Ed Smith-Muller

Ed Smith-Muller leads Softwire’s CX, Growth and Advanced Analytics practice, helping organisations understand user behaviour and improve outcomes through analytics and structured experimentation. 

With a career spanning product, engineering and delivery leadership, Ed has worked across a wide range of complex digital programmes in both the public and private sectors. His recent work focuses on designing experimentation frameworks and embedding data-driven decision making into product development. 

Earlier in his career, Ed led the delivery of a greenfield mobile travel platform for a major rail provider, covering ticketing, marketing and real-time journey information. He has also delivered impactful public sector services, including work with the Department for International Trade, the Department for Business Energy and Industrial Strategy, and NHS Improvement, as well as leading teams on high-profile BBC digital products. 

Alongside his product and delivery work, Ed has built and scaled engineering teams, launched multiple hands-on ventures, and developed software systems ranging from consumer web products to large-scale distributed platforms. 

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