founder TotallyMoney, Founder advertising.com
  • Portrait of Aaron Christopher
    Max has been everything I looked for from a manager. Very few managers can balance the skills of providing structure but also flexibility; guidance but also autonomy quite like he did. He brought out the best in me and my team and we will sorely miss working with him. He would put the team first and would always advocate and protect design thinking, making sure it was at the forefront of any meeting with his knowledge and expertise.
    Aaron ChristopherProduct Owner, Checkout.com
  • Portrait of Rosie Dent-Spargo
    I learned so much from Max about design leadership - how to choose the right problems, how to get things done, how to tell the story of what design does. He has built up the design team at Pion with grit, vision and curiosity. Max is a deeply driven leader and he makes the people around him to up their game because of his example. He nurtures talent and makes space for people around him to grow. As well as the big picture stuff, Max is all over the details in a really powerful way. Many indispensable elements of the box of tricks I use every day in design and in leadership came directly from Max.
    Rosie Dent-SpargoLead Product Designer, Genie AI
  • Portrait of Alana Mothershaw
    I had the pleasure of working in Max’s team for almost 2 years at Pion, where together we built the research function from the ground up. Max was a brilliant leader. He created a supportive and innovative environment for product design and research - attuned to what we needed to perform effectively and always pushing boundaries to elevate our work. With Max’s encouragement I was exposed to some brilliant strategic projects and opportunities that have undoubtedly boosted my professional growth!
    Alana MothershawLead User Researcher, Trusted Housesitters
  • Portrait of Guy Walker
    Max very quickly became my goto man after I joined DFP, working with him from a UX design point of view was fantastic and he was a great asset to bounce concepts and ideas off. He never got the 'hump' when I or another stakeholder advised we didn't like the feel of a design, he always had a smile and a lovely little anecdote to use in a meeting with other stakeholders on why and how a design could help progress a product. Incredibly quick to progress design ideas which allowed DFP to move from developer led product to a client and design lead solution.
    Guy WalkerVP of Product, Kraken Energy
  • Portrait of Will Becker
    Great, talented designer and lovely guy. Much missed at Media Ingenuity.
    Will BeckerCo-Founder TotallyMoney, Founder advertising.com
  • Portrait of Aaron Christopher
    Max has been everything I looked for from a manager. Very few managers can balance the skills of providing structure but also flexibility; guidance but also autonomy quite like he did. He brought out the best in me and my team and we will sorely miss working with him. He would put the team first and would always advocate and protect design thinking, making sure it was at the forefront of any meeting with his knowledge and expertise.
    Aaron ChristopherProduct Owner, Checkout.com
  • Portrait of Rosie Dent-Spargo
    I learned so much from Max about design leadership - how to choose the right problems, how to get things done, how to tell the story of what design does. He has built up the design team at Pion with grit, vision and curiosity. Max is a deeply driven leader and he makes the people around him to up their game because of his example. He nurtures talent and makes space for people around him to grow. As well as the big picture stuff, Max is all over the details in a really powerful way. Many indispensable elements of the box of tricks I use every day in design and in leadership came directly from Max.
    Rosie Dent-SpargoLead Product Designer, Genie AI
  • Portrait of Alana Mothershaw
    I had the pleasure of working in Max’s team for almost 2 years at Pion, where together we built the research function from the ground up. Max was a brilliant leader. He created a supportive and innovative environment for product design and research - attuned to what we needed to perform effectively and always pushing boundaries to elevate our work. With Max’s encouragement I was exposed to some brilliant strategic projects and opportunities that have undoubtedly boosted my professional growth!
    Alana MothershawLead User Researcher, Trusted Housesitters
  • Portrait of Guy Walker
    Max very quickly became my goto man after I joined DFP, working with him from a UX design point of view was fantastic and he was a great asset to bounce concepts and ideas off. He never got the 'hump' when I or another stakeholder advised we didn't like the feel of a design, he always had a smile and a lovely little anecdote to use in a meeting with other stakeholders on why and how a design could help progress a product. Incredibly quick to progress design ideas which allowed DFP to move from developer led product to a client and design lead solution.
    Guy WalkerVP of Product, Kraken Energy
  • Portrait of Will Becker
    Great, talented designer and lovely guy. Much missed at Media Ingenuity.
    Will BeckerCo-Founder TotallyMoney, Founder advertising.com
  • Portrait of Aaron Christopher
    Max has been everything I looked for from a manager. Very few managers can balance the skills of providing structure but also flexibility; guidance but also autonomy quite like he did. He brought out the best in me and my team and we will sorely miss working with him. He would put the team first and would always advocate and protect design thinking, making sure it was at the forefront of any meeting with his knowledge and expertise.
    Aaron ChristopherProduct Owner, Checkout.com
  • Portrait of Rosie Dent-Spargo
    I learned so much from Max about design leadership - how to choose the right problems, how to get things done, how to tell the story of what design does. He has built up the design team at Pion with grit, vision and curiosity. Max is a deeply driven leader and he makes the people around him to up their game because of his example. He nurtures talent and makes space for people around him to grow. As well as the big picture stuff, Max is all over the details in a really powerful way. Many indispensable elements of the box of tricks I use every day in design and in leadership came directly from Max.
    Rosie Dent-SpargoLead Product Designer, Genie AI
  • Portrait of Alana Mothershaw
    I had the pleasure of working in Max’s team for almost 2 years at Pion, where together we built the research function from the ground up. Max was a brilliant leader. He created a supportive and innovative environment for product design and research - attuned to what we needed to perform effectively and always pushing boundaries to elevate our work. With Max’s encouragement I was exposed to some brilliant strategic projects and opportunities that have undoubtedly boosted my professional growth!
    Alana MothershawLead User Researcher, Trusted Housesitters
  • Portrait of Guy Walker
    Max very quickly became my goto man after I joined DFP, working with him from a UX design point of view was fantastic and he was a great asset to bounce concepts and ideas off. He never got the 'hump' when I or another stakeholder advised we didn't like the feel of a design, he always had a smile and a lovely little anecdote to use in a meeting with other stakeholders on why and how a design could help progress a product. Incredibly quick to progress design ideas which allowed DFP to move from developer led product to a client and design lead solution.
    Guy WalkerVP of Product, Kraken Energy
  • Portrait of Will Becker
    Great, talented designer and lovely guy. Much missed at Media Ingenuity.
    Will BeckerCo-Founder TotallyMoney, Founder advertising.com
  • Portrait of Aaron Christopher
    Max has been everything I looked for from a manager. Very few managers can balance the skills of providing structure but also flexibility; guidance but also autonomy quite like he did. He brought out the best in me and my team and we will sorely miss working with him. He would put the team first and would always advocate and protect design thinking, making sure it was at the forefront of any meeting with his knowledge and expertise.
    Aaron ChristopherProduct Owner, Checkout.com

Building with AI

How I stay curious

Performing my song In Macon, Georgia for Sofar Sounds in London. The song is part of an acoustic album commissioned by FELT Music for TV.

Jordan Mackampa singing his debut album's title track Foreigner, which him and I wrote together.

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