Craig Willers, Designer in Sheffield, United Kingdom
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Craig Willers

Bio

Craig Willers is a principal product designer with 25+ years' experience solving complex product challenges across SaaS, marketplaces, AI, publishing, and enterprise software. He specializes in product strategy, information architecture, content design, and design systems, helping organizations simplify complexity and scale with confidence. Many clients have worked with him for years, returning as their products and businesses evolve.

Portfolio

Work Experience

Product Designer

2026 - 2026
Studio JCI
  • Designed a seven-tab client portal from scratch for a Toronto-based architectural consultancy, covering financials, scheduling, tasks, documents, and team management.
  • Built a custom design system on IBM Carbon with a three-layer token architecture, monochrome visual language, and Geist typeface, structured for reuse across multiple products.
  • Defined full UX flow across onboarding, feasibility assessment, fee proposal, and project portal, incorporating DocuSign, Global Pay, and role-based access patterns.
  • Produced developer-ready specifications for a Gantt chart, calendar, and financials components, including frozen column behavior, monochrome data encoding, and real client data as dummy content.
  • Led UX strategy and design direction across a six-month engagement, translating stakeholder requirements from meeting transcripts into structured, buildable product decisions.
Technologies: Figma, Claude, ChatGPT, Base44, Miro, Enterprise Software, Onboarding, User Journey Maps, Workflow Design, User Onboarding, Design Thinking, UX Prototyping, Systems Thinking, AI-powered Product Design, Prototyping

Principal Product Designer

2023 - 2025
SchoolsCompared.com
  • Led the end-to-end redesign of SchoolsCompared, modernising the user experience while improving content structure and discoverability.
  • Introduced subscription journeys, user accounts, and premium content experiences supporting the platform's evolving commercial strategy.
  • Redesigned advertising placements and content hierarchy to improve engagement while balancing editorial and commercial objectives.
  • Simplified long-form editorial experiences using modular layouts, tabbed content, and reusable design patterns.
  • Collaborated closely with the founder and engineering to continuously evolve product direction based on user feedback and business priorities.
  • Established scalable UX foundations supporting future product expansion and ongoing feature development.
Technologies: Figma, Miro, Google Analytics, User Onboarding, Design Thinking, UX Prototyping, Prototyping

Lead UX/UI Designer

2023 - 2025
Creative Fabrica
  • Re-architected marketplace information architecture and global navigation across consumer and enterprise experiences, improving discoverability while supporting rapid product growth.
  • Co-developed a scalable token-based design system, evolving primitives, semantic tokens, and reusable components that aligned design and engineering while accelerating delivery.
  • Partnered directly with executive leadership, product managers, and engineers to balance commercial experimentation with long-term product coherence and usability.
  • Reduced UX and information architecture debt by establishing reusable interaction patterns, governance principles, and scalable design foundations.
  • Re-engineered subscription sales gateway for multi-tier pricing, simplifying user decision-making and increasing adoption of higher-value annual plans.
  • Designed and refined high-impact Marketplace experiences, including navigation, discovery, category pages, product detail pages, subscriptions, and growth experiments.
  • Helped create a shared design language that enabled multiple cross-functional teams to ship independently without fragmenting the overall product experience.
Technologies: Figma, Jira, Miro, Growth, Business to Business (B2B), Enterprise Design, Enterprise, Conversion Rate Optimization (CRO), Generative Artificial Intelligence (GenAI), UX Leadership, Leadership, UX Audits, Business to Consumer (B2C), Onboarding, User Journey Maps, User Onboarding, Design Thinking, UX Prototyping, AI-powered Product Design, Prototyping

Lead UI/UX Designer

2021 - 2025
Tallarium
  • Partnered with founders to define product strategy and UX for a B2B energy trading intelligence platform, transforming complex market data, messaging streams, and trading workflows into intuitive decision-support tools.
  • Simplified high-volume trading information through scalable dashboards, visual analytics, and interaction patterns that improved speed, clarity, and confidence during high-value trading decisions.
  • Designed workflows supporting natural language data capture, algorithm-assisted deal matching, and structured trade records, helping bridge trader communication with operational execution.
  • Created modular information architecture supporting market summaries, order books, portfolio management, and analytics dashboards capable of evolving alongside the platform's growing feature set.
  • Worked closely with founders, engineers, and data scientists throughout product discovery and delivery, translating specialist trading knowledge into scalable enterprise user experiences.
  • Established reusable design patterns and UX foundations supporting long-term platform growth while balancing technical complexity with intuitive interaction design.
Technologies: Notion, Figma, PowerPoint Design, PowerPoint Templates, Google Slides, UI Design, MVP Design, Pitch Decks, Web App UX, App UX, DataViz, Collaboration, Design Workshops, Discovery Workshops, User Personas, UX Wireframes, User Workflows, UX Workshops, Mockups, Interactive Prototypes, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, SaaS, Software as a Service (SaaS), Token Design, Mobile UX, UX Flows, Business to Business (B2B), Enterprise Design, Enterprise, Generative Artificial Intelligence (GenAI), UX Leadership, Leadership, UX Audits, Journey Mapping, Fintech, Fintech Design, Pitch Deck Design, Investor Presentations, Enterprise Software, Onboarding, User Journey Maps, User Onboarding, Design Thinking, UX Prototyping, Systems Thinking, AI-powered Product Design, Prototyping

Head of Product and Design

2022 - 2024
Reach by ChannelPro
  • Led product strategy and UX for Reach, an AI-assisted enterprise SaaS platform helping global CPG and technology brands educate, motivate, and activate indirect sales networks through learning, incentives, and performance analytics.
  • Helped define the product from concept through delivery, translating complex business requirements into scalable workflows supporting brand managers, distributors, and channel partners across multiple international markets.
  • Designed AI-assisted user journeys combining personalized learning, configurable incentive programs, dynamic rewards, and sales enablement into a unified enterprise product experience.
  • Created dashboards and reporting experiences, translating sales, engagement, and learning data into actionable insights, enabling brands to measure campaign effectiveness and partner performance in real time.
  • Established scalable UX patterns supporting multilingual deployments, configurable workflows, and multi-brand implementations while creating a product foundation capable of supporting future enterprise growth.
  • Worked directly with founders, engineering, and commercial stakeholders to prioritize roadmap decisions and contributed to product improvements supporting approximately 400% growth in monthly recurring revenue.
Technologies: Figma, Adobe CC, Zeplin, PowerPoint Design, PowerPoint Templates, Web UX, Web App UX, UI Design, UX Design, MVP Design, Minimum Viable Product (MVP), Project Management, Collaboration, Design Workshops, Discovery Workshops, User Personas, UX Wireframes, Mockups, Interactive Prototypes, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, SaaS, Software as a Service (SaaS), Token Design, Mobile UX, UX Flows, Business to Business (B2B), Enterprise Design, Enterprise, UX Leadership, Leadership, UX Audits, Business to Consumer (B2C), Journey Mapping, Pitch Deck Design, Investor Presentations, Enterprise Software, Onboarding, User Journey Maps, User Onboarding, UX Prototyping, Systems Thinking, Prototyping

Independent Design Consultant

2011 - 2024
Twelve Column, Brand & Design
  • Led cross-functional teams across design, UX, and engineering, fostering a collaborative, open approach that led to the dovetailing of team skills.
  • Established with great success technical methodologies to help clients grow demand for products and services through experience design, product design, product strategy, and creative leadership.
  • Scoped, analyzed, and documented product requirements via stakeholder and business owner interviews on customer behavior.
  • Mentored by promoting a growth mindset throughout teams, enabling efficiency, openness, and collaboration.
  • Owned and delivered major design projects for startups, governments, and Fortune 500 multinationals across a wide range of industry sectors.
  • Established and maintained long-lasting relationships with corporate clients, third-party print and engineering suppliers, and potential partners.
  • Maintained my multi-disciplined craft and skill set, constantly and consistently staying abreast of new platforms, technology, and design culture.
  • Built, maintained, and extended design systems over ever-involving software such as Figma and Sketch.
  • Prioritized key product components against resources and milestone limitations while planning release iterations.
  • Led major design projects for Accenture, Arab News, Al Arabiya, Alshaya, Kearney, Competitiveness Office of Abu Dhabi (Gov.), Etihad, Shurooq, Lime Tree Café, M&C Saatchi, Omobono, Oracle, Prime Minister's Office, Qatar Diar, Al Shaya, and more.
Technologies: Adobe CC, Figma, Sketch, InDesign CC, Illustrator CC, Zeplin, Jira, GitLab, Miro, Printing, Social Hubs, Packaging, Pitch Decks, Package Design, Brand Identity, Print, Prepress, Pitch Preparation, Corporate Design, Publishing, Magazine Cover Design, Magazine Layout Design, Report Design, Brand Books, Design Systems, Data Visualization, Landing Page Design, Mobile UI, Mobile UX Design, Book Design & Illustration, Printing Press, Logo Design, Product Packaging, Food Packaging, Logotype, Adobe Illustrator, Android, Marketing Design, Brochure Design, Adobe Creative Suite, Advertising Design, Email Design, Material Design, Consumer Packaged Goods (CPG), eCommerce, Direct to Consumer (D2C), Visual Storytelling, Design Leadership, User Flows, High-fidelity Mockups, User Interviews, App UI, Mobile UI Design, Mobile Design, Mobile Web, Information Visualization, Presentations, Brand Guidelines, Collaboration, UX Wireframes, Mockups, User Experience Design, User Experience Strategy, Mobile UX, Squarespace, Apple Keynote, UX Flows, UX Review, Business to Business (B2B), Enterprise Design, Enterprise, Print Design, UX Leadership, Leadership, UX Audits, Proptech, Business to Consumer (B2C), Journey Mapping, Adobe InDesign, CPG, Pitch Deck Design, Investor Presentations, UX Prototyping

UX Research Lead

2023 - 2023
National Bank of Fujairah
  • Scoped key user stories for retail banking app redesign. Sorted by KANO and MoSCoW.
  • Conducted competitor and industry design research.
  • Uncovered user needs through journey mapping and usability testing.
  • Recommended UI/UX design improvements and enhancements.
  • Created personas to define digital banking consumers and their desires.
Technologies: Miro, Figma, Adobe Experience Design (XD), Collaboration, Design Workshops, Discovery Workshops, User Personas, UX Wireframes, User Workflows, UX Workshops, Mockups, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, Asana, Mobile UX, UX Flows, UX Review, Enterprise Design, Enterprise, UX Audits, Business to Consumer (B2C), Journey Mapping, Fintech, Fintech Design, User Onboarding

UI/UX Strategist, Product Owner

2019 - 2023
EdStatica / Edinforma Pro
  • Challenged the initial reporting concept, helping redefine the product as an interactive SaaS platform for education benchmarking and analytics.
  • Designed dashboards, workflows, and comparison tools, translating complex educational datasets into intuitive user experiences.
  • Defined scalable information architecture supporting benchmarking, reporting, subscriptions, and future platform expansion.
  • Helped establish the broader product ecosystem connecting WhichSchoolAdvisor, SchoolsCompared and Edinforma into a unified education platform.
  • Worked directly with the founder throughout product discovery, strategy, and delivery to align commercial objectives with user needs.
  • Created reusable UX patterns supporting long-term product evolution across multiple education products.
Technologies: Figma, Jira, Zeplin, Sketch, Dashboards, Analytics, DataViz, Product Design, UI Design, UX Design, Web App UI, Web App UX, Prototyping, Service Design, Design Systems, Wireframing, Brand Identity, Adobe Illustrator, Marketing Design, Adobe Creative Suite, Material Design, Design Leadership, User Stories, User Flows, Personas, High-fidelity Mockups, User Interviews, Usability Testing, App UI, Mobile UI Design, Mobile Design, Mobile Web, Information Visualization, Brand Guidelines, Collaboration, Design Workshops, UX Wireframes, User Workflows, Mockups, Interactive Prototypes, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, SaaS, Software as a Service (SaaS), K-12 Education, Educational Portals, Mobile UX, Apple Keynote, UX Flows, UX Review, Business to Business (B2B), Enterprise Design, UX Leadership, Leadership, UX Audits, Journey Mapping, Enterprise Software, User Onboarding, Systems Thinking

Principal Product Designer

2015 - 2021
WhichSchoolAdvisor
  • Led redesign workshops and co-creation sessions, resulting in a 114.60% increase in UPVs.
  • Redesigned school profiles, reviews, and user journeys, improving content discovery across thousands of editorial pages.
  • Introduced a scalable design system, evolving from Sketch to Figma to improve consistency and delivery speed.
  • Defined premium school features and commercial user journeys supporting new monetization models.
  • Partnered directly with the founder and engineering team to shape long-term product strategy and roadmap.
  • Optimized responsive experiences across desktop, tablet, and mobile devices.
  • Improved advertising placement and page layouts while maintaining editorial integrity.
Technologies: Sketch, Logo Design, Logotype, Adobe Illustrator, Android, Marketing Design, Adobe Creative Suite, Advertising Design, Email Design, Material Design, Design Leadership, User Stories, User Flows, Personas, User Interviews, Usability Testing, App UI, Mobile UI Design, Mobile Design, Mobile Web, Collaboration, Design Workshops, UX Wireframes, Mockups, User Experience Design, User Experience Strategy, K-12 Education, Educational Portals, Mobile UX, UX Flows, UX Review, Conversion Rate Optimization (CRO), UX Leadership, Leadership, UX Audits, Business to Consumer (B2C), Journey Mapping, Adobe InDesign

UI/UX Consultant

2018 - 2019
Leo Trippi
  • Recreated the onsite calendar-booking feature across all devices, introducing greater functionality for the user.
  • Redesigned the entire back-of-house inventory admin system, creating functionality that saved the admin considerable time while reducing risk.
  • Overhauled the back-of-house booking admin system, creating functionality that saved the admin considerable time while reducing risk.
  • Led the third-party Ukraine-based development team as the project manager.
Technologies: Sketch, InVision, Zeplin, Dashboards, DataViz, Adobe Illustrator, Android, Brochure Design, Adobe Creative Suite, eCommerce, Design Leadership, User Stories, User Flows, High-fidelity Mockups, User Interviews, Usability Testing, Marketplace Design, App UI, Mobile UI Design, Mobile Design, Mobile Web, Collaboration, Design Workshops, User Personas, UX Wireframes, UX Workshops, Mockups, Interactive Prototypes, Ideation Workshops, User Experience Design, User Experience Strategy, Mobile UX, UX Flows, UX Review, Conversion Rate Optimization (CRO), UX Leadership, UX Audits, Business to Consumer (B2C), Journey Mapping

Chief of Design and Product, Co-founder

2017 - 2019
Mokus.io
  • Co-founded an early machine learning startup exploring how AI could bridge the gap between business stakeholders and software delivery teams by translating business goals into structured product requirements and intelligent delivery workflows.
  • Helped evolve the concept from AI-assisted recruitment into a broader SaaS platform capable of recommending team composition, analyzing communication patterns, and predicting delivery risks using machine learning concepts.
  • Defined product vision, commercial strategy, and user experience while leading branding, customer discovery, investor presentations, and fundraising alongside the founding team.
  • Designed workflows translating non-technical business requirements into structured product delivery, helping reduce ambiguity between stakeholders, product teams, and engineering.
  • Proposed intelligent recommendation models based on technical capability, stakeholder communication styles, team compatibility, and previous project outcomes, years before AI-assisted product development became mainstream.
  • Self-funded product development through consultancy work while pitching investors, including Wamda, DTEC, and Rockfirst Capital, producing an early prototype before founder misalignment brought development to a close.
Technologies: Adobe CC, GitLab, GitHub, Jira, Sketch, Product Design, Web App Design, Brand Identity, Brand Design, Pitch Decks, Copywriting, Data Visualization, Product Owner, Business Strategy, Marketing Design, UX Design, UI Design, Dashboard Design, Logotype, Adobe Illustrator, Android, Brochure Design, Adobe Creative Suite, Material Design, Design Leadership, User Stories, User Flows, Personas, High-fidelity Mockups, Mobile UI Design, Mobile Design, Mobile Web, Presentations, Brand Guidelines, MVP Design, Minimum Viable Product (MVP), Collaboration, Design Workshops, Discovery Workshops, UX Wireframes, UX Workshops, Mockups, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, Mobile UX, Apple Keynote, UX Flows, UX Review, Business to Business (B2B), UX Leadership, Leadership, Business to Consumer (B2C), Journey Mapping, Fintech, Adobe InDesign, Pitch Deck Design, Investor Presentations

Lead Designer (Application)

2017 - 2017
Scoutsss
  • Created the new design of the mobile applications for iOS and Android, building out more than a dozen market research-specific user flows.
  • Redesigned the look and feel, creating a friendly yet functional design system.
  • Directed the UX team and the development project as the project manager.
Technologies: Sketch, InVision, Adobe Illustrator, Android, Marketing Design, Adobe Creative Suite, Material Design, Design Leadership, User Stories, User Flows, Personas, High-fidelity Mockups, User Interviews, App UI, Mobile UI Design, Mobile Design, Mobile Web, Brand Guidelines, Collaboration, Design Workshops, UX Wireframes, Mockups, Interactive Prototypes, User Workshops, Ideation Workshops, User Experience Design, User Experience Strategy, Mobile UX, UX Flows, UX Review, Business to Business (B2B), Enterprise Design, UX Leadership, UX Audits, Business to Consumer (B2C), Journey Mapping

Creative Director

2007 - 2011
ITP Media Group
  • Recruited and mentored a multicultural team of 30+ creatives and engineers.
  • Pioneered UX, UI and content strategy based on data analysis and financial response.
  • Pitched and won client-side advertising contracts worth well in excess of US$1 million.
  • Accelerated YoY traffic growth up to 1,000%+ across on both ArabianBusiness.com and TimeOutDubai.com.
Technologies: Adobe CC, Art Direction, Brand Identity, Creative Direction, InDesign CC, QuarkXpress, Editorial Design, Software, Logo Design, Logotype, Photography, Adobe Illustrator, Marketing Design, Brochure Design, Adobe Creative Suite, Advertising Design, Email Design, Design Leadership, User Interviews, Mobile Web, Collaboration, Mockups, Ideation Workshops, User Experience Design, User Experience Strategy, Mobile UX, UX Flows, UX Review, Business to Business (B2B), Conversion Rate Optimization (CRO), Print Design, UX Leadership, Leadership, Business to Consumer (B2C), Fintech, Adobe InDesign, CPG

Creative Director

2005 - 2007
Oryx Real Estate / DPC
  • Directed the organizations' communication and presentation efforts with client-side investors and property developers for two real estate companies.
  • Led discussions and managed all vendor and supplier relationships, advertising, architecture, tech, and videography.
  • Onboarded and directed third-party web design companies, printing presses, architects, 3D artists, and copywriters.
Technologies: Adobe CC, InDesign CC, Illustrator CC, Photoshop CC, Prepress, Production, Printing, Book Binding, Art Direction, Logo Design, Logotype, Photography, Adobe Illustrator, Marketing Design, Brochure Design, Adobe Creative Suite, Advertising Design, Email Design, Design Leadership, Collaboration, Ideation Workshops, Print Design, UX Leadership, Leadership, Proptech, Business to Consumer (B2C), CPG, Investor Presentations

Managing Art Director

1998 - 2005
ITP Media Group
  • Campaigned for and established the company's design department, growing a team from me to 30+ in three years.
  • Launched Time Out Dubai as the art director (Time Out London later took the design templates to adapt their own publication).
  • Hired and mentored photographers, junior designers, and, later, as the creative director, grew the tier management of the creative team, with design directors, art directors, picture desk editors, and more.
Technologies: Adobe CC, InDesign CC, Photoshop CC, Illustrator CC, QuarkXpress, Logo Design, Logotype, Photography, Adobe Illustrator, Marketing Design, Brochure Design, Adobe Creative Suite, Advertising Design, Email Design, Design Leadership, Collaboration, Print Design, UX Leadership, Leadership, Business to Consumer (B2C), CPG

Education

1994 - 1997

Bachelor of Arts Degree in Communication Design

University of Portsmouth - Portsmouth, UK

1993 - 1994

Foundation Course in Art and Design

Shephalbury Art College - Stevenage, UK

Skills

Tools

Sketch, Adobe CC, Zeplin, InDesign CC, QuarkXpress, Illustrator CC, Photoshop CC, Google Analytics, Adobe InDesign, InVision, Miro, Adobe Illustrator, Trello, Google Slides, Apple Keynote, Adobe Creative Suite, Adobe Experience Design (XD), Claude, Jira, GitLab, GitHub, Asana, FigJam

Platforms

Figma, iOS, Android

Industry Expertise

Fine Arts

Other

Experience Design, Typography, Graphic Design, Art Direction, Creative Strategy, Creative Direction, Brand Identity, Editorial Design, Mobile UI, UI Design, Prepress, Production, Printing, Book Binding, Packaging, Pitch Decks, System UI, Responsive UI, Design Direction, Digital Publishing, Technical Hiring, UX Strategy, Strategy, DataViz, Product Strategy, Design Systems, Dashboards, Product Design, UX Design, Web App UI, Web App UX, Prototyping, Wireframing, Web App Design, Brand Design, Data Visualization, Marketing Design, Dashboard Design, Package Design, Print, Corporate Design, Publishing, Magazine Cover Design, Magazine Layout Design, Report Design, Brand Books, Landing Page Design, Mobile UX Design, Printing Press, User Experience (UX), Visual Design, Responsive Web Design (RWD), Mobile App UI, User Interface (UI), Branding, Information Design, Information Architecture (IA), Web Design, Mobile App Design, App Design, B2B, B2C, UI Components, Presentation Design, Digital Design, Infographics, Pitch Presentations, MVP Design, Proof of Concept (POC), SaaS Design, Web UI Design, Web UX Design, UX Research, Brochure Design, Advertising Design, Email Design, Logotype, Logo Design, Food Packaging, Product Packaging, Material Design, Consumer Packaged Goods (CPG), eCommerce, Visual Storytelling, Design Leadership, User Stories, User Flows, Brand Guidelines, High-fidelity Mockups, Presentations, Information Visualization, Web UX, UX Flows, Mobile UX, User Journeys, Marketplace Design, Mobile Web, Mobile Design, Mobile UI Design, App UI, App UX, Minimum Viable Product (MVP), Collaboration, Design Workshops, Mockups, User Workflows, UX Workshops, UX Wireframes, Ideation Workshops, User Experience Design, User Experience Strategy, K-12 Education, Educational Portals, UX Review, Business to Business (B2B), Enterprise Design, Enterprise, Design, Print Design, Real Estate UI, Commercial Real Estate, Residential Real Estate, Leadership, UX Leadership, UX Audits, Proptech, Business to Consumer (B2C), Journey Mapping, Fintech, CPG, Fintech Design, Pitch Deck Design, Investor Presentations, Enterprise Software, Onboarding, User Journey Maps, User Onboarding, Design Thinking, UX Prototyping, Product Owner, Photography, Screen Printing, Sculpture, Semiotic Analysis, Luxury Industry, Startup Consulting, Project Management, CX Strategy, Business, Startups, Lean, Charts, Analysis, Analytics, Market Research, User Research, Web Project Management, Token Design, Service Design, Copywriting, Business Strategy, Pitch Preparation, Book Design & Illustration, Interaction Design (IxD), Iconography, Software, CRM Design, Squarespace, PowerPoint Design, Direct to Consumer (D2C), Personas, User Interviews, Usability Testing, PowerPoint Templates, Notion, Discovery Workshops, User Personas, Interactive Prototypes, User Workshops, SaaS, Software as a Service (SaaS), Conversion Rate Optimization (CRO), Generative Artificial Intelligence (GenAI), Workflow Design, Systems Thinking, AI-powered Product Design, Textiles, Filmmaking, Art History, Social Hubs, Agile, Data, Chart.js, Illustration, Pitch Books, Growth, ChatGPT, Base44

Experience

  • Graphic Design - 20 years
  • Creative Direction - 20 years
  • Creative Strategy - 20 years
  • Typography - 20 years
  • UI Design - 15 years
  • Experience Design - 15 years
  • Sketch - 5 years
  • Figma - 3 years

Tools

  • Sketch
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