Ryan Smethurst

UX Designer

Founder

Entrepreneur

Hello, I’m Ryan Smethurst a UX Designer an Entrepreneur

Redefining business success through UX Innovation

I'm a UX designer, entrepreneur, and digital strategist passionate about redefining online business models through UX research and innovation. With 20+ years of experience, I’ve helped build 15 online businesses, generating over R45 million in revenue.

I founded Route 39 Digital Media, launching one of South Africa’s first online travel insurance platforms. Later, I co-founded Cutify Media & Marketing, which hosts interactive competition platforms with 290,000+ social media followers and thousands of monthly participants.

After completing a Professional Diploma in UX Design, I applied my skills to reinvent my own businesses - streamlining operations and enhancing user engagement. Now, I specialize in UX research, UX design, and business process optimization, helping startups and brands refine their digital presence and scale.

15

Online
businesses

23

Years
digital experience

R45m

Sales Revenue

Projects

Explore my Portfolio

Competitive Analysis – Airline Industry (Mobile)

Competitive Analysis, Competitive Benchmark

Affinity Diagram – Airline Industry (Mobile)

Affinity Diagrams

Flow Diagram for SkyQuest Airline (Mobile)

Flow Diagram

Prototype for SkyQuest Airline (Mobile)

Prototype

Competitive Analysis – Voting Contests (Mobile & Desktop)

Competitive Analysis, Competitive Benchmark

Research – Voting Contests

Research

Resume

Work Experience & Education

2015 - Present

Founder

Cutify Media & Marketing

Developed a popular competition concept with 290,000+ social media followers. Drive 5,000+ monthly entries through marketing. Oversee operations, UX design, and website redevelopment, integrating new revenue streams and collaborating with developers.

2012 - 2021

Founder

Route 39 Digital Media

Founded Route 39 Digital Media Ltd, launching successful travel-related websites, including one of South Africa's pioneering online travel insurance platforms. Led website development, strategic marketing, and customer service operations before selling the business in 2021.

2003 - 2013

Accounts Manager

Union Income Benefit

Based in London, UK, Union Income Benefit provides financial security through insurance for union members. Managed payroll for 250 employees, handled accounts, HR processes, compliance, audits, office operations, and health & safety.

2001 - 2013

Digital Entrepreneur

Various

I launched several UK based websites, including Mozzie to assist UK-bound travelers, Visa Guru for visa requirements, affordable international calling sites and Urban Africa, an e-commerce platform selling African goods.

Certifications

2023

Professional Diploma in UX Design

UX Design Institute

Industry stand qualification for UX design.

Certificate

2024

Figma UI UX Design Essentials

Udemy

Essentials of Figma for UI/UX design.

Certificate

Education

1996 - 1999

BComm, Economics & Business Management

University of Port Elizabeth

Hard Skills

Technology Skills

Figma

90%

Google Analytics

75%

Facebook Advertising

90%

Digital Marketing Tools

90%

Content Management

90%

Project Management

85%

Social Media Tools

90%

SEO

65%

CRM Tools

80%

75%

UX Skills

Tool Stack

Process Flows

90%
Prototyping

90%
User Research

90%
Competitive Analysis

100%
Usability Testing

85%
UX Research

95%
Customer Journeys

95%
Design Patterns

85%

General Skills

Core Competencies

Excellent teamwork and collaboration
Good communication skills
Attention to detail
Critical thinking and analytical skills
Creative problem-solving
Continuous learning and adaptability
Empathy and user-centered mindset
Time management and organization

Recommendations

Here’s what my network say

Throughout the years, I've had the privilege of collaborating with Ryan on numerous projects such as SEO, web design, and digital strategy. Ryan possesses a keen entrepreneurial spirit and an extraordinary talent for transforming ideas into thriving online ventures. His proficiency in UX, marketing, and business growth shines through in all his endeavors. Ryan doesn't merely focus on building websites; he consistently looks at the larger picture, ensuring each project boasts strong revenue potential and delivers a flawless user experience.

Björn Potgieter

Web Developer, Black Alsatian

Ryan was a highly dependable and versatile team member at UIB. He managed a range of responsibilities with professionalism and efficiency, from payroll and financial processes to HR support and office operations. His ability to adapt to different roles and solve problems proactively made him an invaluable asset. With his strong analytical mindset and user-focused approach, I have no doubt he will bring the same level of dedication and innovation to his work in UX design.

Andrew Gold

Finance Director, UIB

Ryan created a user-friendly, well-designed website for our dealership that exceeded our expectations. He was easy to work with, took the time to understand our vision, and provided valuable insights throughout the process. His professionalism and efficiency ensured a smooth experience, and he delivered great results on time. The new site has improved our online presence, making it easier for customers to browse our inventory and get in touch.

Allen Poultney

Sales Manager, Seamans

Ryan was instrumental in developing a strong digital presence for his travel insurance website. His strategic approach to user experience and marketing ensured a seamless user journey, making it easy for customers to find and purchase the right policies. He has a keen eye for detail and a natural ability to spot opportunities for growth, which made working with him both productive and enjoyable. His dedication and innovative thinking set him apart.

Shirley Moodley

Business Dev Manager, Linkham

CONTACT

Let's Get in Touch

Phone

+27 (0) 76 186 5636

ryan@route39.co.za

Location

Port Elizabeth, South Africa

Redefining business success through UX Innovation

15

23

R45m

Explore my Portfolio

Work Experience & Education

Technology Skills

Tool Stack

General Skills

Here’s what my network say

Let's Get in Touch

Let's discuss your next project