A confident, self-motivated and entrepreneurial product designer, design manager, conversion rate optimisation manager, illustrator and UX/UI designer of 8 years. I believe design is about finding the solution to a problem, and is much more than just visual aesthetic.
I have extensive experience across multiple design tools, working with design systems and building prototypes, having used Figma, Sketch, Invision, Zeplin, Framer and many others. I am also a firm advocate of the design sprint, and also of bridging the gap between design and development, and as such am entirely comfortable with HTML & CSS, having worked with many front-end CSS and Javascript frameworks, including Tachyons, Bootstrap and React. I have experience running user testing sessions, am familiar with adobe and google analytics. and am used to working with front and back end development teams in both Agile and more traditional Waterfall environments, as well as having setup and run optimisation strategies across multiple products including Optimize, Monetate and Exponea.
Since my background was in the startup space, I have also had to work in and learn other areas outside of traditional digital design. These include Final Cut and After Effects for video and motion graphics, Ableton live for music production, more traditional packaging, signage and wayfinding design, and also directing and organising product, model and video shoots. I am also a massive proponent and student of the principles of storytelling, and believe that stories are the key to truly understanding user behaviour, and having genuine impact through products and services that are designed from a human point of view, through the lens of storytelling.
I have experience working across and managing a wide variety of in-house and agency projects and teams, ranging from content marketing and editorial, UX & UI design for ecommerce, managing and directing email and marketing creative, to photo shoot management, video editing (including storyboarding and animation), brand management, and pitching to internal stakeholders and third parties. I also have experience over the last 3 years managing small internal teams of digital, UX and UI designers, and working with agencies and freelancers externally on a wide range of projects from visual design to personalisation.
Please do not hesitate to get in contact, I'd love to chat :)
Projects
- BrewDog Equity For Punks TomorrowWe have a community of over 145,000 Equity Punk investors, and this is your chance to join them. In 2010 we tore up convention, turned the traditional business model on its head and launched Equity for Punks, giving thousands of people a front row seat to the craft beer revolution. Equity for Punks has already broken all types of crowdfunding records all over the world. And now, Equity for Punks is back with a completely new type of share offering. Equity for Punks Tomorrow is a radically diffe
Work history
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Product & UX/UI Design ConsultantWe Are Heroes
London, United KingdomFreelance
After working as UX/UI Lead for BrewDog for 2 years and accumulating a wealth of experience across multiple digital platforms, as well as having writing and work published across UX Collective, Bootcamp, The Startup, Prototypr and CoFounders Town, I took the jump to start my own small studio, and work as a Senior UX/UI contractor and consultant. You can find my portfolio at chrisashbycreative.com
UX/UI Design LeadBrewDog
- London, United KingdomFull Time
Leading direction for all UX, UI and product design for BrewDog, working with internal teams and stakeholders to deliver multiple high-impact projects and products across web, app and in-bar experiences. Since working for BrewDog we have delivered over ten-fold growth for BrewDog’s ecommerce business through 2020, raised over £7m in Equity for Punks 6 and over £15m in Equity for Punks Tomorrow, delivered an on-demand beer and food delivery service during COVID, launched an online education platform, launced a cross channel behaviour driven loyalty program and much more.
As part of my role at BrewDog I have also led our conversion rate optimisation and personalisation work, delivering multiple impactful changes including mobile menu improvements for the ecommerce website that improved conversion by 15% and add to basket rate by 20%, leading to additional revenue of £110k over the 10 day Black Friday period.
I have also delivered multiple projects focused on customer experience, including a post purchase email journey and order tracking page for ecommerce customers that helped significantly reduce the number of customer service queries during our busiest times of the year.
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Skills
- Product Design
- UX Design
- UX Strategy
- Product Strategy
- UI Design
- Optimisation
- User Journeys
- User Personas
- User-centered Design
- Design Thinking
Education
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BA Graphic CommunicationUCA - University of Creative Arts
- Farnham, United Kingdom