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Ashley Firth

Front-end Developer / Author / Manager / Speaker

I've recently started consulting with companies again in order to help them improve their approach to accessibility. If that sounds interesting to you, you can learn more here.


Octopus Energy (December 2015 - Present)

Global Head of Front-end Development, Head of Interfaces (UK)

I built and lead the Global Front-end department at Octopus Energy, crafting sites and internal tools, building new products and campaigns, and expanding into other countries. Our aim is to combat climate change, use technology to build a better standard of energy supplier, and make renewable energy more affordable for everyone.

I also run the UK interfaces team - helping bring together amazing Front-end, Back-end, Mobile, and Design teams in order to collaborate, build a workplace we're proud of, and do great things!

In May 2020, Octopus Energy became the 15th UK tech “unicorn” after achieving a valuation of over £1 billion. A huge passion of mine at Octopus is web accessibility; ensuring we have a usable, enjoyable experience for everyone regardless of their disability or access needs. If you’re interested, I've written a book about it, which you can learn more about here.

Stack: React, GraphQL, Apollo, Jest, Enzyme, Styled Components, Storybook


  • 🏆 Which? recommended energy supplier 2021, 2020, 2019, & 2018
  • 🏆 Only Which? recommended energy supplier 2019 & 2018
  • 🏆 uSwitch Supplier of the Year 2021, 2020 & 2018
  • 🏆 Amazon Scale-Up Awards 2020 - Disruptor & Innovator Award
  • 🏆 Employee Experience awards 2019 - Best company to work for, Diversity & Inclusion award
  • 🏆 Energy Awards supplier of the year 2019 & 2017
  • 🏆 UK Customer Experience Awards 2020, 2019 & 2018 - Best Utility
  • 🏆 UK Customer Experience Awards 2020 & 2019 - Best Customer Experience

Agile Octopus

The first tariff ever to update its prices every 30 minutes based on smart meter data, Agile Octopus is a 100% renewable Electricity tariff that offers insight into the cheapest times for customers to use energy, and 'plunge pricing' events which actually pay customers to use energy at times when demand to the grid is low and supply is high.


  • 🏆 REA Awards 2019 - Best innovation
  • 🏆 Energy Awards 2019 - Innovation of the year
  • 🏆 Business Green Leaders Awards 2019 - Digital project of the year

Octopus Tracker

I created the front-end as we created and launched the industry’s first tracker tariff, where the price changes every day in line with the wholesale cost of energy. It provides customers with a detailed cost breakdown, including the margin made by the company. The front-end build used HTML5 canvas for handling the visualisation of data.


  • 🏆 UK Customer Experience Awards 2018 - Utilities

Energy Whitelabels

My team and I have spent a long time creating brand and region agnostic code, so that we can build and maintain multiple instances of branded energy websites using the same core components.

In the past year, our code has launched M&S Energy, London Power in partnership with the Mayor of London, and E.ON Next in the UK. Worldwide, we're currently expanding into Japan, the US, New Zealand, Germany, and Spain.


Practical Web Inclusion and Accessibility

My first book, published with Apress, is about web accessibility. This book will guide you through a broad range of access needs, the barriers users often face, and provide practical advice on how your sites can help rather than hinder. Going beyond advice tailored solely for developers, this book offers potential improvements for designers, developers, user experience professionals, QA and testers, so that everyone involved in building a website can benefit.

Accessibility: a web for all

Web Designer Magazine (Issue 272)

A feature for a print magazine talking about designing and developing for general web accessibility, and helping those with specific disabilities.

Personal blog

A more personal space for my writing. Typically includes thoughts on management, accessibility, productivity, and how me, my team, and Octopus Energy handle things.


Credit Summit

I spoke at Credit Strategy's 2021 'Credit Summit' as part of a Q&A panel about Digitalising the customer journey and how best to empower vulnerable customers.

Utility Week Live

I spoke and was part of a Q&A panel as part of the ‘Creating inclusive services’ seminar session at Utility Week Live in November 2020. My talk focused on easy ways for companies to improve the accessibility of their websites with minimal effort, and why that's so important.

Festival of Marketing

I spoke at the Festival of Marketing in October 2018. My talk was about accessibility on the web and beyond, the challenges we’ve faced at Octopus Energy trying to make a truly inclusive experience for everyone, and why it’s so important that everybody focuses on this in today’s society.

eConsultancy - A day in the life of...

An interview with about my role at Octopus Energy, what I love about it, what sucks, and advice for people wanting to get into development.

Currently accepting speaking invitations

Just get in touch using the contact information above!

Current focus:

Want to know what I'm reading / playing / building / thinking? Check out my Now page

Consulting on accessibility

I've recently started consulting with companies again in order to help them improve their approach to accessibility. If that sounds interesting to you, you can learn more here.

Building my team at Octopus

I'm looking for passionate Front-end developers to join my team at Octopus Energy. If you're interested, then drop me an email with your CV to ashley[at]octopus[dot]energy

Side projects

Premier Battles

In my spare time, I run the web team for the UK rap battle league Premier Battles. This project involved creating the site, store, and a VOD network.

Past work

Tangent Snowball (November 2013 - December 2015)

I worked on digital marketing and CRM projects focusing on creating strong, adaptive sites that can handle high traffic for their clients. I was promoted to head of Front-end development after just under two years, and became responsible for recruiting, mentoring, and organising and delegating work. Through this role I also had the opportunity to be a judge in the 2015 DMA awards for ‘best use of technology’.

Clients: SAP, The Labour Party, Walkers, Carlsberg.

Fishrod Interactive (June 2012 - November 2013)

I worked at Fishrod Interactive after graduating, on projects abroad and all over the U.K. I helped to create interactive experiences and installations. My main roles were creating responsive web and mobile apps to handle the content created from these installations, and liaising with clients throughout projects.

Clients: WWE, Sky, Budweiser, Metro


BA (Hons) First class honours, Interactive Media Production

I attended Bournemouth University, graduating in 2012. I was also a peer-assisted learning coordinator, student ambassador, and student radio presenter - receiving the student development award.