Publication
New Web Order: An Overview of Content-first Design
https://www.toptal.com/designers/web/content-first-design
Robert is available for hire
Hire RobertRobert Suckley
Verified Expert in Design
Designer
Truro, United Kingdom
Toptal member since April 5, 2018
Bio
Rob is a senior product and UI/UX designer with 15+ years of experience shaping intuitive products across Web3, fintech, and health. At ZenLedger, he redesigned the platform, helping drive 4x user growth and secure a $15 million Series B. Rob brings clarity, trust, and human-centered design to startups and enterprises alike.
Experience
- UI Design - 15 years
- UX Design - 10 years
- Web App Design - 8 years
- SaaS Design - 6 years
- Product Design - 6 years
- Web3 - 6 years
- Design Systems - 5 years
- Mobile App Design - 5 years
Portfolio
RBHT NHS Trust - Website Redesign
Responsive Web Design (RWD)Information Architecture (IA)Web UIDesign DocumentationDashboard DesignUI Design
Work Experience
Product Designer
2018 - PRESENT
Freelance Clients
- Led end-to-end product design across fintech, crypto, AI health, aviation ops, and B2B SaaS platforms, turning technically dense systems into clear, usable experiences.
- Designed for high-stakes domains including crypto tax, financial risk, aviation logistics, and personal health guidance, where accuracy, clarity, and trust were critical.
- Helped early-stage startups evolve into structured, scalable products by defining UX foundations, interaction models, and design systems from scratch.
- Translated complex blockchain mechanics (wallets, NFTs, tax logic) into intuitive user journeys, making Web3 tools usable for non-technical audiences.
- Acted as sole product designer on multiple engagements, owning UX strategy, user flows, UI execution, and dev handoff in fast-moving remote teams.
- Reworked data-heavy dashboards and admin systems (finance, risk, aviation, reporting) by improving information architecture and reducing cognitive load for power users.
- Established reusable component systems and UI standards that improved consistency, reduced design debt, and accelerated development as products scaled.
- Turned vague problem spaces into structured solutions through research, product audits, and workflow mapping, especially on technically complex platforms.
- Designed multi-sided platforms balancing different user types, including investors, accountants, crypto users, creators, aviation operators, and health-focused consumers.
- Delivered high-fidelity, dev-ready design work under tight timelines on complex products, earning repeat trust on technically demanding projects.
Technologies: Figma, Mobile App UI, UX Audits, Design Documentation, Dashboard Design, UX Design, UI Design
Expert UI/UX Designer
2020 - 2025
ZenLedger
- Redesigned and continually improved a major SaaS blockchain tax application, advocating for the needs and goals of real users through research and testing. Enhanced usability, accessibility, and refining the overall design aesthetic.
- Led the design of multiple products and services within the blockchain space, including compliance, crypto investigations, e-learning, and portfolio tracking, whilst communicating across a broad team of developers, product owners, and managers.
- Spearheaded the redesign of the brand identity. Delivered high-impact visuals across multiple touchpoints, with a focus on events and promotional campaigns driving product performance, user engagement, and brand presence.
Technologies: Product Design, Fintech, Web App Design, Figma, Mobile UI Design, Enterprise SaaS, Responsive Web Design (RWD), Design Systems, SaaS Design, Branding, Information Architecture (IA), Sitemaps, User Flows, Design, Mobile App Design, Web Content Accessibility Guidelines (WCAG), Rapid Prototyping, Web App UI, Wireframing, Web UI, Web3, Mobile App UI, UX Audits, Design Documentation, Dashboard Design, UX Design, UI Design
Lead UX/UI Designer
2015 - 2020
Affinity Digital
- Expanded Affinity Digital’s design capabilities and drove innovation across high-impact projects.
- Led discovery and creative execution for large-scale initiatives with leading enterprises, including NHS Trust, PROTECT UK, and Innovate UK.
- Adhered to GDS guidelines to ensure accessibility and usability, enhancing the user experience for critical public services.
- Led three regional council website and intranet redesigns. Conducted customer and stakeholder interviews and workshops, auditing current workflows and creating high-fidelity designs.
- Redesigned a major London NHS Trust and private hospital website by conducting patient interviews, stakeholder workshops, and user testing.
- Delivered wireframes, prototypes, and high-fidelity UI designs to enhance usability, streamline appointment scheduling, and improve patient experience. Focused on accessibility and user satisfaction.
Technologies: Web UI, Mobile UI Design, User Research, Enterprise SaaS, Responsive Web Design (RWD), Design Systems, SaaS Design, Branding, Information Architecture (IA), Sitemaps, User Flows, Design, Mobile App Design, Web Content Accessibility Guidelines (WCAG), Rapid Prototyping, Web App UI, Web App Design, Wireframing, Product Design, Web Design, Mobile App UI, UX Audits, Design Documentation, Dashboard Design, UI Design
Head of Design
2007 - 2015
Slightly Different
- Managed the overall design output and led the design team, overseeing the creation of user-centered experiences, ensuring consistency, and driving innovation across all projects.
- Designed and developed mobile-first, responsive web interfaces, ensuring seamless user experiences across various devices while optimizing performance and accessibility.
- Presented and pitched design concepts to clients, effectively communicating design decisions, user experience strategies, and project vision to secure stakeholder buy-in.
- Sourced, onboarded, and managed third-party design firms, overseeing collaboration, ensuring alignment with brand guidelines, and maintaining high-quality design output.
- Established and led the creative direction for Slightly Different, defining design standards, brand identity, and user experience strategies to drive innovation and consistency.
- Provided thorough quality control over design concepts and projects, ensuring consistency, usability, and alignment with brand guidelines while maintaining high creative standards.
Technologies: User Research, Responsive Web Design (RWD), Design Systems, Branding, Information Architecture (IA), Sitemaps, User Flows, Design, Mobile App Design, Web Content Accessibility Guidelines (WCAG), Wireframing, Web UI, Product Design, Web App Design, Web Design, UX Audits, Design Documentation, Dashboard Design, UX Design, UI Design
Web Designer
2005 - 2014
Signature Image Consultants
- Created web and graphic design, specializing in property agents.
- Designed website layouts for multiple eCommerce clients.
- Designed initial wireframes, concepts, and user interfaces for websites in Photoshop.
- Realized final full designs in HTML and CSS to hand over to developers.
- Designed brand identity and printed promotional material for small to medium-sized companies.
Technologies: User Research, Responsive Web Design (RWD), Branding, Information Architecture (IA), Sitemaps, User Flows, Design, Wireframing, Product Design, Web App Design, Web Design, UI Design
Other Experience
Education
2006 - 2007
Bachelor of Arts Degree in Design Communication
Plymouth College of Art - Plymouth, UK
2004 - 2006
Higher National Diploma in Photography and Digital Imaging
Truro College - Truro, UK
Certifications
APRIL 2025 - PRESENT
User Psychology
Uxcel
MARCH 2025 - PRESENT
Mobile Design
Uxcel
JANUARY 2025 - PRESENT
Figma UI UX Design Advanced
Udemy
JANUARY 2025 - PRESENT
Certified Cryptocurrency Expert
Blockchain Council
OCTOBER 2023 - PRESENT
Mobile UI Design
The Interaction Design Foundation
AUGUST 2023 - PRESENT
Design for a Better World with Don Norman
The Interaction Design Foundation
JANUARY 2023 - JANUARY 2030
Perception and Memory in HCI and UX
The Interaction Design Foundation
Skills
Platforms
Figma
Other
Fintech, Information Architecture (IA), Web UI, Mobile App Design, Branding, SaaS Design, Wireframing, User Flows, Sitemaps, Design Systems, Product Design, Web App Design, Interaction Design (IxD), Design, Enterprise SaaS, Responsive Web Design (RWD), Web Content Accessibility Guidelines (WCAG), Web App UI, Web Design, Mobile App UI, UX Audits, UI Design, UX Design, Dashboard Design, Design Documentation, Mobile UI Design, User Research, Rapid Prototyping, Web3, Onboarding, Healthtech, Framer, Mobile Design, User Interface (UI), User Experience (UX), User Journeys, UX Research
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