UK

United Kingdom · Marketing · Lead (8-12 years)

Lead UX Strategist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandLead (8-12 years)
  • Direct reports3-8 reports
  • Reports toDirector, Global User Experience
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Principal UX Lead, Marketing · Staff UX Designer, Global Marketing · Head of UX Strategy, Digital Marketing

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

User Experience and Interface Design Pearson BTEC Level 5 Higher National Diploma in Computing for England
The user-centred design (UCD) process NCFE Level 3 Certificate in User Experience/User Interface (UX/UI)
Designing UX for Interactive Digital Media RSL Level 3 Extended Diploma in Creative Digital Media
Designing and communicating UX/UI solutions Cambridge OCR Level 3 Alternative Academic Qualification Cambridge Advanced National in Computing: Application Development (Extended Certificate)
Introduction to User Interface (UI) and User Experience (UX) Design OCNLR Entry Level Certificate in Digital Skills (Entry 3)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Systems Fluency seeing the whole picture
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Your Plan Illustration

Built for Lead UX Strategist

5 units that map to this job, from the qualifications that cover it.

  1. User Experience and Interface Design Pearson Education Ltd · covers 2 of 11 standards Level 5
  2. The user-centred design (UCD) process NCFE · covers 2 of 11 standards Level 3
  3. Designing UX for Interactive Digital Media RSL Awards Ltd · covers 2 of 11 standards Level 3
  4. Designing and communicating UX/UI solutions Cambridge OCR · covers 1 of 11 standards Level 3
  5. Introduction to User Interface (UI) and User Experience (UX) Design OCN London · covers 2 of 11 standards Entry Level
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Lead UX Strategist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration for UX Research
  • AI-Driven Personalisation & Adaptive Experiences
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Lead UX Strategist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

This role sets the direction for how customers experience a brand across digital marketing touchpoints. It involves shaping user experience systems so that everything built is useful and easy to use, alongside being visually polished. The work covers the whole journey, from early research through to the final screens. It is a hands-on role, guiding a small team and influencing key decisions.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Figma Expert

Building and maintaining complex, scalable design systems for global marketing campaigns. You'll master auto-layout, variants, and advanced prototyping, and teach best practices to your team. You'll also govern its use across the organisation.

UserTesting.com / Maze Advanced

Designing and moderating complex usability studies (both moderated and unmoderated) for critical marketing funnels. You'll synthesise qualitative data into actionable insights reports that influence strategic decisions.

Google Analytics 4 (GA4) Advanced

Creating custom reports and segments to analyse user journeys, identify friction points, and pinpoint opportunities for A/B testing within marketing experiences. You'll define key UX metrics to be tracked.

Hotjar / FullStory Expert

Proactively identifying patterns of 'rage clicks' or drop-offs on key landing pages and conversion points. You'll configure funnels and feedback polls to diagnose problems and build business cases for major redesigns.

Jira & Confluence Advanced

Working closely with Product Managers to refine the UX backlog and ensure UX is integrated from discovery to delivery. You'll establish documentation standards for your design team and track strategic UX initiatives.

Miro / FigJam Expert

Designing and facilitating complex multi-stakeholder workshops (e.g., journey mapping, service blueprinting) both in-person and remotely, driving alignment between Marketing, Product, and Engineering leadership.

Tableau / Power BI Basic

Interpreting dashboards that connect UX metrics (e.g., SUS scores, task success rate) to business outcomes (e.g., conversion rate, churn). You'll partner with data analysts to ensure relevant UX data is visualised for executive review.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
UX Strategy & Roadmap Follows defined strategy, suggests minor improvements. Contributes to strategy, proposes solutions for specific features. Leads strategy for major projects, recommends strategic shifts.
Design System Governance Uses existing components, flags issues. Contributes new components, suggests improvements to guidelines. Designs complex components, leads guideline updates.
Team Management & Hiring No direct reports, receives mentorship. Informally mentors juniors, no hiring authority. Mentors 0-2 junior designers, provides input on hiring.
Budget Allocation (Project Specific) No budget authority, escalates all costs. Requests budget for tools/training, needs approval. Recommends project spend up to £5K, requires approval.
Vendor Selection (UX Tools/Research) No involvement. Researches options, provides recommendations. Evaluates vendors, makes recommendations to leadership.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Marketing Funnel Conversion Rate Lift
The percentage increase in conversion rates across key marketing funnels (e.g., landing page to sign-up, content download to lead).
Target · Achieve a measurable >5% lift in conversion rates for strategic initiatives you lead.

After redesigning the onboarding flow for a new product, we saw a 7% increase in trial sign-ups compared to the previous version, directly attributable to the simplified user journey.

System Usability Scale (SUS) Score Improvement
The average SUS score for key marketing platforms or user journeys you're responsible for, showing perceived ease of use.
Target · Maintain or improve SUS scores to >75 for critical user paths, with a focus on improving scores below this benchmark by 10+ points.

Our campaign landing page template had a SUS score of 68. After your strategic overhaul and implementation of the new design system, it hit 81 in the next assessment.

Design System Adoption & Efficiency
The percentage of new marketing digital experiences that use the established design system components, and the resulting reduction in design-to-development time.
Target · Achieve >80% adoption of new design system components within 6 months of launch and demonstrate a 15% reduction in design iteration cycles.

After launching the new global component library, 85% of new campaign pages were built using its elements, cutting the average design review time by two days.

Team Mentorship & Development Impact
The growth and progression of your direct reports, indicating your effectiveness as a leader and mentor.
Target · At least one mentored junior or mid-level designer is promoted or takes on significantly increased responsibility within 18 months.

One of your direct reports, who started as a Mid-level Designer, was promoted to Senior UX Designer after consistently leading complex projects and demonstrating strong strategic thinking under your guidance.

Strategic Influence & Collaboration
Your ability to influence senior leaders and cross-functional teams, getting them on board with UX-driven initiatives and ensuring smooth collaboration.
  • You're proactively invited to strategic planning meetings, not just design reviews. Your opinions are sought on key marketing technology investments. Product and Engineering leads regularly come to you for UX input before starting new projects. You can point to instances where your UX perspective changed a major business decision for the better.
Proactive Problem Identification & Resolution
Your knack for spotting potential user experience issues before they become big problems, and your ability to architect solutions.
  • You're regularly bringing forward insights from user research or analytics that highlight future risks or opportunities. You've led the charge on fixing a systemic UX issue that was previously overlooked. You're known for identifying friction points that others missed and proposing clear, actionable plans to address them.
Quality of UX Strategy & Vision
The clarity, coherence, and impact of the UX strategies you define for major marketing initiatives.
  • Your UX roadmaps are clear, well-articulated, and directly tie back to business objectives. Your strategic presentations are compelling and easy for non-UX people to understand. Your team consistently delivers work that aligns with and advances your strategic vision, leading to noticeable improvements in user experience.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Solving Complex, Global Problems

You'll be wrestling with how to create a consistent, delightful user experience across different languages, cultures, and regulatory environments. This means untangling messy legacy systems, figuring out how to localise content effectively, and designing for diverse user needs.

You'll spend a week deep-diving into how users in Germany and Japan interact with our checkout flow, identifying cultural nuances that impact conversion, and then architecting a solution that works for both, without breaking the global standard.

Building & Mentoring a Team

You'll get a real kick out of helping your direct reports grow, unsticking them when they're blocked, and guiding them through complex design challenges. You'll be building out processes and standards that empower them to do their best work.

You'll regularly run workshops for your team on advanced prototyping techniques or new research methods, seeing them apply what they've learned to improve their projects and grow their careers.

Driving Measurable Business Impact through Design

You're motivated by seeing your strategic UX decisions directly translate into improved conversion rates, higher engagement, or better customer satisfaction scores. You'll be constantly looking at the data, not just the aesthetics.

You'll present quarterly to the Marketing leadership team, showcasing how your UX strategy for a new campaign portal led to a 12% increase in partner engagement and a 5% reduction in support tickets.

What frustrates people
  • The 'Make it Pretty' Ghetto: Constantly fighting the perception that UX is just the final coat of paint, rather than a strategic function involved from the very beginning.
  • HiPPO-Driven Design: Watching months of rigorous user research get thrown out the window because a senior executive 'doesn't like the colour blue' or has a 'better idea' without any data.
  • Quantifying Design's ROI: The endless battle to attribute revenue gains directly to UX improvements, especially when facing skeptical finance and sales leaders who live by spreadsheets.
  • Global vs. Local Tension: Trying to maintain a consistent global brand experience while accommodating crucial local market nuances, payment methods, and cultural expectations, often with under-resourced regional teams.
  • Tech Stack Spaghetti: Inheriting a fragmented mess of different CMSs, analytics tools, and marketing automation platforms across regions, making a unified user experience nearly impossible to deliver.
  • Stakeholder 'Solutions': Receiving 'feedback' from other departments that isn't a problem statement but a fully-formed (and usually bad) design solution, forcing you to politically navigate unwinding their idea.
  • The Research-to-Action Gap: Delivering powerful, actionable insights from user research only to see them sit in a backlog for six months because engineering priorities are focused elsewhere.
What this role does not give you
  • A purely hands-on design role without management responsibilities.
  • A quiet, predictable environment where priorities never shift.
  • A place where every design choice is validated by perfect data and consensus.
  • Complete autonomy over budget and resources without needing to justify decisions to others.

8Who you work with

This role shapes the direction of our entire digital marketing user experience. Your work directly influences how effectively we acquire and retain customers, impacting conversion rates, brand perception, and ultimately, our global revenue targets. You'll be building the frameworks and systems that allow us to scale our UX efforts, ensuring consistency and quality across all markets. Get it right, and you'll simplify complex journeys for millions of users; get it wrong, and we'll see a measurable drop in engagement and conversions.

Inside the business
  • Marketing VPs and Heads of Region
  • Product Management Leads
  • Data & Analytics teams
  • Engineering Leads
  • Brand & Creative Directors
Outside the business
  • Key agency partners (e.g., digital marketing agencies)
  • User research participants
  • Technology vendors (e.g., CMS providers)
  • Industry thought leaders and communities

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven experience (at least 5 years) in a Senior UX Designer or UX Researcher role, specifically within a Marketing or Product Marketing context.
  • Demonstrable experience leading complex UX projects from discovery through to implementation and post-launch analysis.
  • A strong portfolio showcasing strategic UX thinking, problem-solving, and a track record of delivering measurable impact on business goals.
  • Experience mentoring junior designers or providing informal leadership within a design team.
  • Solid understanding of agile development methodologies and how UX integrates into the product lifecycle.
  • Proficiency with at least one major design tool (e.g., Figma, Sketch) to an expert level, including building and maintaining design systems.

10What to practise next

Where the job is going, and what to do about it starting this week.

Design System Orchestration & Tooling

As our digital footprint grows globally, managing a consistent, scalable design system becomes a massive undertaking. You'll need to move beyond just using Figma to strategically orchestrating how it integrates with development (e.g., Storybook), how components are versioned, and how it scales across multiple teams and regions.

Token-based Design Systems · Cross-functional Component Libraries · Version Control for Design Assets · Accessibility Integration into Design Systems

  • This week: Review our current Figma setup. Identify any inconsistencies or areas that could be more robust.
  • This month: Research advanced design system tools and methodologies (e.g., Supernova, Specify, Figma API integrations).
  • Month 2: Lead an audit of our existing design system's accessibility compliance and propose improvements.
  • Month 3: Develop a roadmap for evolving our design system to support multi-brand or multi-region requirements, presenting it to relevant stakeholders.

Quick win: Standardise naming conventions for layers and components in Figma across your team. It's a small step that makes a big difference in consistency.

Advanced UX Analytics & Experimentation Platforms

The shift from basic analytics to sophisticated experimentation and predictive insights is accelerating. You'll need to move beyond just pulling reports from GA4 to strategically defining the UX metrics that matter, integrating data from multiple sources, and designing complex A/B/n tests that yield deep, actionable insights.

Integrated Customer Data Platforms (CDP) · Statistical Significance in A/B/n Testing · Attribution Modelling for UX Impact · Qualitative-Quantitative Data Fusion

  • This week: Identify key gaps in our current UX analytics setup. What data are we missing that would inform better strategic decisions?
  • This month: Work with the Data team to explore integrating GA4 data with other marketing platforms (e.g., CRM) to build richer user profiles.
  • Month 2: Design a complex A/B/n test for a critical marketing funnel, focusing on multiple UX variables and clear success metrics.
  • Month 3: Lead a session for your team on advanced data interpretation, focusing on how to spot trends and anomalies that inform strategic UX.
  • Month 4: Research new UX analytics platforms that offer advanced features like session replay, heatmaps, and predictive analytics, and assess their fit for our needs.

Quick win: Set up a custom GA4 dashboard specifically for UX metrics related to a current marketing campaign. It's a quick way to get focused data.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences (e.g., UX London, Leading Design, Marketing Week Live) to stay abreast of emerging trends and network with peers.
  • Subscribing to leading UX and marketing publications, newsletters, and research journals.
  • Participating in online courses or workshops on advanced topics like AI in UX, ethical design, or global design systems.
  • Actively contributing to the UX community through mentorship, speaking engagements, or writing articles.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration for UX Research

AI is transforming how we process and synthesise vast amounts of qualitative data. Competitors are already using Large Language Models (LLMs) to summarise user interviews, identify themes, and even draft initial research reports in minutes, not days. UX strategists who master this will outproduce peers and unlock deeper insights faster.

  • Context Windows & Token Limits
  • Temperature Settings for Analysis
  • RAG (Retrieval Augmented Generation) for Proprietary Data
  • Output Validation & Hallucination Detection
  • Prompt Chaining for Complex Analysis

AI-Driven Personalisation & Adaptive Experiences

Customers now expect highly personalised experiences. AI is making it possible to adapt marketing content, user flows, and even UI elements in real-time based on individual user behaviour, preferences, and context. UX strategists need to understand how to design for these dynamic, AI-powered systems.

  • Personalisation Engines
  • Contextual Design
  • Ethical AI in Personalisation
  • A/B/n Testing for Dynamic Content
  • Data Privacy by Design

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Jobs-to-be-Done (JTBD) Framework
  • Conversion Rate Optimisation (CRO)
  • Information Architecture (IA) at Scale
  • Service Blueprinting
  • Accessibility (WCAG 2.1 AA/AAA)
  • Lean UX & Design Thinking

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior UX Designer/Researcher (Marketing Focus)

    3-5 years in a senior role

    Skills to master

    • Leading end-to-end UX projects, advanced user research techniques, strong stakeholder management for specific campaigns, mentoring junior designers informally.

    You're ready to move on when

    • You're consistently leading complex UX projects with measurable impact.
    • You're the go-to person for solving tricky design problems within your team.
    • You've started to mentor junior colleagues and enjoy helping them grow.
    • You can clearly articulate the business impact of your design decisions.
  2. 2

    Product Designer (with strong Marketing UX experience)

    4-6 years in a product design role

    Skills to master

    • Deep understanding of product development lifecycle, A/B testing, data-driven design, collaborating closely with engineering, and a strong portfolio of marketing-focused product features.

    You're ready to move on when

    • You've successfully shipped multiple product features that directly impacted marketing goals (e.g., conversion, engagement).
    • You're comfortable defining product requirements from a UX perspective.
    • You've demonstrated an ability to influence product roadmaps with user insights.
    • You have experience working in agile environments and delivering iteratively.
  3. 3

    Digital Strategist / Consultant (UX specialisation)

    5-8 years in a consulting role

    Skills to master

    • Client management, strategic advisory, conducting comprehensive digital audits, developing user experience strategies for diverse clients, and presenting to senior leadership.

    You're ready to move on when

    • You've developed and presented digital strategies for multiple clients, with a strong UX component.
    • You're adept at identifying business problems and translating them into actionable strategic plans.
    • You have experience managing client expectations and delivering high-quality strategic outputs.
    • You're comfortable influencing senior executives and driving consensus.

15Where this role leads

The long view: This role can lead towards larger UX leadership positions, technical specialism at a senior level, or broader roles shaping customer experience strategy across a whole organisation.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Lead UX Strategist is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Manager, User Experience (Level 5)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from User Experience and Interface Design, worked against Lead UX Strategist.

User Experience and Interface Design Level 5

Applied to your work in Lead UX Strategist

The objective of this unit is to enable learners to research, plan, build, and evaluate user interfaces, considering user experience principles and end-user requirements. Learners will create a user experience map, design and build a user interface concept, and use user feedback to improve the design.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Lead UX Strategist plan, free
See Your Progress Grow Illustration
Lead UX Strategist
  • Jobs-to-be-Done (JTBD) Framework
  • Conversion Rate Optimisation (CRO)
  • Information Architecture (IA) at Scale
  • Service Blueprinting
  • Accessibility (WCAG 2.1 AA/AAA)
  • Lean UX & Design Thinking
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Lead UX Strategist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Manager, User Experience (Level 5)

    2-4 years in the Lead UX Strategist role

    This is a step into formal people management, leading a larger team (10-25 people, potentially including other leads). You'll shift from architecting systems to managing programs and people, owning the operational excellence of the UX function.

    • Vendor & Agency Management at Scale Overseeing multiple external partners and ensuring their work aligns with strategic goals.
    • UX Operations (UXOps) Establishing and optimising processes, tools, and workflows for the entire UX team.
    • Talent Acquisition & Development Strategy Defining the hiring strategy for the UX function and building a pipeline of talent.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, a Lead UX Strategist's plate is always full. You're juggling team management, strategic planning, stakeholder influence, and still trying to stay hands-on with design. The good news? AI isn't here to replace you; it's here to give you back precious hours, letting you focus on the big, impactful stuff.

Imagine cutting down the grunt work of research synthesis, predictive analysis, and even initial design mockups. AI can handle the heavy lifting, freeing you up to truly lead, mentor, and innovate. This isn't theoretical; it's happening now, and we're building an AI Productivity Hub to show you how.

Automated Research Synthesis

Use AI tools (like Dovetail's AI features or Notably) to automatically transcribe user interviews, tag key themes, and generate initial summary reports. This turns hours of manual note-taking and sifting through qualitative data into a streamlined review process, letting you get to the insights faster.

Predictive Behaviour Analysis

Leverage AI-powered analytics tools (think Amplitude or Heap with their predictive features) to identify subtle patterns in user behaviour and forecast which segments are most likely to convert or churn. This means you can proactively design interventions and optimisations, rather than just reacting to problems after they've hit the metrics.

Generative UI Mockups & Concepts

Speed up your ideation phase by using AI tools (like Uizard or Galileo AI) to generate multiple initial design concepts and copy variations for landing pages, ad creatives, or user flows based on simple text prompts. This gives your team a strong starting point, allowing them to iterate and refine, rather than starting from a blank canvas.

Strategic Communication Automation

Use AI assistants to draft concise, data-driven weekly progress reports, strategic proposals, and even initial presentation outlines for your senior stakeholders. Feed the AI key metrics, project updates, and research findings to generate a polished first draft, saving you hours of writing and structuring.

Common questions

Common questions

How do you become a Lead UX Strategist?

Common routes in include Senior UX Designer/Researcher (Marketing Focus) (3-5 years in a senior role), Product Designer (with strong Marketing UX experience) (4-6 years in a product design role) and Digital Strategist / Consultant (UX specialisation) (5-8 years in a consulting role). Times vary with prior experience.

Where can a Lead UX Strategist progress to?

This role can lead on to Manager, User Experience (2-4 years in the Lead UX Strategist role), depending on the skills you build.

What new skills matter most for a Lead UX Strategist?

Increasingly, Prompt Engineering & LLM Integration for UX Research and AI-Driven Personalisation & Adaptive Experiences. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built as a Lead UX Strategist in marketing carry across sectors. You could move into UX leadership roles in e-commerce, fintech, healthcare or government. Understanding users, setting strategy and influencing change apply wherever there are digital products.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Lead UX Strategist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.