UI/UX Designer & Creative Leader

5/2018 – 10/2019

• Successfully managed 7 direct reports in a team of over 50 digital designers, UI/UX designers, copywriters and studio operation staff across Europe and South Africa.
• Introduced new career development plans for the department which resulted in a clear progression path for everyone.
• Introduced stricter QC processes that reduced stakeholder escalations by over 90%
• Introduced new project management tool that improved organisation and on-time output within the department.
• Introduced new user-testing tool that granted access to feedback directly from our customers.
• Introduced A/B and MV testing to the business that allowed us to measure impact on conversion rates and revenue.
• Launched new home and landing pages across all betway products that significantly increased new customer registration conversion rates.
• Successfully onboarded new creative partner agency (Saatchi & Saatchi).
• Transitioned 12 international content team members from retention to creative resulting in easier briefing for stakeholders and less redundant communication.
• Held regular creative strategy sessions with leadership team to produce annual goals and objectives for the department.
• Held workshops with entire design team to upskill in HTML5.

Corporate Design, Grafikdesign, Webdesign, User Experience (UX), User Interface (UI)

1/2017 – 1/2018

• Worked directly with the CEO, my role was to visually transform Hamseys online presence through re-branding and re-designing their eCommerce product.
• Created new brand guidelines to be used by suppliers, third party partners and internally.
• Set up team of UX designers to build wireframes and map out user journeys across email, social, print, digital advertisements and other touchpoints.
• Set up team of UI designers to bring wireframes to life using newly created guidelines as foundation.
• Leveraged my knowledge from previous A/B testing scenarios within eCommerce and applying learnings from the start, saving time and money.
• New brand / design increased conversion rate (visit to purchase) by over 100% consistently M-o-M over 12 month period.

Creative direction, Markendesign, Responsive Webdesign, User Experience (UX), User Interface (UI)

9/2013 – 1/2017

• Managed team of over 10 designers, artworkers and copywriters, providing coaching and mentoring through 1-2-1’s and objective-setting.
• Integrated a team of 5 artworkers into existing design team after acquisition and merger.
• Continuously worked with CMO to develop future strategy and goals for creative department.
• Hired team of contract UI & UX designers to re-design ACHICA & Kiddicare web product end-to-end.
• Introduced new project management tool (Trello) and established new workflow that gave stakeholders more visibility resulting in reduced chasing and follow-ups.
• Continued optimisation of checkout funnel to bring 20% increase in conversion rates, through A/B testing one-page-checkout versus multi-step and more.
• Increased visit-to-click ratio by more than 15% on category pages by A/B testing product thumbnail imagery.
• Managed photographer and studio to ensure a high level of quality in product shots.
• Provided guidance to copywriters on how to write compelling and interesting product descriptions, leading to increase in add-to-basket actions.
• Created user-interface for POS terminals in Kiddicare store locations, contributing to smoother customer interaction and frictionless journey.
• Designed livery for over 200 delivery trucks across UK for Worldstores leading to increased brand visibility.
• Designed a completely new and innovative online help centre for customers including a delivery tracking portal that reduced incoming support requests to customer service centre.

Creative direction, Logos, Markendesign, Responsive Webdesign, User Experience (UX), User Interface (UI), Projektleitung / Teamleitung