Craig Willers, Designer in Birmingham, United Kingdom
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Craig Willers

Verified Expert  in Design

Designer

Location
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

2023 - PRESENT
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.
Technologies: Figma, Jira

Head of Product and Design

2022 - PRESENT
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.
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

Lead UI/UX Designer

2021 - PRESENT
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.
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

UI/UX Strategist, Product Owner

2019 - PRESENT
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.
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

Independent Design Consultant

2011 - PRESENT
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.
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

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

Lead UX/UI Designer and Creative Director

2015 - 2021
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.
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

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

Chief of Design and Product, Co-founder

2017 - 2019
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.
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

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

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.
  • 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.
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

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

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.
  • 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.
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
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

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

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