Willa Roos
Verified Expert in Design
Designer
Cape Town, Western Cape, South Africa
Toptal member since October 29, 2021
Willa is a friendly user experience designer with expertise in designing web and mobile apps for clients of all sizes. She has been honing her craft for several years, through a varied career path, from graphic design and web development to UX and product design. With a positive attitude, Willa can adapt her problem-solving skills to any situation. She is a driven, dynamic designer, who loves UI and design systems, knowing how things work, and discovering how users think.
Portfolio
Delivery Driver Happiness Research
Camvas - Better Remote Collaboration
Delivery Driver App for Orderin
Work Experience
Lead UX/UI Designer
Orderin
- Redesigned the mobile app for delivery drivers that is currently in daily use by over 500 users.
- Led an extensive user and market research project for the purposes of creating an improving driver experience at Orderin.
- Played a leading role in the strategy and creation of Orderin's new design system in Figma.
- Initiated and managed the move of the design team from Sketch to Figma.
- Created an in-office usability lab to test app designs with users.
- Conducted research, UX audits, and heuristic evaluations to identify opportunities to improve efficiency in Orderin's delivery tracking dashboard.
- Created improved UI styles for the delivery tracking dashboard, and designed a number of additional features.
- Designed a number of improvements and new features in Orderin's delivery tracking dashboard that enables users to work more efficiently.
- Wrote product documentation, training material, and release notes.
UX/UI Designer
Travelstart
- Conducted UX and UI audits to make improvements to various parts of the product.
- Used data-driven insights to improve conversion rates through the web-based flight booking flow.
- Designed various features on the Travelstart's mobile app, Flapp.
UX Designer
Brownie Points
- Designed a dashboard for creating, tracking, and measuring volunteering campaigns, as well as a public site where events could be viewed and joined.
- Hosted a campaign with Shoprite, one of South Africa's biggest retailers, to host their 'Africa's Biggest Cleanup' campaign in July 2018, where volunteers from 11 African countries cleaned up in their communities.
- Worked closely with the founder and development team to create product roadmaps and plan sprints.
- Hosted a campaign with the Do More Foundation on World Food Day in 2019, where 2000 volunteers broke a world record by making 108,000 sandwiches in one hour.
- Hired three other contractors for the team in various roles.
UX/UI Designer
Unboxed Consulting
- Introduced and led user-centered design process on client projects that were in various stages of maturity, from ideation to development.
- Worked closely with clients and internal stakeholders to gather requirements, and plan and execute products.
- Created UX deliverables like flow diagrams, customer journey maps, personas, information architecture, wireframes, and visual designs.
- Developed UIs in HTML and Sass in a Ruby on Rails environment, including mobile-first and responsive interfaces.
UX/UI Designer
Cognician
- Designed bespoke learning experiences for a number of programs, including a gamified career coaching guide for teens, a leadership accelerator program for managers, and a retirement calculator for young adults.
- Implemented designs and basic components in HTML and CSS in a Clojure environment.
- Designed various graphics and collateral for courses on the platform.
Junior Web Designer
On Demand Graphic Design and Web Studio
- Designed and created websites in WordPress, with basic theme customization and some custom HTML and CSS.
- Produced visuals for social media marketing campaigns, catalogs, business cards, and other print items.
- Created reports on website analytics and SEO performance.
Graphic Designer
Syntech
- Designed and produced the company's annual 150-page printed product catalog.
- Produced email templates, managed campaigns and mailing lists, and reported on email marketing campaigns.
- Designed visuals for email marketing campaigns, as well as various other printed items like business cards, brochures, and posters.
Education
Diploma in Graphic Design
Ruth Prowse School of Art - Cape Town, South Africa
Skills
Tools
Sketch, InVision, Miro, Photoshop CS5, Adobe InDesign, Illustrator CS5, Mailchimp, Adobe Photoshop, Adobe Illustrator, Google Analytics, GitHub, Draw.io, Trello
Platforms
Figma, WordPress
Languages
HTML, CSS
Other
Web App Design, Software as a Service (SaaS), Product Design, UI Design, User Experience (UX), User Interface (UI), Copywriting, Design Systems, User Research, User Interviews, Android App Design, Agile UX, User Surveys, Dashboard Design, UX Writing, Content Creation, Remote Usability Testing, Landing Page Design, Abstracts, Graphic Design, Photography, Drawing, Art & Painting, Sculpture, Digital Painting, Screen Printing, Mobile Apps, Mobile App UI, Usability Testing, Design Ops, UIKit, UI Components, Component Libraries, Quantitative User Research, UX Research, Reporting, Report Design, Productivity, Remote Work, Web App UX, User Personas, User Flows, Notion, Product Discovery, Wireframing, Prototyping, Volunteering, Corporate Social Responsibility (CSR), Websites, Storyboarding, Storylines, Web UI Design, Mobile UI Design, Motion & Animation Design, Grocery Delivery, Online Ordering, UI Branding, UI Style Guides, UI Research, Research Reports, Research & Investigation, UX Design, Product Roadmaps, Feature Roadmaps, MVP Design, Lean Startups, Nonprofits, Social Impact, Web Dashboards, Web Design, Web UX Design, Scroll Animations, UI Animation, App Design
Experience
- User Experience (UX) - 8 years
- Product Design - 8 years
- User Interface (UI) - 8 years
- Sketch - 7 years
- UX Writing - 6 years
- User Research - 4 years
- Design Systems - 4 years
- Figma - 2 years
Tools
- Sketch
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