I believe the best interfaces disappear. They become conversations — natural, intuitive, human.
After a decade building products at Amazon and Fidelity, I design AI experiences that feel less like software and more like understanding.
The Person Behind TurphDesigns
I'm Tom Murphy.
Director of UX Design
I've been the first designer in the room at a startup that became a billion-dollar program, and I've led design for products that millions of people rely on to manage their financial lives. The through line is always the same: make the complex feel simple, and the simple feel human.
TurphDesigns is where that experience lives outside the walls of any single company — through consulting, teaching, and building what's next.
Where I've Built
Products that scaled from
zero to hundreds of millions.
Amazon
ProductAds
Sole UX designer from day one. I shaped every customer-facing component and merchant tool as the team grew from fewer than 20 people to over 200 — and revenue went from nothing to $250M annually. That foundation became a $1B+ program.
Fidelity Investments
Personal Investing
Director of UX Design, working at the intersection of AI and personal finance. Leading the design of transaction experiences, money movement, account opening, and the AI-powered Fidelity Assistant that helps millions navigate their financial lives.
Explore My Thinking
Curious about my approach?
Ask me anything.
I've built an AI assistant trained on my experience, methodology, and perspective. It's a different way to explore what I do — through conversation, not slides.
Try asking about my time at Amazon, how I think about AI in financial services, or what it's like designing for high-stakes decisions.
Let's talk.
Whether you're exploring conversational AI for your product, navigating UX in financial services, or scaling a design team — I'd love to hear what you're working on.
“The shift to conversational AI is as fundamental as the move from command-line to graphical interfaces. The interface becomes a conversation — natural, adaptive, human.”
How I Think
Design that starts with
understanding, not assumptions.
Conversation-first design
Traditional interfaces force users to learn your system. I design experiences where the system learns the user — adapting to their intent through natural conversation rather than rigid navigation patterns and dense information architectures.
Complexity made human
Financial data is inherently complex. The answer isn't to simplify it — it's to present it intelligently. Progressive disclosure, context-aware visualization, and narrative data presentation that tells stories with numbers rather than drowning users in charts.
Trust through transparency
In regulated environments, innovation needs to earn trust. I balance cutting-edge AI capabilities with the security, privacy, and compliance requirements of financial services — building experiences that are both bold and responsible.
