Lilly-jo Cullen, Designer in London, United Kingdom
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Lilly-jo Cullen

Verified Expert  in Design


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 start-up, 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

2020 - 2020
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.
Technologies: Zeplin, Principle, InVision, Adobe, Sketch

Product Designer

2019 - 2020
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.
Technologies: InVision, Adobe, Sketch

Product Designer

2018 - 2019
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.
Technologies: InVision, Adobe Suite, Sketch

Product Designer

2017 - 2018
  • 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.
Technologies: InVision, Adobe Suite, Sketch


2016 - 2017
  • 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.
Technologies: Adobe Suite, Sketch
2011 - 2012

Foundation Diploma in Performing Arts in Arts

Arts Educational Schools London - London, UK

2011 - 2011

Short Course in Illustration

University of the Arts - London, UK

2009 - 2011

BTEC in Art and Design

Lewisham College - London, UK


Accessibility iOS

Deque University


Accessibility Android

Deque University