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Tom Welters
Verified Expert in Design
Designer
Berlin, Germany
Toptal member since December 9, 2022
Bio
Tom has specialized in designing digital products from concept to production, focusing on synthesizing user experience and business strategy. With a diverse design and social science background, he developed a habit of looking for the bigger picture, building a vision of how every aspect of a user experience feeds into a larger user journey and product strategy. He loves solving complex design challenges while maintaining a beautiful, user-centric visual language.
Experience
- UI Design - 8 years
- Web Design - 8 years
- Information Architecture (IA) - 5 years
- UX Research - 5 years
- Digital Innovation - 5 years
- Digital Product Design - 5 years
- UX Strategy - 4 years
- Design Systems - 2 years
Portfolio
Location-based Cinema App
Location Services and MapsUser Experience (UX)App DesignCompetitive AnalysisUser InterviewsUsability Testing+ 14 more
Work Experience
Product Designer
2023 - PRESENT
Scribbr
- Created high-fidelity product designs for a multilingual educational platform, helping students with their academic writing through AI tools and expert feedback.
- Provided input from a usability perspective on how to improve the user experience.
- Conducted user research, like usability tests and interviews, and created user personas to understand user needs and behaviors.
- Collaborated with CRO specialists, product managers, and developers.
Technologies: Asana, Figma, Miro, Design Thinking
UI Design Tutor
2020 - PRESENT
CareerFoundry
- Assisted design students in developing an in-depth understanding of user interaction design.
- Coached students through their course progression.
- Supported students in developing their ideation, sketching, wireframing, and interactive prototyping skills.
- Evaluated assignments and provided constructive feedback from concept to the final design.
- Identified individual students' needs and strategized on how to close specific skill gaps by suggesting supplementary learning materials for areas where students may be struggling.
- Provided actionable suggestions to improve the quality of students' submissions and portfolio projects.
Technologies: Figma, Sketch, InVision, Adobe Experience Design (XD), Flinto, Typography, UX Mentoring, Slack, User Personas, User Flows, Competitor Analysis & Profiling, Usability Testing, UI Elements, Mobile UX, User Experience (UX), User Experience Design, Interaction Design (IxD), Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, User Testing, Journey Mapping, UX Research, App Design, Web Design, Iconography, Digital Product Design, Mood Boards, Mobile App Design, Mobile Design, User Interface (UI), Mobile UI Design, Mobile UX Design, Responsive Web Design (RWD), Agile, Design Thinking
Product Designer | Senior UI/UX Designer | Design Lead
2019 - PRESENT
Freelance
- Created high-fidelity product designs for a multilingual educational platform, helping students with their academic writing through AI tools and expert feedback.
- Scoped the digital landscape, conducted white space analysis, and provided product recommendations for a multinational pharmaceutical company.
- Created deliverables from concept and UX strategy to production for a personalized services platform for people affected by gambling addiction. Conducted in-depth user research to support the strategy, designed logic, and chatbot conversation flow.
- Rethought the entire user experience for a consumer research results dashboard and an insights platform for a London-based scale-up. Developed an in-depth understanding of the complex topic of multi-survey creation and analysis.
- Collaborated with a UK-based digital innovation agency on multiple projects for startups and social enterprises, managing other designers, copywriters, and development teams.
- Designed an integrated consumer-facing website and an employees' wellness service hub portal for a leading UK health and social care organization.
- Redesigned a website and created a new brand identity for young people to find information and support related to gambling addiction.
- Developed a new website and onboarding experience for a nonprofit online therapy service. Created landing pages and social media assets to support the marketing strategy.
- Designed a career site and job portal for a UK social care organization.
- Collaborated closely with a Dutch health store chain to design new functionalities for their eCommerce site.
Technologies: Dashboard Design, Figma, Miro, Business Strategy, Design Strategy, App Design, Digital Product Design, Digital Innovation, Design Systems, Digital Project Management, Iconography, Information Architecture (IA), Competitor Analysis & Profiling, Journey Mapping, Notion, Project Planning, Prototyping, Web Design, UX Workshops, Pitch Decks, Branding, UX Strategy, UX Research, User Testing, Illustration, User Interviews, UX Audits, Slack, User Flows, Usability Testing, Sketch, Personalization, Online Platform, Platform Design, User Personas, Calendars, Onboarding, UI Elements, Mobile UX, Digital Transformation, Location Services and Maps, User Experience (UX), User Experience Design, User Journeys, Website Redesign, Social Impact, Web Forms, UX Prototyping, Web UX, UX Design, Interaction Design (IxD), Data Visualization, Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Typography, Mood Boards, Mobile App Design, Mobile Design, User Interface (UI), Mobile UI Design, Mobile UX Design, Product Design, Responsive Web Design (RWD), Wireframing, User Stories, User Scenarios, UX Wireframes, Agile, Design Thinking
Digital Innovation Consultant
2023 - 2023
Multinational Pharmaceutical Company
- Scoped the digital landscape and conducted white space analysis for a healthcare product category.
- Created process and methodology for the white space analysis.
- Identified and analyzed digital trends and emerging technology for the product category.
- Conducted internal white space analysis, including identifying the company's strengths, abilities, potential opportunities, and competitive threats for the product category.
- Scoped and analyzed the digital landscape. Mapped the digital landscape for the product category and identified which products or services succeeded or failed and where potential gaps were.
- Performed external white space analysis by identifying potential gaps in the market, such as lack of competition or new market spaces for the product category.
- Conducted future-focused white space analysis while emphasizing applied strategic foresight and emerging technologies.
- Synthesized findings and offered digital product solutions and recommendations for the uncovered white space opportunities.
Technologies: Figma, Miro, Airtable, Agile, Enterprise
Lead UX Designer
2022 - 2022
Attest
- Rethought the entire user experience for the results dashboard of a consumer research and insight platform.
- Designed an intricate flow diagram for open-text analysis.
- Created high-fidelity wireframes for the analysis of open-text questions on the platform.
- Conducted interviews and workshops to form a complete picture of users and business goals and understand a complex multi-survey creation and analysis topic.
- Collaborated with software engineers and data scientists to understand technical aspects of survey analysis and find the best solutions.
- Created a detailed breakdown of all functionalities and visualized complexities in an end-to-end journey.
- Designed a new information architecture for survey analysis and insights.
- Created an assumption-based user journey to merge user needs, technical requirements, and limitations, laying a foundation for a new information architecture.
- Presented architecture, ideas, and rationale to main stakeholders and budget holders.
- Delivered high-fidelity wireframes for a complete results dashboard.
Technologies: Dashboard Design, User Experience Design, UX Research, UX Workshops, Information Architecture (IA), Digital Product Design, UX Strategy, Figma, Miro, Consumer Insights, Online Platform, Platform Design, UI Elements, User Experience (UX), User Journeys, Graphs, Web UX, UX Design, Interaction Design (IxD), Data Visualization, Time Management, Communication, Collaboration, Research, Analytical Thinking, Pitch Decks, Project Planning, Competitor Analysis & Profiling, User Flows, Slack, Notion, UX Audits, User Interviews, Design Strategy, User Testing, Journey Mapping, Digital Project Management, Web Design, Business Strategy, Product Design, SaaS, Dashboards, Strategic Design, Service Design, Component Libraries, Agile, SaaS Design, User Research, Leadership
Lead Product Designer
2021 - 2022
A UK leading provider of information and advice on gambling
- Produced deliverables from concept to production for a personalized services platform for people affected by gambling addiction in the UK.
- Created and presented a concept to main stakeholders for an end-to-end user experience, including a website, onboarding flow, and service platform.
- Developed a UX strategy, merging users and business goals into a seamless experience.
- Conducted in-depth user research and created user flows, user journeys, and high-fidelity wireframes to support the UX strategy.
- Designed onboarding and personalization logic and created a conversation flow for chatbot integration.
- Contributed to a UI design system for the website and services platform.
- Onboarded and managed team members, including designers, developers, and copywriters.
Technologies: Platform Design, User Onboarding, Personalization, User Interviews, Chatbot Conversation Design, Digital Product Design, UX Strategy, Digital Innovation, Business Strategy, Figma, Miro, Dashboard Design, Information Architecture (IA), Digital Project Management, Online Platform, Psychology & Mental Health, User Personas, Onboarding, UI Elements, Mobile UX, Digital Transformation, Competitive Analysis, Location Services and Maps, Cognitive Behavioral Therapy (CBT), User Experience (UX), User Experience Design, User Journeys, Website Redesign, Social Impact, Web Forms, UX Prototyping, Web UX, UX Design, Interaction Design (IxD), Data Visualization, Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Pitch Decks, Project Planning, Usability Testing, Competitor Analysis & Profiling, User Flows, Slack, Notion, UX Workshops, UX Audits, Design Strategy, User Testing, Journey Mapping, Prototyping, UX Research, Web Design, Typography, Iconography, User Interface (UI), Product Design, Responsive Web Design (RWD), WordPress Design, Strategy, Strategic Design, Service Design, Component Libraries, Agile, User Research, Leadership
UX/UI Consultant
2021 - 2021
Event and Social Networking Startup
- Worked for a Berlin-based startup for an event and social network app. Conducted a UX audit of existing experience to refine customers' needs and improve product quality.
- Reviewed existing UI design to evaluate and improve upon the visual design.
- Created a new user flow for users to sign up for events and get users to attend the event they signed up for.
- Designed a new onboarding flow to get users excited about signing up and to explain the app's functionalities.
Technologies: User Experience (UX), User Interface (UI), App Design, UX Audits, User Flows, UI Design, Mobile UI, User Experience Design, Mobile UX, Mobile App Design, Mobile Design, Mobile UI Design, Mobile UX Design, Product Consultant, Product Design
UI/UX Lead
2021 - 2021
A UK leading health and social care organization
- Designed a career website for one of the UK's leading health and social care organizations.
- Created the visual identity from scratch, fitting the organization's broad target audience.
- Designed a user flow using storytelling techniques that engage users in looking for jobs.
- Established a UX strategy, focusing on real stories and people sharing their experiences working for the health and social care organization.
- Redesigned a job portal reflecting a clear and welcoming visual identity created for the career website.
Technologies: Job Portals, Job Search Sites, UI Elements, Mobile UX, Cognitive Behavioral Therapy (CBT), User Experience (UX), User Experience Design, Website Redesign, Social Impact, UX Prototyping, Web UX, UX Design, Photoshop 7, Interaction Design (IxD), Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Branding, Project Planning, User Flows, Slack, Notion, UX Workshops, UX Audits, Illustration, Design Strategy, Prototyping, UX Research, Web Design, Information Architecture (IA), Typography, Iconography, Miro, Figma, Business Strategy, UX Strategy, Mood Boards, User Interface (UI), Responsive Web Design (RWD), Customer Journey, Service Design, User Research, Leadership
UI/UX Lead
2021 - 2021
Livelife
- Redesigned the client's website with accompanying landing pages.
- Designed a new onboarding experience that would allow users to book an initial session with a therapist.
- Created a UI design based on existing branding guidelines.
- Built social media assets for advertising new sites and experiences.
Technologies: User Onboarding, Website Redesign, Cognitive Behavioral Therapy (CBT), Nonprofits, Onboarding, UI Elements, Mobile UX, User Experience (UX), User Experience Design, Social Impact, Web UX, Social Media, UX Design, Adobe Illustrator, Interaction Design (IxD), Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Project Planning, User Flows, Slack, UX Workshops, UX Audits, Illustration, Design Strategy, Prototyping, UX Research, Web Design, Information Architecture (IA), Typography, Iconography, Miro, Figma, UX Strategy, Digital Product Design, Mood Boards, User Interface (UI), Landing Page Design, Responsive Web Design (RWD), Service Design, User Research
Lead UI/UX Designer
2021 - 2021
A UK leading provider of information and advice on gambling
- Redesigned the company's website for young people to find information and advice about gambling addiction.
- Delivered a strong brand refresh, creating the overall look and feel.
- Created illustrations and bespoke icons, fitting the overall design direction.
- Conducted user interviews with young people between 9 and 17 years old and performed usability testing with the same target group.
- Built the information architecture for a new website.
- Designed forms for educational workshops and referrals.
Technologies: Website Redesign, Branding, Information Architecture (IA), Illustration, User Experience (UX), UX Strategy, Figma, Miro, Psychology & Mental Health, Calendars, UI Elements, Mobile UX, Cognitive Behavioral Therapy (CBT), User Experience Design, Social Impact, Web Forms, UX Prototyping, Web UX, UX Design, Photoshop 7, Adobe Illustrator, Interaction Design (IxD), Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Pitch Decks, Project Planning, Usability Testing, Competitor Analysis & Profiling, User Flows, Slack, UX Workshops, UX Audits, User Interviews, Design Strategy, User Testing, Prototyping, UX Research, Web Design, Typography, Iconography, Mood Boards, User Interface (UI), Responsive Web Design (RWD), WordPress Design, User Research
Lead UI/UX Designer
2021 - 2021
A UK leading health and social care organization
- Designed an integrated consumer-facing informational web presence and a fully functioning service hub portal.
- Created two distinct yet interconnected user journeys—for employers and employees.
- Built a brand identity from scratch, including a color palette, illustrations, and typography.
- Designed an employee well-being platform where users and an admin can log in, see relevant content, and take action to support their mental health.
- Created a storyboard and designs for a promotional video explaining the newly launched well-being platform and its services.
Technologies: Platform Design, Employee Experience, B2B, User Journeys, Branding, Digital Product Design, UX Strategy, Digital Innovation, Business Strategy, Figma, Miro, Information Architecture (IA), Online Platform, Psychology & Mental Health, Onboarding, UI Elements, Mobile UX, Digital Transformation, Cognitive Behavioral Therapy (CBT), User Experience (UX), User Experience Design, User Onboarding, Website Redesign, Social Impact, UX Prototyping, Web UX, UX Design, Adobe Illustrator, Interaction Design (IxD), Visual Design, Responsive UI, UI Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Pitch Decks, Project Planning, Usability Testing, User Flows, Slack, UX Workshops, UX Audits, Illustration, Design Strategy, Journey Mapping, Prototyping, UX Research, Web Design, Typography, Iconography, Dashboard Design, Mood Boards, User Interface (UI), Product Design, Responsive Web Design (RWD)
UI/UX Designer
2016 - 2019
A natural health store chain
- Designed an informational website and an eCommerce site.
- Created and executed a brand strategy and brand guidelines.
- Managed the eCommerce's digital project and was the central point of contact between the business and a development agency, main retailer, and a software automatization company.
- Designed concepts and pitched various digital products to stakeholders within the health industry.
- Created marketing materials and developed the social media strategy.
- Conducted categorization and data management of an eCommerce CMS.
- Oversaw ongoing problem-solving activities and came up with new features.
Technologies: Sketch, Photoshop 7, Adobe InDesign, UX Design, UI Design, Digital Project Management, Social Media, Web Design, eCommerce UX, Web Marketing, Digital Product Design, UX Strategy, Business Strategy, Miro, Information Architecture (IA), UI Elements, Mobile UX, Competitive Analysis, User Experience (UX), User Experience Design, Web UX, Interaction Design (IxD), Visual Design, Time Management, Communication, Collaboration, Research, Analytical Thinking, Branding, Pitch Decks, Project Planning, Competitor Analysis & Profiling, User Flows, eCommerce, Slack, UX Workshops, UX Audits, Illustration, Design Strategy, User Testing, Prototyping, UX Research, Typography, Iconography, Figma, Digital Innovation, Mood Boards, User Interface (UI), Product Consultant, Management Systems, Strategy, Loyalty Programs, Service Design, eCommerce Design
Education
2013 - 2014
Master's Degree in International Relations
University of Amsterdam - Amsterdam, Netherlands
2009 - 2012
Bachelor's Degree in Political Science
Radboud University - Nijmegen, Netherlands
Certifications
APRIL 2020 - PRESENT
Front-end Development for Designers Course
CareerFoundry
DECEMBER 2019 - PRESENT
UI Design
CareerFoundry
Skills
Tools
Sketch, Miro, InVision, Slack, Adobe Experience Design (XD), Flinto, GitHub, Git, Photoshop 7, Adobe InDesign, Adobe Illustrator, Airtable, Asana
Platforms
Figma, Android, iOS
Industry Expertise
Psychology & Mental Health
Languages
HTML, CSS, JavaScript
Other
Digital Product Design, UX Strategy, Digital Innovation, Information Architecture (IA), Web Design, Design Systems, UX Mentoring, User Flows, Analytical Thinking, Collaboration, Communication, UI Design, UX Design, Web UX, Platform Design, Website Redesign, User Journeys, User Experience Design, User Experience (UX), Digital Transformation, User Interface (UI), Product Design, Wireframing, Service Design, UX Wireframes, Component Libraries, Dashboard Design, Iconography, Typography, App Design, Digital Project Management, UX Research, Prototyping, Journey Mapping, User Testing, Design Strategy, User Interviews, UX Audits, UX Workshops, Notion, eCommerce, Competitor Analysis & Profiling, Usability Testing, Project Planning, Pitch Decks, Branding, Research, Writing & Editing, Data-driven Methodology, Time Management, Responsive UI, iOS App Design, Android App Design, Visual Design, Data Visualization, Interaction Design (IxD), eCommerce UX, UX Prototyping, Web Forms, Mobile UI, Fintech, Graphs, Dark Design, Employee Experience, Social Impact, B2B, iOS UI Design, Native Mobile Apps, Online Platform, Consumer Insights, User Onboarding, Personalization, Job Portals, Job Search Sites, Cognitive Behavioral Therapy (CBT), Nonprofits, Location Services and Maps, Competitive Analysis, Mobile UX, UI Elements, Onboarding, User Personas, Dark UIs, Mood Boards, Mobile App Design, Mobile Design, Mobile UI Design, Mobile UX Design, Product Consultant, Web App UX, Web App UI, Management Systems, Landing Page Design, Responsive Web Design (RWD), WordPress Design, Design Thinking, Strategy, User Stories, User Scenarios, SaaS, Customer Journey, Dashboards, Responsive Web Apps, Strategic Design, eCommerce Design, Agile, SaaS Design, User Research, Enterprise, Leadership, Web3, Financial UX, Decentralized Finance (DeFi), Business Strategy, Illustration, UI Animation, Layout, Social Media, Web Marketing, Employee Training, Chatbot Conversation Design, Web App Design, Calendars, Environment, Politics, Loyalty Programs, Blockchain & Cryptocurrency
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