George Dan Foia, Designer in London, United Kingdom
George Dan Foia

Designer in London, United Kingdom

Member since January 5, 2021
George, aka Mr. Pixel is a lead UX/UI designer with 17 years of experience. He led the design of the NHS Covid-19 app which resulted in 21+ million downloads and a 4.6-star rating in the App Store. At HSBC, he delivered the Mobile Banking app with 6+ million users and raised its 1.9 rating to a 4.8 in App Store. He enjoys designing beautiful web and mobile experiences that achieve business goals. George has extensive experience working with start-ups and international corporations alike.
George is now available for hire


Digital Design


  • Lead UX and UI Designer (Consultant at NHS)

    2019 - PRESENT
    • Led the design efforts for the UK's NHS Covid-19 app, which has reduced the number of Covid infections. The app was downloaded by 21 million+ users, had 4.6 stars from 281,000+ reviews in the App Store, and was ranked number one in the medical section.
    • Created user scenarios, rich pictures, user flow diagrams, low-fidelity wireframes, AA WCAG 2.1 compliant high-fidelity designs, prototypes, illustrations and other visual assets, and set up a component library.
    • Conducted ideation sessions, three amigos workshops, co-design sessions, retrospectives, and stakeholders reviews. Presented the UX team's progress in show and tells, participated in user testing sessions, and set up the UX process and teams interaction.
    • Led a team of five designers (including researchers) distributed remotely in different locations and timezones. Set up the design scope and process, approach, and design direction.
    Technologies: Figma, UX Design, User Research, Miro, UI Design, Accessibility, Component Libraries, Medical Devices, Mobile Apps, User Experience (UX), User Interface (UI), WCAG 2, Illustration, iOS UI Design, iOS UX Design, Android UI Design, Visually impaired UX
  • Lead UX and UI designer

    2004 - PRESENT
    Mr Pixel Studio (Freelance)
    • Designed an advanced teaching platform app for iPads, used by public and private schools in China. The platform helped teachers provide bespoke teaching and testing of different student levels.
    • Assisted stakeholders to define and prioritize the product roadmap by conducting user and stakeholders interviews, user story mapping, now-next-later roadmap, jobs to be done, user stories, estimations, retrospectives, and show and tells.
    • Created user personas and scenarios, conducted competitor analysis, sketched rich pictures, and conducted card sorting workshops and usability testing.
    • Designed user flow diagrams, low-fidelity wireframes, high-fidelity designs, prototypes, and design systems.
    • Designed numerous websites, illustrations, logos, icons, mobile apps, and other visual assets.
    Technologies: Sketch, Figma, Zeplin, User Story Mapping, User Flows, Wireframing, Prototyping, Mobile, Mobile Apps, Apple Human Interface, Retro, User Stories, Competitor Analysis & Profiling, User Personas, Stakeholder Interviews, Jobs to be Done (JTBD), User Experience (UX), User Interface (UI), Product Design


  • Coursework Towards a Degree in Information Technology
    2004 - 2007
    University of Oradea - Oradea, Romania


  • UX Certification
    Nielsen Norman Group



London, United Kingdom

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