Lilly-jo Cullen
Verified Expert in Design
Designer
London, United Kingdom
Toptal member since June 17, 2019
Lilly-jo is an intuitive and creative designer with expertise in apps, websites, games, and branding. Having spent several years working in a variety of domains from eCommerce, education, and health, she has a solid understanding of what it takes to lead design projects from scratch with a startup or take a large, established FTSE 100 company into fresh, new territory. Her clients include British Gas, New Look, and Marks and Spencer.
Work Experience
Product Designer
Tide (powered by ClearBank)
- Designed end-to-end UX for new energy and sustainability features within Tide's SME banking platform, delivered via ClearBank's banking infrastructure.
- Mapped user journeys, produced wireframes and high-fidelity prototypes, and collaborated with product managers and engineers to take concepts through delivery.
- Designed complex financial journeys spanning subscriptions, energy insights, carbon tracking, and marketplace experiences within a regulated fintech environment.
Product Designer
Lola's Cupcakes
- Developed interactive kiosk concepts in Figma for Lola’s Cupcakes, inspired by leading quick-service UX patterns (e.g., McDonald’s) to create a more intuitive and emotionally engaging ordering journey.
- Translated brand identity into functional UI systems, maintaining Lola’s signature warmth and visual indulgence while modernising layouts and optimizing for both in-store and online consumer experiences.
- Collaborated closely with internal teams to refine user flows, visual hierarchy, and component consistency, ensuring a cohesive design language across the full customer experience.
Product Designer
Toyota Connected Europe
- Led the redesign of the subscriptions and payments system in the Toyota app, simplifying payment flows, improving subscription management, and offering more intuitive billing options to enhance the user experience.
- Directed the redesign of the fuel loyalty program, improving user engagement through a seamless interface, better integration with fuel providers, and personalized rewards, encouraging greater adoption of the scheme.
- Led the redesign of remote control features in the Toyota app, improving usability for functions like remote start and climate control and optimizing responsiveness for a more convenient and reliable user experience.
Product Designer
Marks and Spencer
- Led a discovery phase to gather and consolidate existing data and conducted primary research, including surveys, card sorting, and click tests to identify user needs, behaviors, and pain points within the Sparks loyalty scheme.
- Identified key issues in the loyalty system and led cross-functional ideation sessions to conceptualize innovative solutions. Worked closely with stakeholders to define clear objectives and potential improvements for enhancing the user experience.
- Created early-stage prototypes and user flows, visualizing and presenting functional requirements to development teams. Ensured smooth project progress, effectively communicating concepts and aligning them with the functionality for development.
Product Designer
Kin & Carta Create
- Collaborated with the Kin & Carta Create team (formerly The App Business), working alongside Marks & Spencer to reinvent their loyalty program with individual responsibility for Android.
- Visualised an entirely different concept, carefully applying the new branding, particularly when it met other in-app journeys.
- Guided the design based on results from testing versions of the same feature at the Oxford Street in-store lab. Overseeing Android, I was incorporating and adapting designs to ensure the smoothest possible native experience for thousands of users.
Product Designer
New Look
- Assisted high street retailer New Look on their mobile applications for iOS and Android.
- Transformed the existing web views into highly customized native experiences for the increasingly competitive market of bringing fashion into technology.
- Redesigned major features including Explore, My Account, In-store Mode, and Tab Navigation.
- Delivered user research, stakeholder and team workshops, app architecture, high fidelity interface design, motion and interaction design, prototyping, and user testing.
Product Designer
Publicis Sapient
- Designed British Gas’s Next Generation (NGA) app. In an extremely tight monthly delivery cycle.
- Utilizing existing web features, we took the foundation back through workshop, ideation, prototyping, and testing with a focus on simplifying, and optimizing the customer experience.
- Developed the the in-app sales journeys, the success of which brought added confidence, and further investment in NGA.
Product Designer
Inktrap
- Designed a variety of app products for companies, as well as created our own. These included transport, medical, financial, and educational products.
- Utilizing our Developed Series workshops and design sprints, we saw clients from the start-up phase to completion of the project.
Designer
Smack
- Drafted, designed, and built campaign specific apps, websites, and games within a team setting.
- Assisted clients who were a mixture of big names, and start-ups. Clients included: The Body Shop, Ted Baker, Dominoes Pizza, and Dishoom.
Education
Master's Degree in Computer Science
Abertay University - Scotland
Short Course in Illustration
University of the Arts - London, UK
BTEC in Art and Design
Lewisham College - London, UK
Certifications
Accessibility iOS
Deque University
Accessibility Android
Deque University
Skills
Tools
Figma Prototyping, Sketch, Principle, InVision, Adobe, Zeplin, Adobe Illustrator, Premiere Pro CC, Illustrator CC, After Effects CC, FigJam, Adobe CC, Miro, Usertesting.com, Atlassian
Platforms
Mobile, Figma, Web, Android, iOS, Adobe Suite
Industry Expertise
Fashion, Fashion & Beauty, Education Technology (Edtech), Insurance Technology (Insurtech), Architecture, Banking & Finance, Luxury Goods, Insurance
Other
Mobile Apps, iOS App Design, Mobile UI, Product Design, UI Design, Mobile App Design, Responsive UI, User Flows, Prototyping, Visual Design, Design Systems, User Experience (UX), User Interface (UI), Web App Design, Artificial Intelligence (AI), Mobile Design, UX Design, Web Design, Graphic Design, Creativity, User Research, High-fidelity Wireframes, B2C, Social Media Design, App Design, Mockups, Landing Page Design, Landing Pages, Websites, Landing Page Optimization, E-learning, Responsive Web Design (RWD), User Validation, User Journeys, Business to Consumer (B2C), Mobile App UI, Mobile UX Design, MVP Design, High-fidelity Mockups, Visual Identity, Web App UI, Accessibility, Material Design, Native Mobile Apps, App UI, App UX, Mobile Banking, Illustration, User Testing, Design Sprints, Service Design, Style Kits, Atomic Design, Icon Design, Material UI, Fintech, eCommerce, Branding, Logo Design, Data Visualization, Mobile Payments, Dashboard Design, Motion Interaction, Component Libraries, Apps, Edtech Design, Marketplaces, UX Prototyping, AI Design, Web3, Art Direction, Android App Design, Fintech Design, A/B Testing, Conversion Rate Optimization (CRO), Heat Maps, Funnel Optimization, Blockchain, UX Audits, Animation, Startups, Gamification, Presentation Design, In-app Messaging Systems, Android Design Guidelines, Agile, Design Leadership, Brand Identity, Motion Design, Business to Business (B2B), Usability Testing, Wireframing, Task Flows, Dashboards, SaaS, Journey Mapping, Problem Management, Quantitative User Research, Interface Design, User Interviews, UI Branding, iPad, Children's Books, Children's Illustration, Energy Utilities, Customer Experience, eCommerce UI, Booking UX, Jewelry, Upgrades, Energy, Computer Science, Campaigns, Flutter, UPD Commander, Digital Kiosks, Food Ordering, Foodtech, Retail Design, IoT Design, Automotive Design, Subscriptions, toyota, Cars, Loyalty Schemes, Companion Software
Experience
- Mobile Apps - 12 years
- Native Mobile Apps - 10 years
- Illustration - 10 years
- App UI - 8 years
- iOS - 8 years
- Material Design - 6 years
- Icon Design - 5 years
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