Craig Willers
Verified Expert in Design
Designer
Birmingham, United Kingdom
Toptal member since December 2, 2021
Craig is an experienced UI/UX design leader and creative director with a 25+ year track record driving growth and fostering customer-centric cultures. Craig is skilled in leading multicultural teams, delivering creative direction, and creating effective customer journeys. He has proven expertise in user-centered design and project management and has achieved significant results and exceeded expectations. Craig is a rare blend of design disciplines, candor, and business acumen.
Portfolio
Work Experience
Lead UX/UI Designer
Creative Fabrica
- Redesigned the website navigation to a mega menu, increasing engagement and boosting SEO.
- Redesigned all category product description pages. Built prototypes in Figma to showcase designs to the CEO and stakeholders, Redesign action modals, user reviews, add to cart, and coin purchases.
- Designed mobile account validation flows across all viewports.
- Designed Cricut description, education, resources, and comparison pages across all viewports.
- Redesigned subscription sales gateway for multi-tiered pricing (annual/monthly). Designs are presented as both modal and page refresh.
Head of Product and Design
Reach by ChannelPro
- Achieved a 400% MMR growth by leading UX and UI redesign for a user-managed SaaS platform.
- Guided the team through Flat6Labs Abu Dhabi's startup accelerator program.
- Translated stakeholder feedback into user stories and requirements documentation.
- Fostered creativity, innovation, and Agile-based teamwork.
- Implemented product strategy, thought leadership, and lean design principles.
- Crafted and maintained a robust cross-platform design system.
Lead UI/UX Designer
Tallarium
- Collaborated with a cross-functional team to deliver UX and UI projects for complex pricing data.
- Provided valuable insights and recommendations, resulting in Figma prototypes and feature MVPs.
- Utilized research, customer interviews, and peer feedback to drive designs.
- Designed and maintained a robust cross-platform design system.
UI/UX Strategist, Product Owner
EdStatica
- Led the initial scope of the business concept to the team, refining the model several times throughout the early workshops.
- Headed discussions and created solutions across the architecture, look and feel, data creation, and visualization.
- Acted as the project manager for both the client and the development team, utilizing Zeplin and Jira.
- Created and managed the design system in Figma using design tokens.
- Developed the brand identity framework and marketing collateral.
Independent Design Consultant
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 stakeholders 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 Office, Qatar Diar, Al Shaya, and more.
UX Research Lead
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.
Lead UX/UI Designer and Creative Director
WhichSchoolAdvisor
- Led redesign workshops and co-creation sessions, resulting in a 114.60% increase in UPVs.
- Executed design and SEO-related activities based on analytics research.
- Created design language and Sketch design system.
- Advised cross-functional team on service design importance.
- Conducted content and design research using Google Analytics.
UI/UX Consultant
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.
Chief of Design and Product, Co-founder
Mokus.io
- Collaboratively developed launch stage agency model team to fund MVP with a $600,000 turnover.
- Directed a multi-skilled remote team of designers, developers, and project managers.
- Developed MVP, clarified objectives, determined user value, managed budget, and gathered feedback.
- Orchestrated the product's brand, communication, and presentation efforts to pitch for investment in the UAE and the UK.
- Conducted user research, created personas, analyzed competitors, prioritized features, and created actionable plans.
Lead Designer (Application)
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.
Creative Director
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.
- Successfully 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.
Creative Director
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.
Managing Art Director
ITP Media Group
- Campaigned for and established the company's design department, growing a team from me to 30+ in three years.
- Successful 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.
Education
Bachelor of Arts Degree in Communication Design
University of Portsmouth - Portsmouth, UK
Foundation Course in Art and Design
Shephalbury Art College - Stevenage, UK
Skills
Tools
Sketch, Adobe CC, Figma, Zeplin, InDesign CC, QuarkXpress, Illustrator CC, Photoshop CC, InVision, Miro, Adobe Illustrator, Trello, Google Slides, Apple Keynote, Adobe Creative Suite, Adobe Experience Design (XD), Jira, GitLab, GitHub, Asana
Platforms
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, 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, 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, Prototyping, 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), Textiles, Filmmaking, Art History, Social Hubs, Agile, Data, Chart.js, Illustration, Pitch Books
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
- Figma
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