Publication
Boost Your UX With Clear Visual Hierarchy
https://www.toptal.com/designers/ux/visual-hierarchy
Chris is available for hire
Hire ChrisChris Berridge
Verified Expert in Design
Designer
Bristol, United Kingdom
Toptal member since February 6, 2018
Bio
Chris is an AI-native UX, UI, and product designer with a huge amount of experience working on projects for market-leading clients, including Google, Spotify, Virgin, Experian, Marriott, and Adidas. He has designed digital products and services that are used by millions of people every day across desktop and mobile web, progressive web apps, and native apps within a hugely broad range of sectors, from healthcare to eCommerce.
Experience
- User Interface (UI) - 20 years
- User Experience (UX) - 20 years
- eCommerce - 15 years
- UI Design - 15 years
- Brand Design - 12 years
- Mobile UI - 10 years
- Product Design - 8 years
- Figma - 4 years
Portfolio
Datum
Product DesignArtificial Intelligence (AI)AI AgentsBig DataFigmaDesign Systems
Work Experience
Project Lead, Lead Designer
2026 - 2026
M+C Saatchi / GOV UK
- Led the redesign of a major UK government public service.
- Facilitated workshops and show-and-tell sessions with large stakeholder groups.
- Undertook all UX and UI design work, taking a complex service and turning it into an intuitive, accessible user experience.
- Planned and ran user testing with 32 participants across four audience groups.
- Used AI-assisted synthesis to accelerate analysis of transcripts, screen recordings, and behavioral signals.
Technologies: Figma, Claude, User Testing
Founding Designer
2024 - 2026
Datum
- Led design across brand, product, and go-to-market for an early-stage developer-focused SaaS platform.
- Designed the end-to-end B2B SaaS product experience, working closely with founders and engineering to define core workflows and value propositions.
- Built and led the design function, establishing collaborative ways of working across product, engineering, and leadership.
- Created the company’s visual identity and core brand narrative, shaping positioning from pre-launch through early market entry.
- Played a key role in successful go-to-market efforts, including messaging, launch assets, and customer-facing experiences.
- Supported early customer conversations, public launch activity, and Datum’s $13.6 million pre-seed fundraise.
- Helped turn a technical proposition into a polished, launch-ready product and brand.
Technologies: Figma, Adobe CC, GitHub, Artificial Intelligence (AI), Rapid Interactive Prototyping
Senior Product Designer, UX/UI Designer
2016 - 2025
Chris Berridge (freelance)
- Provided freelance design and bespoke digital teams for clients, including Nestle, M+C Saatchi, Google, and GOV UK.
- Undertook B2B and B2C product design for a range of clients throughout Europe.
- Designed products (apps) for various startup clients, including Flexy and Cookpad.
- Created design systems for global enterprise clients, utilizing Sketch and Figma libraries.
- Provided board-level advisory and consultancy on digital strategy while executing hands-on design work.
Technologies: Brand Identity, Creative Direction, Figma, Android, iOS, Product Design, Mobile UI, Brand Design, UI Design, Web UX, User Experience (UX), Adobe, Principle, Sketch, Web Design, Website Redesign, B2B, Fintech, User Testing, Mobile, User Interface (UI), eCommerce, CSS, Startups, Visual Identity, Workshops, App Design, Hospitality, Wireframing, Healthcare, Data Visualization, Desktop Web Design, Dashboards, UX Design, Mobile Design, Web App UI, Web App UX, Native Mobile Apps, Retail & Wholesale, UX Tools, Apps, SaaS, Finance, Video Streaming, Direct to Consumer (D2C), Consumer-facing Product Design, eCommerce UI, Web UI, eCommerce UX, Progressive Web Applications (PWAs), Graphic Design, Visual Design, Mobile Web, SaaS Design, System Design, Real Estate, UI Animation, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Web App Design, Marketplace Design, Mobile UI Design, Brand Guidelines, User Research, User-centered Design (UCD), Adobe Suite, Leadership, Team Mentoring, User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, No-code Development, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, White Label Design, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, WordPress, WordPress Design, Journey Mapping, Miro, Complex Web Systems, Google Sites, Competitive Analysis, Feature Prioritization, Annotated Wireframes, Google Sheets, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, Accessibility, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, eCommerce Design, Web UX Design, Conversion Rate Optimization (CRO)
Product Designer
2022 - 2023
Stubhub - Main
- Undertook ongoing product design and conversion rate optimization work, including A/B testing.
- Helped kickstart a design quality improvement program via design system implementation and adoption.
- Worked with a global team from various time zones, from LA to Tokyo.
Technologies: Product Design, UX Design, UI Design, Design Systems, iOS, Android, Responsive Web Design (RWD), eCommerce, B2B, SaaS, Direct to Consumer (D2C), Consumer-facing Product Design, eCommerce UI, Web UI, eCommerce UX, Progressive Web Applications (PWAs), Graphic Design, Visual Design, Mobile Web, SaaS Design, System Design, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Web App Design, Marketplace Design, Mobile UI Design, User Research, User-centered Design (UCD), User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, Stakeholder Interviews, Best Practices in Design, UX Research, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, Journey Mapping, Complex Web Systems, Google Sites, Competitive Analysis, Feature Prioritization, Annotated Wireframes, Google Sheets, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, Accessibility, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, eCommerce Design, Web UX Design, Conversion Rate Optimization (CRO)
Product Designer
2021 - 2022
Nestle Purina - Main
- Undertook a UX audit of key customer touchpoints, providing concrete recommendations.
- Conducted ongoing product design and conversion rate optimization work.
- Reimagined and improved the overarching brand identity aesthetic and helped to roll it out company wide.
Technologies: eCommerce, Direct to Consumer (D2C), User Experience (UX), Sketch, Figma, Web UI, Web UX, eCommerce UX, eCommerce UI, UI Design, Consumer-facing Product Design, Graphic Design, Visual Design, Mobile Web, SaaS Design, System Design, UI Animation, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Mobile UI Design, User Research, User-centered Design (UCD), User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, Journey Mapping, Miro, Complex Web Systems, Google Sites, Competitive Analysis, Feature Prioritization, Annotated Wireframes, Google Sheets, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, eCommerce Design, Web UX Design, Conversion Rate Optimization (CRO)
UI/UX Designer
2020 - 2020
Nanno, Inc.
- Redesigned the Nanno user experience from top to bottom.
- Created a new marketing site for Nanno, including developing a bespoke set of illustrations.
- Undertook a phase of UX/UI design work to redesign the native and web apps.
Technologies: User Interface (UI), UI Design, Progressive Web Applications (PWAs), Visual Design, Product Design, User Experience (UX), UX Design, Mobile Web, SaaS, SaaS Design, Direct to Consumer (D2C), Consumer-facing Product Design, eCommerce UI, Web UI, eCommerce UX, Graphic Design, System Design, UI Animation, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Responsive Web Apps, Design Strategy, Strategy, Marketplace Design, Mobile UI Design, User Research, User-centered Design (UCD), Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, Journey Mapping, Miro, Complex Web Systems, Google Sites, Competitive Analysis, Feature Prioritization, Annotated Wireframes, Google Sheets, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, Web UX Design, Conversion Rate Optimization (CRO), Angular
Head of Design
2011 - 2016
cxpartners
- Helped to build a world-class digital team in locations in Bristol and London.
- Grew the business from eight people to 65 in five years.
- Led digital design projects and undertook hands-on UX and UI work.
- Worked on projects, ranging from rebranding a bank for the Co-operative Bank to shaping a global eCommerce destination for Clarks.
- Led design projects for Google and Spotify.
- Worked in various sectors, including fintech, retail, real estate, eCommerce, travel, hospitality, and more.
- Handled redesigns for Trainline, Marriott, TUI, Thomson Holidays, Emirates, Virgin Trains, and Channel 4.
Technologies: Brand Identity, Creative Direction, Figma, Android, iOS, Product Design, Mobile UI, Brand Design, UI Design, Web UX, User Experience (UX), User Interface (UI), Principle, Adobe Creative Suite, Sketch, Web Design, B2B, Fintech, Adobe, User Testing, Mobile, eCommerce, Startups, Visual Identity, Workshops, App Design, Hospitality, Wireframing, Healthcare, Data Visualization, Desktop Web Design, Dashboards, UX Design, Mobile Design, Website Redesign, Web App UI, Web App UX, Native Mobile Apps, Retail & Wholesale, UX Tools, Apps, SaaS, Finance, Video Streaming, Direct to Consumer (D2C), Consumer-facing Product Design, eCommerce UI, Web UI, eCommerce UX, Progressive Web Applications (PWAs), Graphic Design, Visual Design, Mobile Web, SaaS Design, System Design, Real Estate, UI Animation, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Web App Design, Marketplace Design, Mobile UI Design, Brand Guidelines, User Research, User-centered Design (UCD), Adobe Suite, Leadership, Team Mentoring, User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, No-code Development, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, White Label Design, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, WordPress, WordPress Design, Journey Mapping, Miro, Complex Web Systems, Feature Prioritization, Annotated Wireframes, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, Accessibility, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, eCommerce Design, Conversion Rate Optimization (CRO), Angular
Design Consultant
2007 - 2010
Freelance
- Consulted on designs for a range of enterprise clients in the UK, Australia, the US, and France.
- Led digital projects for clients including Npower, Panasonic, Dummy Magazine, LEGO, and L'Oreal.
- Designed an award-winning website for the Hitchhikers Guide to the Galaxy books (for Penguin Books).
- Collaborated with UX and digital agencies on projects for a range of clients from Adidas to Guinness.
Technologies: Brand Identity, Creative Direction, Product Design, Brand Design, UI Design, Adobe Creative Suite, Web Design, B2B, Fintech, Adobe, User Testing, Mobile, User Experience (UX), User Interface (UI), eCommerce, Web UX, Mobile UI, iOS, Startups, Workshops, Creative Design, App Design, Hospitality, Wireframing, Healthcare, Data Visualization, Desktop Web Design, Dashboards, UX Design, Mobile Design, Website Redesign, Web App UI, Web App UX, Native Mobile Apps, Retail & Wholesale, UX Tools, Apps, SaaS, Finance, Video Streaming, Direct to Consumer (D2C), eCommerce UI, Web UI, eCommerce UX, Progressive Web Applications (PWAs), Visual Design, Mobile Web, SaaS Design, System Design, Real Estate, UI Animation, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Web App Design, Marketplace Design, Mobile UI Design, Brand Guidelines, User Research, User-centered Design (UCD), Adobe Suite, Leadership, Team Mentoring, User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, No-code Development, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, White Label Design, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, WordPress, WordPress Design, Journey Mapping, Complex Web Systems, Agile, Interaction Design (IxD), Usability, Accessibility, Landing Pages, Modular Design, eCommerce Design, Angular
Art Director
2003 - 2006
Omni
- Led the digital team at an award-winning design and film production company.
- Managed an account with The Welsh Assembly, including leading the design of digital and environmental projects.
- Redesigned the Royal Photographic Society brand identity and digital touchpoints.
- Worked on a highly publicized digital campaign for Toshiba.
Technologies: Brand Identity, Creative Direction, Brand Design, UI Design, Adobe Creative Suite, Fintech, Adobe, Mobile, User Experience (UX), User Interface (UI), eCommerce, Web UX, Mobile UI, iOS, Workshops, Creative Design, Hospitality, Wireframing, Desktop Web Design, Dashboards, UX Design, Mobile Design, Website Redesign, B2B, Web App UX, UX Tools, Apps, Finance, eCommerce UX, Visual Design, Mobile Web, System Design, Real Estate, Branding, Design Leadership, User Flows, Prototyping, Dashboard Design, Mockups, Responsive Web Apps, Design Strategy, Strategy, Marketplace Design, Mobile UI Design, Brand Guidelines, User Research, User-centered Design (UCD), Adobe Suite, Leadership, User Validation, Websites, Landing Page Design, Landing Page Optimization, B2C, Layout Design, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Adobe Photoshop, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, Best Practices in Design, UX Wireframes, UX Research, White Label Design, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Conversion Rate, WordPress, WordPress Design, Journey Mapping, Complex Web Systems, Interaction Design (IxD), Usability, Landing Pages, eCommerce Design
Head of Interactive
2001 - 2003
Herman Miller
- Created the digital visual language for all Herman Miller European customer touchpoints.
- Led the design and build of a pioneering eCommerce platform.
- Built the digital team at Herman Miller.
- Led the design of campaign creative assets.
Technologies: Brand Identity, Creative Direction, Adobe Creative Suite, CSS, HTML, Fintech, Adobe, Mobile, User Experience (UX), User Interface (UI), eCommerce, Web UX, UI Design, Creative Design, Desktop Web Design, Dashboards, Mobile Design, Website Redesign, Web App UX, eCommerce UX, Visual Design, System Design, Real Estate, Design Leadership, User Flows, Prototyping, Dashboard Design, Mockups, Responsive Web Apps, Design Strategy, Strategy, Mobile UI Design, User Research, User-centered Design (UCD), Adobe Suite, Leadership, Websites, Landing Page Design, Landing Page Optimization, Layout Design, Logo Design, Adobe Photoshop, Information Architecture (IA), Low-fidelity Prototypes, High-fidelity Prototypes, UX Research, Web Applications, Complex Application User Interfaces (UI), Complex Problem Solving, Usability
Other Experience
Education
1995 - 1998
Bachelor of Arts Degree with Honors in Information Systems
University of the West of England, Bristol - Bristol, UK
Skills
Tools
Principle, Adobe, UX Tools, Sketch, Adobe Creative Suite, Adobe Photoshop, Miro, Google Sheets, Adobe CC, GitHub, Claude, Figma Make
Industry Expertise
Retail & Wholesale, Hospitality, Healthcare, Real Estate
Platforms
Android, iOS, Figma, Mobile, Adobe Suite, WordPress, Google Sites, Webflow, Webflow CMS
Languages
CSS, HTML
Other
Mobile UI, Design Systems, Startups, Visual Identity, Creative Direction, Workshops, Apps, Creative Design, Brand Identity, App Design, Finance, Product Design, User Experience (UX), User Interface (UI), Brand Design, Fintech, eCommerce, Web UX, UI Design, Wireframing, Data Visualization, SaaS, User Testing, Desktop Web Design, Dashboards, UX Design, Mobile Design, Web Design, Website Redesign, B2B, Responsive Web Design (RWD), Web App Design, Web App UI, Web App UX, Native Mobile Apps, Usability Testing, Video Streaming, Direct to Consumer (D2C), Consumer-facing Product Design, Web UI, eCommerce UX, eCommerce UI, Progressive Web Applications (PWAs), Graphic Design, Visual Design, Mobile Web, SaaS Design, System Design, UI Animation, UI Motion, Branding, Design Leadership, User Stories, User Flows, Prototyping, Dashboard Design, Mockups, Design Libraries, Responsive Web Apps, Design Strategy, Strategy, Marketplace Design, Mobile UI Design, Brand Guidelines, User Research, User-centered Design (UCD), Leadership, Team Mentoring, User Validation, Websites, Landing Page Design, Landing Page Optimization, UX Workshops, Interviews, Design Sprints, B2C, Layout Design, Web Animation, Digital Brand Identity, Mobile App Design, Logo Design, Rebranding, Brand Ecosystems, Loyalty Programs, Information Architecture (IA), User Journeys, Low-fidelity Prototypes, High-fidelity Prototypes, No-code Development, Stakeholder Interviews, Best Practices in Design, UX Wireframes, UX Research, White Label Design, Web Applications, UX Review, Component Libraries, Complex Application User Interfaces (UI), Complex Problem Solving, Analytical Dashboards, Conversion Rate, WordPress Design, Journey Mapping, Complex Web Systems, Competitive Analysis, Feature Prioritization, Annotated Wireframes, Chatbots, Agile, Interaction Design (IxD), Usability, Story Mapping, Design Thinking, Accessibility, User Interviews, Surveys, User Onboarding, Landing Pages, Modular Design, eCommerce Design, Web UX Design, Conversion Rate Optimization (CRO), Angular, Trading, Artificial Intelligence (AI), Rapid Interactive Prototyping, Illustration, AI Agents, Big Data, ChatGPT, Claude Code
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