Anton Roolaart, Designer in Amsterdam, Netherlands
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Anton Roolaart

Verified Expert  in Design

UX Strategy and Product Designer

Amsterdam, Netherlands
Toptal Member Since
September 4, 2019

Anton is an award-winning creative UX leader with more than 20 years of experience designing user experiences. He is skillful in UX strategy, design, processes, user research, and prototyping, promoting design thinking methodologies. Anton's previous clients spring from various industries, including JPMorgan Chase Bank, Pfizer (site intelligence for clinical trials), Newmind (legal firm), Epidemic Sound (music licensing), Sirius Energy (alternative energy), Monex (fintech), Hilton, and more.


Work Experience

Senior UX Strategist & Designer | Consultant

2022 - PRESENT
New Mind Bilgi Yönetim Sistemleri A.Ş
  • Consulted on design leadership and UX best practices, implementing design strategy based on business goals and a user-centric approach.
  • Performed heuristic evaluation of existing applications for a legal platform. Defined user flow and design, promoting design thinking. Educated designers and stakeholders in UX design best practices.
  • Led UI designers with UX best practices, introducing more visual UI elements and implementing progressive disclosure to simplify the UI and flow.
  • Created high-level wireframes for the applications.
  • Defined design processes and introduced and promoted user-focused design with extensive user interviews and user testing of designs.
Technologies: User Experience (UX), UX Design, B2B, SaaS, CRM Design, Web App Design, Product Design, Process Flow Design, UX Strategy, Design Thinking

Lead UX Designer

2022 - PRESENT
  • Continued the work I previously started last year for Pfizer's Site Intelligence team. Designed an enterprise tool to select the best sites for clinical trials.
  • Created user journeys and user flows, wireframes, and prototypes with designs for testing applications with stakeholders and users.
  • Worked closely with head of technology and business director to design a cohesive platform for doing the Site Intelligence work under a digital transformation initiative.
Technologies: InVision, Sketch 2, Balsamiq

Lead UX Researcher

2021 - 2022
Epidemic Sound
  • Led UX research efforts via research methodologies and helped plan UX strategy for the research foundation.
  • Helped define the research foundation for the company, including taxonomy for a research repository.
  • Created user personas and research insights and conducted user interviews, user testing, and usability tests.
Technologies: Figma, Workshop Facilitation, UX Research, Dovetail

Lead Product Designer

2021 - 2021
Sirius Energy (via Toptal)
  • Engineered the design strategy and took leadership for the project and workshop facilitation.
  • Created wireframes and the final visual design and interactive prototype in Figma.
  • Researched the industry and performed competitive analysis.
Technologies: UX Strategy, Prototyping, Wireframing, Data Visualization

Lead UX Designer

2021 - 2021
Facerent Technologies
  • Created UX design strategy for mobile app, a minimum viable product. This involved strategy, workshop facilitation, leadership, information architecture, and feature identification.
  • Created initial wireframes and prototypes. Acted as a design lead for the team and design thinking evangelist.
  • Planned and performed user testing, design recommendations, and updates.
Technologies: Strategy, UX Workshops, Balsamiq, Leadership, Mobile

Lead Product Designer

2020 - 2021
Pfizer (via Toptal)
  • Designed a new online platform for Pfizer's site intelligence team, an important service that allows the company's specialists to identify and select sites for drug and vaccine clinical trials and studies.
  • Worked closely with the head of product and tech director to define and design the best user experience and innovative features. Replaced manual and legacy systems. Enabled the company to bring products to market more efficiently.
  • Created user journeys, site maps, strategy, designed low and high fidelity screens and a clickable prototype. Included complex workflow and data visualizations.
  • Educated stakeholders on new online tools that have been critical to getting us working remotely through Miro.
Technologies: Miro, InVision, Balsamiq, Sketch

Lead UX Designer

2020 - 2021
RiskFinTech-London (via Toptal)
  • Designed the user experience for a SaaS risk assessment tool targeted for financial institutions to RiskFinTech Co. based in London.
  • Worked on defining the product features with stakeholders and sessions with users. Created personas, user journeys, and user-oriented service architecture with a design thinking approach.
  • Helped the team organize the strategy as well as design and prototype.
  • Designed and advised the CEO on the company's logo and corporate website.
Technologies: Miro, InVision App, Sketch

Branding Designer

2020 - 2020
The Model Vault (via Toptal)
  • Designed a corporate website for The Model Vault, a fintech startup in the London area.
  • Designed logo for the company. Also created and updated many images used for the site and selected stock art for the site as well.
  • Created a WordPress site for the user and all assets for design.
Technologies: Adobe Illustrator, Photoshop CC, InVision, Sketch, Miro

Lead UX Designer

2019 - 2020
Clarity Engagement Solutions
  • Designed a Salesforce integrated workflow tool for Clarity's Customer Engagement solution.
  • Performed user research with primary users and conducted stakeholder interviews to define the value proposition and user needs.
  • Collaborated with stakeholders to define the features and workflow for the application.
Technologies: Sketch 2

Lead Product Designer

2019 - 2020
Tempus (via Toptal)
  • Redesigned a fintech company's international payments platform, including a web and mobile app.
  • Created a style guide for the company and a custom icon font library to be used by design and technology.
  • Created personas, user journeys, and worked closely with the head of product to design the web and mobile applications.
Technologies: Interactive UX, Balsamiq, User Research, Strategy, Wireframing, Illustration, Adobe Photoshop, Sketch, InVision

Lead User Experience | Product Designer

2017 - 2019
JPMorgan Chase
  • Served as the lead UX/product designer and UX researcher on the digital transformation business team for JPMorgan Chase's commercial banking, working on strategy and design.
  • Designed a reporting portal for JPMorgan's internal financial analysis organization, as well as a financial submissions platform that allows the bank's lines of businesses to report their financials to corporate headquarters.
  • Led the development of a design system for commercial banking while collaborating with other parts of the company for branding and adoption of style guidelines for the company.
  • Led a couple of designers. Worked with senior management in commercial banking and CFOs of the company. Mentored other teams in design thinking and conducted UX workshops in both organizations.
Technologies: Prototyping, Balsamiq, Adobe Photoshop, Axure RP Pro, Sketch, InVision

Senior UX/UI Designer

2015 - 2017
Madison Logic, LLC
  • Designed new user experiences to replace the company’s legacy internal and customer (B2B) facing digital platform. Worked closely with product and account teams to replace each part of the platform in an agile environment.
  • Conducted discovery and research in the form of contextual user interviews, user journeys, user testing of interactive designs (prototypes), and implementation oversight.
  • Helped architect an "open source" technology stack that included using Node.js, Angular, and AWS services.
Technologies: Bootstrap, Prototyping, Balsamiq, InVision, Sketch, Axure RP Pro

VP Creative Technical Director

2010 - 2014
Publicis Worldwide
  • Designed and developed (hands-on) many consumer-facing micro-sites, landing pages, and social sites for Fortune 100 clients, including Sanofi Pasteur & Merck (Pharma), Hilton Hotels, General Mills, Tri-City Honda, Heineken, Aflac, Citibank, and more.
  • Drove technical innovation in the early stages of campaign conceptual design with the creative team, including art directors, producers, and UX designers.
  • Managed a team of front-end developers and interactive designers for ads and campaigns. We designed and implemented many ads for Fortune 100 brands and worked with offshore developers and national publishers.
  • Designed the social landing pages for the initial offering of the Citi Bike, a bike rental application introduced in New York City.
Technologies: Jira, Bootstrap, JavaScript, CSS, HTML, Adobe Photoshop

Senior Software Engineer

2000 - 2010
AT&T Bell Labs
  • Acted as a hands-on lead software engineer (mostly front end). Led a small team of front-end software developers supporting an extensive portal site (Worldnet) and managing specific areas of the portal for our client, Comcast.
  • Led IPTV design and development for AT&T's Uverse TV service. This involved designing customizable pages for the user's TV experience, like customized weather and more. This involved programming for the TV remote as the input device.
  • Led software front-end developers for our client via AT&T Bell Labs.
Technologies: XML, JavaScript, CSS
1981 - 1984

Bachelor's Degree in Electrical Engineering

University of North Carolina - Charlotte, NC, USA

1978 - 1980

Associate Degree in Electronics and Sound Engineering

Central Piedmont Community College - Charlotte, NC, USA


Adobe After Affects - Motion Design



Graphics Design Courses

CalArts via Coursera


Agile Training

Virginia Tech (Coursera)


User Experience Design

General Assembly


Sketch, Axure RP Pro, Balsamiq, InVision, Adobe Photoshop, Jira, Apple Keynote, After Effects CC, Adobe After Effects, Figma, Adobe Illustrator, InVision App, Miro, Photoshop CC, Sketch 2


HTML5, CSS, JavaScript, HTML, XML


iOS, WordPress, Amazon Web Services (AWS), Mobile, Dovetail

Industry Expertise

Banking & Finance, Advertising, Creative Tech, Marketing, Pharmaceuticals, Retail & Wholesale


UX Design, Sound & Track Creation, Service Design, Prototyping, B2C, User Experience (UX), Product Design, User Research, Enterprise Design, Design Thinking, UX Strategy, User Journeys, Personas, User Flows, User Testing, UX Research, Music Production, Animation, Interactive Design, UX Workshops, Design Management, System Design, Storyboarding, Information Architecture (IA), Motion Graphics, Responsive Design, Mobile Apps, Agile, Graphic Design, Visual Design, Presentations, UI Design, Heuristic Evaluation, Responsive UX Design, Data Visualization, B2B, Branding, Competitor Analysis & Profiling, SaaS Design, Design Strategy, Design Workshops, Team Leadership, Dashboards, SaaS, Qualitative Research, Quantitative Research, Logo Design, User Interviews, Music Industry, Mobile Design, Mobile UX Design, Digital Transformation, Dashboard Design, Bootstrap, Illustration, Wireframing, Strategy, Field Research, Market Research, High-fidelity Prototypes, Innovation, Task Flows, Credit Risk, Credit Cards, UX Prototyping, Design Systems, Redesign, Automation, Responsive UI, Fintech, Interactive UX, Videos, UI Motion, Digital Audio Workstations (DAW), Leadership, Workshop Facilitation, CRM Design, Web App Design, Process Flow Design, Legal, UX Leadership

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